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Punch Pizza Case Study
6
Transcript
history
-John Sarrono opens in Highland park in 1996
-John Pucket (co-owner of Caribou) becomes a business partner in 2001.
"I hate to break it to you Punch Pizza, but you’re not that special.” -Aaron Landry , prominent Pizza Blogger on their no photo policy on dec. 2009.
In response Punch and tUnheim
began their first online contest.
"Capture our flame" invited customers
to take pictures of ovens, pizzas, and
the restaurant.
purpose of this case study:
-How well did punch meet their customers wants and needs?
-Did social media help build brand awareness, increase sales, attract more customers, or create postive feelings about the brand?
Motivational objectives
1. To engage with customers using social media.
2. To create positive customer interaction and control negative word of mouth.
3. To promote coupons and giveaways to get large turnouts and increased foot traffic.
Informational Objectives
1. To expose Minnesotans to authentic Neapolitan Pizza
2. To inform customers about the fresh quality ingredients Punch has.
3. To provide quick service with wood burning ovens cook pizzas in 90 seconds.
Strategies:
Newsworthy and topicality
Partner with other mn local "passion" brands
rule of rewards
Uniqueness and authenticity
maintain untapped markets
rule of participation
Community Relations
employee relations
EVALUATION
STaying ahead of the game
- a 300% growth in digital print coupons in 2010
- digital coupons redemption rates: 5-20 percent
- traditional coupon’s redemtion rate: 0.9 percent
PUNCH FLAME PHOTO CONTEST
audiences:
partner with Tunheim partners in 2007
PUNCH FIRES UP
THEIR SOCIAL MEDIA
A case study of Punch Pizza
By Edwina Reckel
A Quick History
Social media was the best
option for Punch with their
-limited budget
-smaller scope
-the target audience's choice media channel
social media helps punch:
-Monitor and take care of negative
word of mouth
-increase # of people using the coupons
-reward loyal customers
-intrest new customers
sHARE YOUR PUNCH STORY
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