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Case Studies

Barley Creek Brewing Company

Background & Business Objective
  • Open since 1995, Barley Creek Brewing Company is a restaurant and fully operational brewery in Tannersville, Pennsylvania in the Pocono Mountains.
  • In 2004, Louie Ruvane, Vice President of Sales and Marketing, started developing a customer database.
  • Barley Creek Brewing is a high volume restaurant, and, as of early 2007, approximately 4,000 contacts – people who have actually been in the restaurant – populated the database.
  • The objective of Barley Creek's direct mail postcard campaigns is to leverage their customer database to generate business – motivating customers to return to the restaurant as well as attracting new customers (typically, the friends and family of those in the database).
AmazingMail Solution
  • Barley Creek found custom postcards an effective means of generating business at their restaurant and increasing attendance at special events.
  • Having customers turn in the postcards to receive a free meal or discount facilitated the tracking of Return On Investment (ROI).
  • The ongoing birthday campaign goes far beyond recouping costs.
  • The service provides the quality and ease of use that Ruvane requires.
  • "The service fulfilled our needs because it was timely and simple, and I did it all from my desktop."
Tracking & Results
  • The results of the birthday campaign exceeded Ruvane's expectation. "We'd be happy if the program paid for the mailing costs, but it has surpassed that. We are thrilled with how popular it is and how much people talk about it."
  • Ruvane has structured the birthday mailing to facilitate tracking of Return on Investment (ROI). He asked that servers attach the birthday postcards to the guest checks they turn in at the end of the night. Thus, he can easily assess how many postcards were redeemed each week and analyze who specifically utilized them, where they live, etc.
  • Tracking of the special event mailings was structured in a similar way. For instance, the customers were required to turn in the postcard for admittance to the Summerfest event.
  • "We always utilize the postcard as something to turn in," says Ruvane. That is, whatever perk is associated with postcard can only be obtained by handing it in. This approach gives a general idea of the effectiveness of the program. "Historically, marketing is a necessary evil that you can't track. Having them turn in the postcard lets you track it and take corrective action."

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