CHAPTER 1 asnalatuba

Case 1.2 Business Case: Restaurant Creates Opportunities to Engage Customers

QUESTION :
1. What software capabilities did Pei Wei need to launch its marketing campaign?
2. What factors contributed to the success of Pei Wei’s campaign?
3. Why is a high-capacity (massive) infrastructure needed to launch e-mail or text
campaigns?
4. Visit ExactTarget.com. Identify and describe how the vendor makes it easy for companies
to connect via e-mail and Twitter.
5. What solutions for small businesses does ExactTarget offer?

answer :
1.With exact target’s software , Pei Wei invited guests to join/register it’s email via text,the
web,twitter or facebook to receive a bouy one get one free coupon.Using exact target’s
software,Pei Wei can send more than thousands e-mails per second and millions of
messages only in 15 minutes. Exact Target also has another feature ability to respond in real
time environment.that’s what makes this software can helps companies immediately respond
to customers with burst sending capabilities—sending millions of e-mails in a few minutes.

2.The factors that makes Pei Wei successful are within two weeks , around 20.000 peoples
had responded to the offer by registering.and the bogo coupon redemption rate at 173 Pei
Wei’s location was 20 percent.Pei Wei has become the most successful restaurant in the
effort to grow a new e-mail list until now.The successful of Pei Wei also caused of it used
multiple interactive channels to engage—connect with—current and potential customers.

3.the reasos why massive infrastructure and architecture are needed to meet the demands
of high-volume senders is,Pei Wei need to send more than thousands e-mails per second
and millions of messages only in 15 minutes.Pei Wei's company also need to be able to
react to the real time actions that their customers are taking across all channels. That is why
it is necessary to be able to quickly and easily configuring messages that are triggered by
external events like purchases or website interactions.

4.the company is given the ease of accessing any data needed to market it’s products to
costumers via e-mail and social media that provided by exact target. There is also a guide or
demo in book form or videos that can be accessed by customers.

5.in detail , exact target explained in the online brochure that can be downloaded by
prospective users of software for small business into the following points :
a. precisely target the customer e. getting the business support
b. deliver mission-critical emails f. improving skill for free
c. hit the inbox every time g. join a community of marketers
d. demonstrate a result h. think beyond email