Why do we run promotions? To attract traffic and drive sales.
If you are going to run a promotion to drive traffic and sales, make it timely and relevant.
The following picture shows the Wednesday night special . . .
The only problem is, it’s Friday night at 6:30 PM.
I”ll bet a bucket of original that the franchisee’s target market – i.e. hungry people – are not thinking about Wednesday’s dinner tonight . . . they’re thinking about what they are going to take home for dinner tonight.
This franchisee has some new competition in town: a new chicken chain recently opened up less than two miles down the road, and judging by the line of cars wrapping the building every time I drive by, it’s likely that for the moment the new guy in town is grabbing the lion’s share of the local chicken restaurant business. There’s also another fried chicken restaurant diagonal to this one adding to the competitive mix.
I think that the decision maker for the store in the photo should have advertised what tonight’s special is, and if there is no special, then they should have advertised something such as ”Tonight! Family Favorite! Feeds 4. $xx.xx!”
While we have to plan our advertising campaigns and marketing strategies for tomorrow, sometimes we have to worry about just making the sale today.
Focus, people, focus.