To show Sonny’s franchisees the value of online marketing, &Barr harnessed the power of digital to drive awareness and increase restaurant traffic and website visits, while also engaging their core consumer and a new, younger audience.
We introduced loyal Sonny’s customers to an enhanced presence in social media and helped anti-tech franchisees learn just how smokin’ digital can by delivering results and showing measurable, meaningful metrics that franchisees could understand. We implemented a major shift from soft metrics to measured business conversions that, for the first time, made sense to them.
Recipe for Success
We measured success by tracking valued conversions showing a consumer’s intent to visit and ultimately the Cost per Valued Conversion (CPVC) aggregately across all 115 Sonny’s BBQ locations across the Southeastern U.S.
74%
Reduction in CPVC across both campaigns
89%
Increase of total valued conversions