Research into the impact of direct mailing campaigns
Resto VanHarte
- Customer case
- Research
Resto VanHarte brings people who are lonely together by offering them an affordable three-course meal in one of their community restaurants. Not only elderly people often live in isolation; for example, students and single parents also fall within the target group. A campaign aimed at a broad audience received little response. They asked us to investigate why this was the case, with the aim of learning how it can be improved in the future.
*During this project, Marlous worked with Mariska Stokkermans, Marit van Loonen and Ezra Soerioroseno, Research and Customer Experience specialists at Digital Power.
As a pilot, the foundation sent 3D pop-up restaurant models made of cardboard to GP practices in six cities. By targeting visitors to GP practices, they aimed to reach a broad audience. These pop-ups contained flyers with a discount code for a first meal at one of their restaurants. The idea was that people in the GP's waiting room would take a flyer and redeem it at Resto VanHarte.
Approach
We analysed the campaign together with the Resto VanHarte team using the AIDA (Attention, Interest, Desire, Action) model. The campaign appeared to focus mainly on the last phase of the model: the action the target audience was supposed to take. Since this did not happen, there was likely a problem in the customer journey leading up to the desired action.
We created a research plan, which we presented to the foundation. For each research question, we selected a method. We examined the AIDA model from the last step, moving backwards:
- Action: people take the flyer, make an online reservation, and redeem the flyer at a restaurant.
- Desire: people consider taking a flyer.
- Interest: people take the time to look at the 3D pop-up.
- Attention: people consciously notice the 3D pop-up in the waiting room.
A prerequisite for the Attention phase was that the 3D pop-up was placed in the waiting room. We conducted several telephone interviews with GP assistants to check if they had received the package and set up the pop-up.
Next, we conducted a 7-second test with the target audience to investigate Interest, whether the design of the pop-up was appealing (Desire), and whether they understood it. Additionally, we conducted a usability test to see if people could make an online reservation using the flyer (Action).
Results
Our research concluded that while the campaign appealed to people, it also raised questions. For example, people wondered if they fit within the target group.
We combined the results of the various studies into a customer journey flow. This provided clear insights into the customer journey and areas for improvement. We presented this, including literal quotes from respondents, to the foundation.
To help Resto VanHarte move forward independently after this project, we shared our knowledge and templates of the research methods used with them. This way, they can make future campaigns successful on their own.
Want to know more?
Sanne, chair of the 'data for good' pillar of the Digital Power Datahub, is keen to discuss how we, as a data partner, can support you and your organisation.
Data Analystdatahub@digital-power.com
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