Great Offers Make a Big Difference
April 30, 2009 at 9:30 pm 1 comment
In Business-to-Business (B2B) as well as Business-to-Consumer (B2C) marketing, the only thing more important than the offer is communicating with the right target audience. And although I specialize in B2B, I appreciate good marketing wherever I find it. Last night, my wife and I took our son to his favorite restaurant, California Pizza Kitchen. At the end of the meal we were given a sealed sweepstakes form titled: “The CPK Don’t Open It” Thank You Card. We were told that the next time we came back we would have a chance to win up to $50,000. But there was one catch, the offer was good only for the next time we visited and the sealed form could only be opened by someone at the restaurant, otherwise it would be invalid. In my opinion, this offer shines for the following reasons:
1. Everyone is a definite winner. At the least, you get 10% off your bill. This will attract the attention of those (like me) who appreciate a bargain.
2. The offer appeals to the curious among us. Some people just have to know what is in the sealed entry form.
3. The offer motivates action – you have to go back to the restaurant to see if you won. This creates add-on business for CPK.
4. It’s relatively inexpensive. CPK probably gives the vast majority of people the 10% discount, not a costly promotion compared to what many other restaurants are doing.
5. The contest form was offered as a ‘thank you’ which is always a nice touch.
If your marketing and sales results are lethargic, consider spicing them up with a strong offer or two.
Entry filed under: Awareness, Branding, Lead Generation, Marketing. Tags: .
1.
John Leavy | May 6, 2009 at 9:40 am
What a great offer. Perhaps one more shinning reason might be those word-of-mouth patrons who tell their friends who end up at CPK to receive their Thank You Card.