A round of applause goes out to the Blue Paddle Bistro in South Hero, VT. Its November 30th promotion on WCAX’s ‘Jump on It’ deal-of-the-day program set a record as Jump on It’s most successful single day restaurant promotion ever. With its offer of a $40 gift certificate for $20, the Paddle sold 1,865 units in a 24-hour period across the program’s Vermont and northern New York regions.
How did they do it? Owner Mandy Hotchkiss set out to break new ground by actively ‘promoting the promotion’. She worked with Stride to develop a brief email marketing campaign targeted to the Paddle’s large customer base, encouraging customers to sign up for Jump on It’s daily email program prior to the November 30th deal and purchase gift certificates as holiday gifts. It was followed up with a reminder the day before the deal, and assisted by social media to extend the reach of the message. All in all, it was a fast and inexpensive way to draw new business during a traditionally slow time of year.