The client

Paellas Franco is a catering service specializing in delivering authentic Spanish paellas and related services in Peru.
 

Background

Paellas Franco specializes in delivering authentic Spanish paellas and providing full event support, including barmen, chefs, servers and dining equipment. Operating exclusively on a delivery basis, they cater to events ranging from small gatherings to large celebrations for up to 300 people.

Seven Cats Studio, a digital agency, collaborated with them to enhance their marketing efforts using Mautic, focusing on customer engagement and driving business growth.

For more details, visit their websites: paellasfranco.com and 7catstudio.com.
 

The Challenge

Before implementing Mautic, Paellas Franco struggled with declining sales and customer engagement. Monthly revenues had dropped to approximately 15,000 sales( around $4,000). Despite having a database of 1,500 former clients, reconnecting with them and attracting new customers proved challenging.
 

The Solution

Seven Cats Studio proposed a strategic use of Mautic to automate and personalize communication with Paellas Franco's client base. The strategy focused on leveraging WhatsApp for direct messaging campaigns, using Zender, a multi-form tool developed by Seven Cats Studio, to send personalized, untrackable WhatsApp messages.
 

Campaign Strategy

1. Target Audience:
   • A database of 1,500 former clients.
   • Focus on re-engaging lapsed customers and attracting new clients through referrals.
      
2. Message Content:
   • Non-sales oriented messages, including greetings for events such as Mother's Day and Father's Day, and simple well-wishing messages.
   • Objective: Increase engagement and maintain top-of-mind awareness without direct sales pressure.
      
3. Frequency:
   • Two personalized WhatsApp messages per month.
      
4. Engagement Rules:
   • Monitoring and analyzing responses on both WhatsApp and email.
   • Encouraging positive interaction without pushing for immediate sales

Results

The implementation of Mautic and the strategic use of personalized WhatsApp messages yielded remarkable results for Paellas Franco:

1. Revenue Growth:
   • Monthly revenues increased from 15,000 soles ($4,000) to over $9,000 by May 2024.
   • By June 2024, sales had grown to 2.5 times the pre-campaign levels.
      
2. Customer Re-engagement:
   • Successfully re-engaged 30 former clients who had not purchased in the last five years.
   • Gained 9-10 new customer referrals through the campaign.
      
3. Enhanced Interaction:
   • Received approximately 4,000-5,000 responses to the WhatsApp messages.
   • Increased website and social media activity, leading to additional small-scale business opportunities.

Conclusion

The case of Paellas Franco demonstrates the power of Mautic in revitalizing customer engagement and driving business growth. By focusing on personalized, non-sales messaging and leveraging the capabilities of Mautic for automation, Seven Cats Studio was able to significantly enhance Paellas Franco's customer relationships and revenue.

This case study underscores the potential of strategic marketing automation in transforming business performance, especially for services-based businesses navigating post-pandemic recovery.

For more information about Seven Cats Studio and Paellas Franco, visit their websites.