11 {{ upvoteCount | shortNum }}
11 {{ upvoteCount | shortNum }}

CPK's Unique Promotional Strategy

by cshilling22
8 replies
I was eating at California Pizza Kitchen (CPK) the other day and when the waitress brought the check she also brought a small branded sealed envelope. The envelope had instructions on it and she explained that every envelope had some type of prize inside, from a discounted meal to $50,000. The catch was that for the prize to be valid you had to return at a seperate time to eat and the restaurant manager had to open the envelope. I thought this was a great strategy because my entire family immediately wanted to know what was inside and wanted to come back. You do not want to be the person who finds the envelope in a few months after the promotion was over opens it up and discover that you lost out on $50,000.

I thought this was a unique marketing concept that could be used for other businesses. I am sure there is a way it could be used to integrate online and mobile marketing as well.

What does everyone think?
#cpk #promotional #strategy #unique
  • Profile picture of the author WillR
    I think it's a great idea. So who keeps the envelope though? The customer? I would probably end up putting it under a fluorescent light or steaming the seal open before I got back to the restaurant. lol

    Curiosity killed the cat - that's for sure.
    Signature

    .


    .

    {{ DiscussionBoard.errors[3923308].message }}
    • Profile picture of the author cshilling22
      Originally Posted by WillR View Post

      I think it's a great idea. So who keeps the envelope though? The customer? I would probably end up putting it under a fluorescent light or steaming the seal open before I got back to the restaurant. lol

      Curiosity killed the cat - that's for sure.
      Yes, you take the envelope with you and have to bring it in on your next visit. When I go back I am going to ask the manager what the response rate has been. I am sure it is pretty high.
      Signature
      Get your FREE e-book, Learn and Lead: 2 Simple Steps to Ignite Performance.
      {{ DiscussionBoard.errors[3923630].message }}
      • Profile picture of the author sepia
        Very creative plan.
        {{ DiscussionBoard.errors[3942908].message }}
  • Profile picture of the author Dexx
    A great and very creative strategy!

    I'll be adding it to my swipe file of marketing ideas for clients, including the various ways it can be expanded on.

    Cheers,

    ~Dexx
    {{ DiscussionBoard.errors[3923355].message }}
  • Profile picture of the author Nail Yener
    Never seen or heard of something like that before. This is pure genius. I see many offline shops/businesses who don't care about improving their business, attracting more customers etc. and on the other hand there are such great examples to us. I am sure a similar concept could be adapted to online.
    {{ DiscussionBoard.errors[3943309].message }}
  • Profile picture of the author danielkanuck
    I like this concept. But only if Olive Garden would do this also (lol... i love Olive Garden btw!)
    {{ DiscussionBoard.errors[3945134].message }}
  • Profile picture of the author Sondor
    I think that's a great idea, and maybe we can turbocharge it by also including a SMS text or QR code on the back of the envelope for say a free beverage or additional 10% off or something to build their marketing list? Hmm...
    {{ DiscussionBoard.errors[3947726].message }}
    • Profile picture of the author omurchu
      I agree - a great marketing idea - very unique and virtually guaranteed to bring repeat business.


      Hey cshilling22 let us know how the promotion went for the restaurant - would love to know.

      Frank
      {{ DiscussionBoard.errors[3948075].message }}

Trending Topics