Qdoba’s E-Mail & Weather campaign

Posted: April 10, 2013 in Uncategorized

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Qdoba is a fast-food Mexican Grill restaurant similar to Chipotle or Moe’s.  Personally I had never heard of it until stumbling across their brilliant email campaign.  They have what you would expect for food; Burritos, tacos, quesidillas, gumbo and guacamole.  And they also have something you wouldn’t expect, hilarious and weather based email campaign.

Yup, Weather based.

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Marketing Blogger Chris Moody reported that for the past three rainy days in his hometown he received an Email from Qdoba that is based upon the weather and has a special offer.  In this case the copy of the email was referencing the, clear to everyone, lousy day outside and that nothing can beat a warm meal (burrito).  You can even bring a friend and get a meal free!

The coupon within the email is good for only that day but this is just brilliant!  Most everyone is lazy on rainy days and they don’t go out and sit on their computer all day (where you just happen to receive your email), here is a message for an offer of something everyone wants on a rainy day.  Qdoba has connected the dots on every point and it makes such a brilliant cohesive campaign.

The audience they are hitting are current customers who need a pickmeup on a rainy day.  But with their special offer they are trying to bring in new customers.  I doubt there is a specific demographic that they would be trying to hit with these emails.  More along the lines of increasing awareness of Qdoba and attempting to get new customers by giving them a free meal… which is not a bad way to get new customers if your food is as good as you say it is.

Qdoba continued these emails with even more weather related situations!

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“I open this email. Every. Single. Time. I. Receive. It.
Even if I don’t want a burrito. It is genius.” -Chris Moody

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In terms of Email marketing campaigns Qdoba hits all the benefits with this one.  It will reach its entire customer base affected by the weather conditions, has a low cost associated with the digital distribution (all that needs to be done is to select the type of weather and location and someone clicks send).  Personalized towards those affected by the weather and common perceptions towards it.  It will either have a fast response or not and is extremely measurable because customers must present a coupon, or even tracking the increase (or decrease) in sales on the rainy days in which the email was sent out.

The content of the emails are basic and simple: It’s rainy, you’re hungry, we know you don’t want to get off the couch but there is a warm burrito here and a free one for a friend, just think about it.  With additional content such as locations and a burrito quiz! (Oh boy!)

Though if there were a Qdoba in Ithaca we would be getting sick and tired of their emails and they would likely be considered spam if sent out on every rainy / snowy day I would at least get a chuckle out of the content and even remember the name (Brand awareness increase!)

I looked for other examples of Qdoba emails and the only one I could find was one that used a clever subject line to get the attention of the recipient

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Quite humorous again, but this one lacks a whole lot compared to the weather based emails.  It is only text, looks like spam, extremely bland and lacking any sort of media.  Likely to get deleted after someone reads the first sentence before they even get to the actual offer.  But a great attention grabber!

Qdoba is getting better at their email marketing and if they keep it up I’m sure they will drive more customers to their restaurants.

Links:

http://www.chris-moody.com/blog/marketing/qdobas-brilliant-rainy-day-email-campaign-with-bogo-offers/

http://www.icontact.com/blog/qdoba-rainy-day-email-campaign/

http://socialmediarology.com/2009/04/27/permission-email-marketing-case-study-qdoba/#axzz2PzNvwHaR

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