I was flicking through twitter the other day and noticed
there was a trend of people talking about KFC.
Why KFC I thought to myself.
So I did a search and came across one of the smartest
marketing campaigns I have seen from a big organisation
in some time.
KFC has launched (in America, anyway) a new line of
grilled chicken which is smart thinking in itself given
the move towards health conscious eating around the world.
But the way they have done it is quite extraordinary.
Rather than saying we now have grilled chicken… come
and buy some… they have allowed consumers to try before
they buy.
That’s right. People in the U.S. could get two pieces of
chicken, two sides and a biscuit compliments of Colonel
Sanders.
Did this cause a stir. You bet it did.
And they also teamed up with Oprah to promote it.
It was a perfect marketing mix.
And I can almost bet that it was one of their most
successful promotional campaigns ever.
There are three marketing principles KFC demonstrated:
1. Listen to your customers.
2. Let them try it out with your compliments.
3. Team up with someone with credibility to promote it.
It’s all very clever. And I would estimate that they probably
at least broke even on the sales when people came in.
How? Well, they were giving away $3.99 worth of food which
would have cost them far less to produce.
Perhaps $1 or $2 in hard costs.
And most customers would have also purchased something else
while they were in there.
Perhaps a dessert or a drink. Or whatever.
And of course, anyone who liked the grilled chicken would
be back again and again and again giving them many customers
for life.
It’s a heck of a lot better than the 10% off discounts you
see so many businesses offer, isn’t it.
The good news is virtually every business can follow in
the footsteps of KFC. It doesn’t matter if you are a
mechanic… an accountant… a mortgage broker… a real
estate agent… a florist… an online retailer… a shoe
shop… or whatever.
And I’ll show you exactly how to do it when you get your
hands on More Customers Made Easy
All for now,
Scott Bywater
P.S. Check out the KFC campaign for yourself at http://www.unthinkfc.com
I’ve noticed the “un” term seems to be popping up a fair bit lately – here’s how NRMA is using it in their positioning to sell insurance:
Very clever.
The other day I was asked:
Should I continue to promote my business when I am already incredibly busy and have too much work on?
And I answered with a resounding YES.
Why? Because you need to have your wits about you at all times in business. So when you’re coasting downhill and everything is going like a dream, remember things can change very quickly and you could soon be looking at a totally different landscape.
That’s why you should always be filling your well – YES… even though it’s not empty.
After all, there’s worse problems to have than too much work,
isn’t there?
Or too many people at your shop.
Or too many clients if you’re a bookkeeper or solicitor.
Or too many retailers and wholesalers buying from you if you’re a distributor.
You see, most businesses make this mistake:
I received a call from a guy in the United States a few months
ago, and he was desperate for me to work with him because
business had quietened down.
2 days later, all of a sudden, he received a new job. And decided he
didn’t need to be concerned about promoting his business any longer.
I can tell you right now that this guy is in for one heck of a
rollercoaster ride. Up and down like a never-ending yo-yo.
The key to a stable business is to never stop marketing. Always
promote your business. And be consistent about it.
There’s another reason for this as well.
If you’ve got too much work on, this enables you to lift your
prices because it doesn’t matter whether or not you end up landing the job. (and you’ll
probably find your calm – rather than desperate - attitude increases your conversion rate too) You can push yourself to manage the additional work-flow through setting up additional systems in order to generate
leads. And take your business to the next level.
So how do you achieve all this?
It’s easy. If you’ve got an advertisement (or a sales letter, flyer or any other kind of promotion) which works for you, then keep running it week in and week out.
If you’re really busy, always remember that when the job finishes,
you’ll be sitting around wondering what happened if there’s nothing else lined up.
And make sure you put aside some time everyday to market your business. That’s the key to your longevity and success.
In Anthony Robbins program called the ‘Rapid Planning Method’ he
talks about a space called ‘the zone.’
Basically, when you’re in the zone you are focusing on the
things which are important but not urgent.
Most of us spend our time in the urgent and important. Or the
not urgent, not important. Or the urgent and important.
However the key to business growth and stability is to spend a
some time each day on the not urgent… but important
activities. And for most of us, that is marketing, promotion and advertising.
Scott Bywater is a professional direct mail and direct response copywriter, and the author of Cash Flow Advertising. To receive a complimentary copy of his exclusive report ‘7 Ways To Boost Your Turnover… No Matter What The Economy’ (valued at $29.95) hop along to his web site at: http://www.copywritingthatsells.com.au
Let me ask you a very important question:
Why do people buy a newspaper or magazine? To read the articles,
right? Well, then doesn’t it make sense that if you want your ad
to get read, then…
YOU SHOULD DO EVERYTHING POSSIBLE TO AVOID IT LOOKING LIKE AN AD
And make it camouflage in with the newspaper’s articles as
closely as possible.
So how do you do that?
1. Read the headlines of the publication you are considering
advertising in.
2. Model your style on the way they write their articles.
3. Use the same typeface the newspaper or magazine uses.
So why would this work better than something which looks like an
ad? Simple. Advertorials work so well because of the way people
disbelieve ads… but tend to believe what journalists communicate
within their articles.
Try it next time… and test it out for yourself.
Scott Bywater is a professional direct mail and direct response copywriter, and the author of Cash Flow Advertising. To receive a complimentary copy of his exclusive report ‘7 Ways To Boost Your Turnover… No Matter What The Economy’ (valued at $29.95) hop along to his web site at: http://www.copywritingthatsells.com.au
