$50K in Sales in 90 Days: At-Seat Ordering Campaign

Target Audience: Introducing one of the finest collaborations between digital technology and revenue generation, all while enhancing the passenger experience: the At-Seat Ordering (ASO) campaign. The campaign catered to two types of passengers: those preferring to pick up their orders at the café car and those opting for direct seat delivery, specifically, passengers who travel with family, have reduced mobility, or are seniors.

Strategy Objective:The campaign had two primary goals: 1) maximize revenue over 90 days and 2) test a new onboard offering using passengers' own devices. The approach involved two key marketing strategies: - Digital Marketing (App Notifications): Passengers who booked their tickets via the intercity rail operator's app received push notifications just before their journeys, informing them about the new service. - Audio Marketing (Onboard Announcements): Staff made audio announcements onboard to remind passengers of the offering, encouraging them to try it during the campaign. Both digital and audio channels emphasized 3 critical messages: 1) compliance with age restrictions, 2) ease of using text notifications for order tracking, and 3) communication of estimated order completion times.

Situation Challenge: Designed to transform the onboard experience during its 90-day period, the ASO campaign aimed to revolutionize how amenities are offered to commuter and intercity rail travelers, all while using the passengers' own devices to boost satisfaction and sales.

Results Impact: Utilizing limited advertising and betting on grassroots tactics of word of mouth, the 90-day sales campaign on the 6 trains yielded impressive results, generating $50,000.

Why Submit: This success relied on simple and concise messaging from the onset to capitalize on the full 90-day sales campaign. This nomination acknowledges the limited advertising, grassroots, and straightforward efforts in communicating and executing the At-Seat Ordering campaign, making it a deserving contender for the Best Marketing to Increase Ridership and Sales award.