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:

http://www.unworry.com.au/

Very clever.