Ever wonder how to make postcards, PURLs and social media work for your business to build a list?
I think I found the answer.
Let me share something I read about the other day.
It’s how a Chick-Fil-A franchise in Louisiana incorporated social media to build their email list, create loyalty, and engage customers long before they even stepped foot in a store.
In case you didn’t know, Chick-Fil-A is a fast food franchise. They only sell chicken sandwiches and the company mascot is a cow who holds up a sign saying, “Eat more chicken!”
Kinda funny if you think about it.
Anyway, here’s what they did: The first step was coming up with a great offer which, in my opinion, is the most important thing to get right.
A free chicken sandwich. Clear, concise, and simple.
BUT… in order to get the free sandwich, the consumer had to go online and print out a coupon.
Some people might be tempted just to snail mail out the coupon directly, thinking the extra effort of going online would lower response rates.
Not true anymore! People’s lives are very intertwined with the Internet. They don’t mind jumping online.
But back to the campaign…. so the store sent out 5000 postcards with a Personalized URL inviting them to a landing page where they could get their coupon for a free chicken sandwich.
A personalized URL, or PURL, is a web address that’s been dynamically created for each contact. Looks something like this – JohnDoe.GetAFreeSandwich.com. Cool huh?
Then he’s invited to share the free sandwich offer with all of his friends via social media, email or text message. <- Smart!
His friends would click a link, visit the same landing page, and trade their contact info for a free sandwich.
Wash- Rinse- Repeat. Brilliant.
Did it work? Heck ya!
To put their results in perspective, they’d been trying to collect email addresses for the previous 8 months… and had cobbled together 150 of them. (Lame!)
From the free sandwich campaign, they got 26% response rate from a 5000 piece direct mail campaign, captured 3400 email address for future marketing, and reached an additional 14,000 people via social media. All in 4 weeks.
Can you think of any other local businesses that would benefit from a campaign like this? Heck ya! Almost any business could.
But you need the right tools to get it done… like OfficeAutopilot.
- Squeeze pages – check!
- Personalized URLs – check!
- Wicked Automation – check!
- Direct mail postcard fulfillment – check!
- Customizable web forms – check!
- Social media sharing – check!
Of course, most local businesses aren’t going to pull this off by themselves (easy as it is!) They’re going to need some help..
How would you like to become an expert consultant and get paid to do this stuff for clients?
We’re putting together a program to teach people how to implement and automate strategies just like this for businesses. It’s going to be our certified consultant program and it’s launching soon.
It’s by invitation only so you have to register first to be notified.
So if you’re interested, just let me know. Or sign up for an account with Ontraport and let me help you set it up.
Stay thirsty my friends!