Five Star Home Foods takes its customers -- homeowners in PA, NJ and MD -- and sets them up with a freezer and a six months' supply of high-quality frozen food. Great idea, but when we first met Five Star, they were having trouble getting new business.
Most of Five Star's customers came from referrals, but they weren't getting many. We wanted to change that (and get them leads in other ways while we were at it).
Step one: fix the referral program. We created and distributed door hangers to neighbors of current clients that offered a free sample pack, available by phone or through the new Five Star website, now with simple navigation and big, delicious pictures of Five Star's food. The best part? A tool that allows customers to refer ten friends with one click -- and get rewarded for it.
Five Star also needed to diversify their lead sources, so we gave them a robust online presence that included a pay-per-click program and a monthly email campaign. We also set up trigger emails that automatically blast to anyone who visits the Five Star booth at a fair, expo or tradeshow.
All that said, we still needed something to make Five Star truly stand out from the competition. Enter Chef Dan, a persona we created to represent the company online and off. His cooking tip videos are now a big part of both the website and the emails.
Five Star Home Foods continues to be an active client. As of early 2010, we are working with them to plan and launch a social media marketing campaign featuring Chef Dan.
