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Caso de éxito: Como unha cafetaría gaña diñeiro premiando as súas visitas con FEIRÓN | feirón blog
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0 Comentarios | sep 17, 2014

Caso de éxito: Como unha cafetaría gaña diñeiro premiando as súas visitas con FEIRÓN

CASO DE ÉXITO | CAMPAÑA EFICAZ | BOAS PRÁCTICAS |

Hoxe queremos contárvos os datos dunha cafetaría nunha pequena poboación (algo menos de 25.000 habitantes) que usa a plataforma e a súa ferremanta FEIRÓN estupendamente!

E para ilustralo collemos dúas das súas últimas campañas, onde premiou a visita dos seus clientes! Se, oístes ben, utilizou a “polémica” ferramenta de FEIRÓN que premia as visitas e así lanzou a campaña “Se vés 5 veces invítote a un café”.

Deste modo, a xente que “visitaba” á súa cafetaría e rexistraba a súa visita, independentemente do consumo, acumulaba “visitas” para gañar un café gratis ao chegar as 5 visitas. E que pasa se un vén e non consume? Ista é a pregunta do millón… pois non pasa nada. De feito, seguro que moitos foron, fixeron clic e non consumiron. Pero vexamos os datos.

Durante o tempo de vixencia da promoción rexistráronse 850 clics. É dicir, os clientes foron a rexistrar a súa visita ao dispositivo 850 veces!

Algúns xeraron un cupón cun só clic, outros conseguiron un cupón con dous clics… e outros completaron o cupón con 5 clics. Como sempre sucede nesta típo de campaña, as persoas non queren quedar cun cupón con 4 selos a falta de 1 para gañar un premio. Por iso, esta campaña é tan eficaz. Porque induce consumo. O consumidor que está con 3 ou 4 selos na súa tarxeta quere chegar a 5 e conseguir o premio.

Por este motivo, estas campañas sempre teñen unha distribución igual á gráfica que segue, que foi a distribución real da campaña desta cafetaría:

5cafes punchcard

Con todo isto, xeráronse 79 cupóns completos que supuxeron o compromiso de invitar a 79 cafés. Pero hai outro dato importante, e é que non todo o mundo cambia os seus premios. No momento de tomar os datos, só 46 cupóns foran redimidos (algo menos do 60%).

É dicir, o propietario tivo que invitar a 46 cafés. Supoñamos que o custo do café é de 0,25 €. Este dato como todos os económicos deste post son suposicións non contrastadas co responsable da cafetaría. Nese caso, o custo de premios da cafetaría foi de 12 €.

Supoñamos agora que non todas as visitas consumiron. Sendo radicais, supoñamos que a metade das visitas foron persoas que se achegaron a esta cafetaría, entraron, sacaron a súa tarxeta ou smartphone e rexistraron a súa visita e se foron sen realizar ningún consumo. É un proceso complicado para ser reailzado 5 días para conseguir un café… Pero supoñamos que a metade foron visitas sen consumo.

Supoñamos tamén que o consumo medio é un 1 €. É un dato realmente conservador, xa que poucas consumicións hai por ese importe… pero supoñamos que só consumen 1 €. Nese caso, a campaña tería xerado 425 €.

Uns premios que lle custaron 12 € e uns ingresos inducidos pola campaña de 425 €. Unha campaña moi eficaz.

Podemos ser máis radicais e dicir que realmente inducidos pola campaña só están os clics realizados como terceiro, cuarto ou quinto. Nese caso, os clics redúcense a 200 e polo tanto, o consumo inducido sería de 100 €. Aínda así, estamos a falar dunha campaña claramente rendible!!

Pero aínda queda unha volta de rosca máis a iste caso de éxito!

Este empresario demostrou coa súa campaña que xera atención e interese no se local. Por iso conseguiu que un provedor lle regale un lote de produtos que quere promover. Así, agora premia os seus clientes por vir, cun premio directo, pero pagado polo seu provedor. Neste caso, a súa campaña xera tamén ingresos pero ten un custo CERO de premios!!! E isto conseguiuno porque é activo, porque dinamiza o seu local e aproveita a filosofía FEIRÓN.

O teu aínda non probaches nada disto??? Chámanos e contámoscho. Iste é un caso de éxito que ti tamén podes acadar.

Se che gustou, non dubides en compartir!

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