It’s been a while since I wrote anything here, so I thought I would go back a few weeks and mention a particularly delcious marketing tidbit I saw during the election.
Krispy Kreme ran a promotion on voting day, offering a free donut with red, white and blue sprinkles to anyone who came into the store displaying their “I Voted” sticker.
This idea is brilliant marketing, because, for one thing, Krispy Kreme offers free donuts all the time anyways! So what are they really losing? The cost of sprinkles I guess. Ok, so they’ve modified an ongoing promo and made it incredibly relevant.
Now the other cool thing about this is that by aligning their marketing strategy with a highly relevant civic-minded kind of thing like voting, they are basically encouraging people to go vote. Guess what, that’s worthy of a press release.
Ok, so let’s write up a great little press release telling the fattest nation in the world they can get donuts for free if they vote, and we’ll send it out to all the major news outlets – Boom! FREE advertising!
One thing that Krispy Kreme understands very well is that very few people go into the store for one donut. Most people will eat their free donut while standing in line to get a box. Or a coffee. Or a whatever. The fact is, you offer them something free, and they come in and end up buying stuff.
I’d love to see the numbers on what that little campaign brought in for Krispy Kreme, but I’m guessing some guy in marketing got some kudos for that idea!
So, how can you apply these concepts to your own business? To recap, they used a national (it could be local too) – event to generate publicity, and they did it by modifying or creating a compelling offer.