Two old sayings come to mind this time of year, in this type of economy:
1. Volume solves everything.
2. You can't take percentages to the bank.
My next few posts will give a nod to one or both of those statements. I'd rather have a ton of customers with a low ticket average than the reverse - more mouths to spread the word, more chances to gain wallet share. And if someone comes in twice in a single week, regardless of the reason, I'm happy. Stupid couponing is, well, stupid. Modifying behavior, trading value for value, will win you long term customers.
I've mentioned loss leaders, today I list some promotional ideas that both drive traffic and show commitment your community.
Black Friday: 10% of sales, all day, to toward [insert local cause here]. Some finer points here:
- the higher the percentage, the more PR you'll generate (start now)
- use the distribution list of the cause, get their current supporter to spread the word on your behalf
- make it a news story
- put a banner up out front
December and Beyond:
- drop off place for coats for kids, or toys for tots
- bonus points if you're part of a franchise / co-op and use your radio ads to promote
- distribute coloring sheets that have a space for a "Santa List" (bonus points if it can be folded in such a way that Santa's address is already on the sheet)
- place a North Pole Postal Service mailbox in your lobby
- get in the spirit: make sure you and your staff are having some fun; give away candy canes, wear Santa hats, be jolly (dammit!)
Next up: some food promotions that will help to increase frequency and ticket average.
Tuesday
Restaurant Marketing on Election Day
Restaurant Marketing from some of the finest. Don't tell Jeffy - he'll think it's crack marketing:
Krispie Kreme is offering a free star shaped doughnut with patriotic sprinkles. www.krispykreme.com/storelocator.html
Shane's Rib Shack is giving out a free three-piece chicken tenders, fries and 20-oz. Drink. www.shanesribshack.com/locations.asp
Starbucks is offering a free tall cup of freshly brewed coffee to voters. www.starbucks.com
Chick-fil-A restaurants will be giving away free chicken sandwiches on election day. www.chick-fil-a.com
Ben and Jerry's will be offering a free scoop of ice cream. www.thefreebieblogger.com/ben-jerrys-free-scoop-of-ice-cream
Of course, in Georgia that will get you a $5,000 fine.
Most of these companies modified their offer to be free for the first "x number" of customers. Shane's was first 300 customers, I believe CFA was all day (not confirmed, but projected by GNN [smile]).
Krispie Kreme is offering a free star shaped doughnut with patriotic sprinkles. www.krispykreme.com/storelocator.html
Shane's Rib Shack is giving out a free three-piece chicken tenders, fries and 20-oz. Drink. www.shanesribshack.com/locations.asp
Starbucks is offering a free tall cup of freshly brewed coffee to voters. www.starbucks.com
Chick-fil-A restaurants will be giving away free chicken sandwiches on election day. www.chick-fil-a.com
Ben and Jerry's will be offering a free scoop of ice cream. www.thefreebieblogger.com/ben-jerrys-free-scoop-of-ice-cream
Of course, in Georgia that will get you a $5,000 fine.
Most of these companies modified their offer to be free for the first "x number" of customers. Shane's was first 300 customers, I believe CFA was all day (not confirmed, but projected by GNN [smile]).
Monday
Loss Leaders
When I was 14, working for my parents in their drug store, one of my jobs was to cut the headlines off of yesterday's newspapers and put them into an envelope, throwing the rest of the paper away.
We'd sell 10-15 per day on average, but we always got 20-25 and though the job wasn't difficult, it was repetitive and ever-present. I couldn't understand why we wouldn't eliminate an opening-chore that was only worth about $1.
That's when I learned the concept of a loss leader: something that brings customers into the store, sometimes at a loss, to either sell other items, introduce customers to the store, or create habits (which leads to selling other items).
Now I see that tactic everywhere. Jeffrey the Marketer calls it crack marketing, but McDonald's runs 39 cent cheeseburger specials (probably a break-even), Kroger sells milk and bread at really low prices, Chick-fil-A sometimes offers free drinks or dessert, cellular providers give the phone away, creedit card companies offer 0% financing...
Sometimes it's easy to determine your "loss" offer, sometimes it's not so easy (a coffeehouse, for example, is a harder sale because the leader isn't necessary to the customer). Either way, getting butts in seats, by hook or by crook, is the first step to having frequent customers.
We'd sell 10-15 per day on average, but we always got 20-25 and though the job wasn't difficult, it was repetitive and ever-present. I couldn't understand why we wouldn't eliminate an opening-chore that was only worth about $1.
That's when I learned the concept of a loss leader: something that brings customers into the store, sometimes at a loss, to either sell other items, introduce customers to the store, or create habits (which leads to selling other items).
Now I see that tactic everywhere. Jeffrey the Marketer calls it crack marketing, but McDonald's runs 39 cent cheeseburger specials (probably a break-even), Kroger sells milk and bread at really low prices, Chick-fil-A sometimes offers free drinks or dessert, cellular providers give the phone away, creedit card companies offer 0% financing...
Sometimes it's easy to determine your "loss" offer, sometimes it's not so easy (a coffeehouse, for example, is a harder sale because the leader isn't necessary to the customer). Either way, getting butts in seats, by hook or by crook, is the first step to having frequent customers.
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