If there are two things we love about Chick-fil-A, they’ve gotta be those dang waffle fries and the company’s ingenious marketing tactics. All across the U.S. those black and white cows have been mooing us, I mean wooing us, with their persistence and slapstick humor for over a decade. Their endless stream of bovine creativity has definitely paid off with Chick-fil-A becoming the 2nd largest quick-service chicken restaurant chain in the United States and annual sales over $3.5 billion in 2010.
But a more recent marketing tactic caught our attention this last week, and we had to mention it here on The Core. We’re talking about the Daddy-Daughter Date Night hosted at participating Chick-fil-A stores on February 4. The event was invitation only via each store’s email and text lists. Dads were invited to make a reservation to enjoy and night of dinner and fun with their daughters of any age. Admission to the event was free and Dad’s only had to spring for the cost of their food.
My husband, Randy, was forwarded the email invitation from a co-worker a couple of weeks ago, and he immediately signed up. (We’re suckers for pretty much any promotion built on quality time between daddys and daughters.) But having not known about the event last year, we really didn’t know what to expect and I have to say that when Randy comes home excited to tell me about something, it must have been good!
The entrance to the store was flanked with pink, red and white balloons, and a section of the tables had been decorated to accommodate all the Daddy-Daughter reservations with black tablecloths, balloons, flowers and placemats with conversation starters for dads. A balloon artist walked around making balloon animals for the girls and two cows were dressed up, greeting the party goers and taking pictures. Each girl was also given a single red rose (which apparently made my oldest feel like she was on The Bachelor).
But best of all, both my girls came home with smiles on their face wanting to tell me all about their date.
That’s what good marketing should be all about, right? You get some smiles, generate some excitement and hope that you’ve made an impression that sticks in your customer’s memory for the next time they need to make a purchase decision.
Have you asked yourself lately what impression you are making on your customers?
Posted by The Analyst (Marci Allen)
