|
Speed Dial: 60-Second Marketing Insight Newsletter
Print
� Bookmark
There's a restaurant chain here in Atlanta called Moe's Southwestern Grill, and my husband
called last week to tell me about a great deal they'd sent him by email. For "Customer Appreciation Day",
all entrees usually priced at $7 would be sold for $2- - "hey, wanna do lunch?!"
Moe's Southwestern Grill tunes in to WIIFM,
the consumer's fave channel
|
The offer was good at one location only, about 15 minutes away, and when we got
there, we found a brand-new restaurant packed with balloons,
banners, & beaming burrito-eaters.
|
So why hadn't Moe's done what everyone does, and focused its marketing communication on
the "Grand Opening" of its new location?
Moe's Southwestern Grill is brilliant in the basics, tuning in to
WIIFM ("What's In It For Me"), the consumer's favorite channel. In the consumer's mind, Moe's
knows that a:
 |
"Grand Opening" is about "you",
another business I may tune out |
|
"Customer Appreciation
Day" is about "me", and worth tuning in to |
If one Moe's Southwestern Grill throws a big "Grand Opening" & another
down the street offers a "Customer Appreciation Day"- - both with the same great deal- - we all know,
intuitively, which one is likely to have a line out the door.
Now here's our challenge. Approaching marketing initiatives from the consumer's
WIIFM perspective is so basic, so "Marketing 101" that marketing professionals & corporate
leaders dismiss it with a quick wave of their minds: "right, right, right,
everyone knows that..."
But let's stop a moment and glance around us.
Why are so many agencies doing "here's our background", "here's our proprietary process", and
"here's our client list" dog-and-pony show presentations?
Why is packaging all too often about product features or ingredients rather than
customer-driven benefits & solutions?
Why do "service"-related businesses develop processes that make things easier for
themselves rather than looking at the kind of usability factors that drive customer
satisfaction?
So when it comes to reaching out to our customers, let's see where we are on the
dial. Are we truly tuned in to WIIFM & playing back what the consumer needs to hear... or is
our message getting distorted?
Moe's approach to customer communication can give us plenty to chew on.
This week, take a bite out of some marketing successes of your own by following their lead &
tuning into WIIFM for your audience, too.
TOP
| 
