Online marketing for “brick and mortar” business?
Restaurant chain Chick-Fil-A, in a new advertising campaign offers at their webstie Free Breakfast, all week, for the Labour Day holiday.
The campaign, however, is not about getting more eyes on their website – because that’s not where sales happen.
Instead, the campaign is designed to deepen the relationship with current customers so they buy more often.
Let’s pick apart the working parts of their lead generation together…
Chick-Fil-A’s Labor Day Marketing Campaign GOALS:
- Make consumers aware of new options on the Chick-Fil-A BREAKFAST menu (9 choices)
- Reach customers with different mediums of marketing to deepen the relationship and increase restaurant visits
*Disclaimer: these goals of the campaign are educated guesses by YaghiLabs based on press-releases by the company. They have not been confirmed by any representative of Chick-Fil-A.
First, Chick-Fil-A chooses their audience
- Regular customers already familiar with the breakfast menu.
- Old customers who have not been back for a while.
- New customers who will mostly be Deal-shoppers or regular take-out eaters
Old and Regular customers need to be informed of new breakfast menu choices and they need to visit more frequently. The New Customer is of secondary importance, but they should also be informed of the menu choices and captured for follow-up promotion.
Next, Chick-Fil-A create a bribe suitable to the primary audience.
Free breakfast all week at any participating store.
It works for anyone hungry for a chicken breakfast. Regular, old, or new customer.
It gives a good excuse to showcase the breakfast menu. Also, breakfast is the cheapest barrier to entry for most chain restaurants, which is a plus in favour of the promo.
Finally, Chick-Fil-A Setup a ‘Special Offer’ Website
No point in sending people to the main Chick-Fil-A website.
A new and memorable domain is created: chick-fil-aforbreakfast.com
The website consists of a single interactive landing page.
Step 1. QUALIFY YOURSELF
There are no distractions on the landing page. Only the offer and its details. The primary benefit appears as a headline – no fancy copywriting just “Reserve your Free Breakfast Entree”.
Below that, appears a search box where you can find a restaurant location near you. If the website visitor does not live near a Chick-Fil-A branch, there is no need to continue.
This is a kind of qualifier for the customer. Many online squeeze pages use text above the headline as a qualifier. Chick-Fil-A doesn’t. They forces the customer to interact instead.
A simple question has a simple answer. It is non-invasive, non-personal, and very obvious to the customer what the benefit is in giving the information.
More importantly, answering the question forces the customer to interact and invest emotionally.
Step 2. SELECT YOUR PREFERRED LOCATION
A number of locations show up without ever leaving the page. The customer is expected to interact again with a simple mouse click – to choose the store location they prefer to visit.
Again, this small step constitutes a lengthier stay at the website, and further emotional investment. For reasons that will become apparent momentarily.
Step 3. SELECT YOUR PREFERRED DATE AND TIME TO VISIT
Chick-Fil-A may need to know this information so they can estimate demand. In fact, it is very likely that this is why they need this fourth interaction from you. However, just because you redeemed a coupon does not necessarily mean you will come and visit.
More probably, the real reason for this interaction is to get you to commit mentally to a physical store visit.
The entire process you’ve gone through to this point feels like you have a lot invested in getting the coupon. And you don’t want to have to go through it again. So you mentally make arrangements for when you will be dropping in to redeem your breakfast.
In short, this option forces you to follow-through.
Step 4. SELECT YOUR PREFERRED BREAKFAST
Remember Goal #1 was to make customers aware of their new breakfast menu additions?
Well, by showcasing all the options of breakfasts to have, Chick-Fil-A simulates the restaurant experience online. Your appetite goes crazy, and you are torn between this option or that. But you have to choose just ONE. Which will it be?
STEP 5. GIVE US ALL YOUR CONTACT INFO
Goal #2 i believe is the more important goal for the marketing department. On the final screen, Chick-Fil-A ask a LOT of questions about how to reach you.
Your address, your phone number, your email.
And they ask you if they can send you promotions.
Imagine if they had shown this as the first screen – do you think many people would answer all these questions? The promotion would have flopped.
Instead, Chick-Fil-A puts you through 4 simple interaction steps to force you to emotionally connect, to desire, and to commit – all before the REAL transaction.
This is the cost of your “free” breakfast: A squeeze for all your contact information so they can hit you up with deals, coupons, discounts, and promotions any time they want to increase their revenue. Sounds like a good deal though, doesn’t it?
It is a very well-crafted use of the web for a brick-and-mortar promotion.
What do you think?
More on Interactive Landing Page Design…
For more on Interactive Landing Page Design, please enroll in the the YaghiLabs Internet Business Academy here…
We explore the deep psychology behind engagement and interaction with customers and how to get them to spend more money with your business.