Indianapolis–International Take ‘N’ Bake pizza chain Papa Murphy’s is building its online fan club with a new sweepstakes that allows customers to register to win a barbecue when logging on to learn how to grill a Papa Murphy’s Take ‘N’ Bake pizza.
Developed by Periscope and powered by one-to-one marketing provider ExactTarget, Papa Murphy’s “Introduce your Grill to Greatness” campaign has already boosted membership in the company’s online email loyalty eClub by more than 10 percent since launching in-store and online in June.
“This campaign allows us to showcase grilling as a great way to bake Papa Murphy’s pizza and provides customers a chance to win a world-class grill,” said Mark Stickler, Papa Murphy’s vice president of brand marketing. “By inviting customers who register for the sweepstakes to join our email eClub, we’ve been able to welcome thousands of new subscribers.”
The pizza giant’s email campaign is the latest in a series of email successes for the Vancouver, Wash.-based company that operates more than 1,100 franchised and corporate-owned locations in 32 states and Canada. Built on ExactTarget’s triggered messaging and dynamic content features, Papa Murphy’s email program automates the sending of specialized emails that include coupons and product information based on the subscriber’s location.
“One of the greatest challenges national franchise brands face is creating campaigns that account for the regional product and pricing variances in each market,” said Jenifer Anhorn, vice president at Periscope. “Using our custom email utility site coupled with ExactTarget’s advanced email features, Papa Murphy’s is able to overcome this challenge and allow regional marketing managers to feature their own unique offers in corporate-built emails – without having to actually create a new email.”
Papa Murphy’s plans to continue boosting its email investment, as it’s on track to add nearly 100 new stores in the U.S. before year’s end and will enter new markets next year including Alabama, Florida, Louisiana, North Carolina, Tennessee and Texas, as well as Las Vegas and Los Angeles.
“ExactTarget provides marketers the sophisticated platform required to connect with customers around the globe,” said Tim Kopp, ExactTarget’s chief marketing officer. “From Asia to Atlanta, global companies are choosing ExactTarget for our unmatched ability to automate and deliver the world’s most complete one-to-one marketing solution.”
The news of Papa Murphy’s continued success with personalized and targeted email messages follows the launch of ExactTarget’s Dynamic Content Whitepaper. The five-page paper provides insights into how some of the world’s biggest brands are harnessing the power of ExactTarget’s technology to build and send personalized, relevant email marketing messages to customers around the globe. The ExactTarget Dynamic Content Whitepaper is available for free download here.
About Papa Murphy’s
Papa Murphy’s is the fifth-largest pizza chain in the country and the pioneer and leader of the take ‘n’ bake pizza segment. Papa Murphy’s operates over 1,100 franchised and corporate-owned locations in 32 states and Canada. The Vancouver, Wash.-based company offers custom-made pizzas featuring high-quality, fresh toppings generously layered on pizza dough that is made fresh each morning in each store. By baking Papa Murphy’s pizzas at home, customers get to experience the home-baked aroma of a convenient, delicious meal that the brand is known for. In addition to handmade pizzas, the company offers a growing menu of take ‘n’ bake items, including Cheesy Bread, Cinnamon Wheels, and chocolate chip cookie dough. Papa Murphy’s has been voted “Best Pizza Chain in America” for six consecutive years by consumers nationwide in the Restaurants and Institutions “Consumers’ Choice in Chains” survey and is a four-time recipient of Pizza Today’s Chain of the Year award, most recently in 2009. For more information, visit www.papamurphys.com.
