Twitter Proves Its Worth as a Killer App for Local Businesses

by Abbey Klaassen
Published: May 18, 2009

All those brands trying to figure the ROI of Twitter? They might do well to follow the lead of the local pizza joint.

Naked Pizza, a New Orleans healthful-pizza shop that's hoping to go national -- Mark Cuban is a backer -- has been marketing itself via the microblogging service. And recently it has started to track Twitter-spurred sales at the register. In a test run April 23, an exclusive-to-Twitter promotion brought in 15% of the day's business.

"Every phone call was tracked, every order was measured by where it came from, and it told us very quickly that Twitter is useful," said Jeff Leach, the restaurant's co-founder. "Sure, there's the brand marketing and getting-to-know-you stuff. ... But we wanted to know: Can it make the cash register ring?"

Twitter Proves Its Worth as a Killer App for Local Businesses - Advertising Age - Digital

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