One industry sector we are dedicated to exploring at VentureBeat includes the data, apps, and science of successful marketing.
Recently, we engaged the Hard Rock Cafe senior director of digital marketing and CRM Kim Matlock, along with Privy CEO and founder Ben Jabbawy, to discuss a user-case of marketing tech’s impact on growth in a one-on-one session at the upcoming GrowthBeat conference on August 5-6 in San Francisco.
Kim Matlock, senior director of digital marketing & CRM, Hard Rock Cafe
Ben Jabbawy, CEO & founder, Privy
Hard Rock Cafe uses Privy’s turn-key tools to convert online audiences into paying, in-store customers. Ultimately, the goal is to increase the overall number of restaurant visits across all franchises and to improve customer experience.
Privy offers a hyperlocal marketing platform to create targeted coupons and special offer campaigns that can be pushed to customers via email, Facebook ads, and sponsored Twitter posts. Most likely to convert into in-store customers are those who opt in as Facebook fans or loyalty members.
Hard Rock has maintained millions of Facebook followers, as well as a separate database for its loyalty following. Because each franchise will attract a slightly different audience, customized and geo-located campaigns are made and sent out accordingly.
The Privy system gathers and sends data back to Hard Rock Cafe so that they can analyze it and understand which sales are driven by which campaigns, and which campaigns deliver the best ROI. By creating and tweaking sophisticated campaigns with custom restrictions, Hard Rock Cafe can continue to keep driving more guests into the restaurants day after day.
This is just one of many great sessions at GrowthBeat, where we’re gathering marketing tech visionaries to declutter the landscape, simplify the functions, clarify the goals, and point the way to success.
We’ll be announcing more speaker and program updates in the coming days. For more on the vision of this year’s event, head over to our event site.
Grab your tickets now and save $200! Seats are limited.
Special thanks to the following industry leaders for supporting GrowthBeat: Demandbase as Gold Partner; Ion Interactive as Silver Partner; AT&T, Swrve, Act-On, Bizo, WP Engine and Looker as Event Partners; and CommandIQ, Seeloz, Scripted, and Marketing.AI as Nest Partners.