Building A Restaurant `Audience’
As I’ve mentioned in the last few posts - the customer frequency of your customer base is the number one attribute of concern to your fast food restaurant. And, if you want your customer base to `listen’ to your promotions - perhaps it is time to treat them like a `listener’ to your channel/brand. One that they can be `loyal’ to (as I mentioned in the last post) - one they are connected with - involved with.
Indeed, it might be time in this new era of the Great Recession - to use one of the old standards of giveaways that radio used for decades to `maintain’ and grow listenership - and that is — give away LOCAL MONEY. Literally at the store level. To `listeners’ (customers) who followed the `promotion’ for entry.
So, for `drink-only, drive-thru’ customers - that meant using `their’ Drink Only `clubcard’ (which had a discount for drinks two and three) twice more for a chance at entry in the `monthly customer loyalty drawing’. Other folks would be turning in their `nite-owl’ cards with a similar idea to forming a (sub) brand loyalty - or a breakfast club.
Likewise, operators need to reach out to other - mainstream frequency programs - and use them in the same manner; (such as combo club, sandwich club, dessert club, or all milkshake purchases today get entry, etc.) - all for a chance to enter the LOCAL `money giveaway’. Indeed, the chance to `win’ 100 or 200 bucks - EVERY month - will stay in the customers mind.
Winners will be `announced’ on the outside reader board (giving customers a reason to read it at other times too) and inside too. The drawing will be LIVE in the store - creating an event. The winner will be posted on a winners board for all to see. JOE SMITH - 200 DOLLAR WINNER - COMBO CLUB CUSTOMER.
In the meantime, the `entries’ (the club cards with E-Mail addresses or phone numbers/addresses) will provide you with a usable custom marketing base for your selected marketing efforts. For your new loyal `audience’.
