While driving home this past weekend through a neighboring town, we passed this sign along the highway, "Free lunch buffet." I was even more intrigued when I saw the business offering it... an adult "dance" club, where - so I'm told - most patrons park in the back so you can't see their cars parked there.
Wow. A strip club having to offer a free LUNCH to drive traffic.
Now let me just say I have never been inside a strip club. Nor am I making any judgment nor comments about them either way. But as a marketer, this incentive was intriguing. They're offering free food to win customers during their lunch hours.
I don't think Taco Bell, Chick-fil-A or your favorite local deli can compete with that. (Unless you consider the Chick-fil-A live cow appearance as prime Grade-A entertainment.)
My point is... every business needs to provide incentives to entice business. I don't know a business out there that doesn't need lures to secure customers, develop a buzz. But it takes real creativity and know-how to tap into the minds of your key prospects to uncover what makes them tick. And then deliver an affordable and memorable incentive to welcome them in that ties into the benefit of their product or service.
I'm speaking next week in Atlantic City at a conference of thousands of Promotional Products professionals -- ExpoEast -- hosted by Promotional Products Association International, as well as all of its local affiliate associations in the Northeast US. Thousands of branding and motivation pros will be there to experience the latest and greatest products that entice, and more importantly WHY they work to change behavior.
I can't wait to see the tons of great promotional ideas that beat a free lunch... because they perform long after. (Fully clothed. <WINK>) Stay tuned for my next blog about what I find.
Mary Ellen Sokalski
Diva of Direct Marketing.