A zaxbys in our Market did Half Price coupons and didn't feel they got good results even though the coupons sold well. I'm looking for a great idea/promotion to propose to the owner in couple weeks. Any ideas would be great appreciated!
Thanks Aaron! Thats a good idea, I'll keep that in mind.
Not familiar with Zaxby's. What kind of business are they? What's their objective with regard to the advertising? Coupons shout "short term, expiration-dated" - vs. something consistent to build their regular business steadily.
Zaxby's is a fast food chain like Chick fil-a. You're right I don't want short term, I want to build their regular business. The building is the owner's second and he is getting frustrated with the lack of business. He wants to fill tables consistently. The franchise is new to the area and people aren't used to going there, like people go to Chick fil-a. I want something creative, with minimal free food given away. I appreciate the help.
Sell the client a sponsorship with a specific commercial that would air between 10:00 a.m. and 11:00 a.m., and label the commercial "What's For Lunch". Have the client pre-record a week's worth of commercials and air a different commercial each day announcing the daily special. Sell the sponsorship for at least 13 weeks. If the investment is too much, take the promotion to 5 different places and do a "What's For Lunch" each day on a 5 business rotation.
Does the restaurant have a creative jingle or tag line? If not, come up with an on air contest and get listeners involved to create this for them. Even if they do, contest who can creatively come up with the best rendition of this-from a local school chorus group, a local budding musician, or other...post the submissions on You tube or facebook and with a deadline have the rest of the listneres along with restaurant owner pick a winner. Host a party for winner and x guests along with dj for lunch or dinner at restaurant.
Another idea:
Promote a weekly local Celebrity lunch or dinner days. Honor a local fire chief, school principal, mayor, town manager or other-bulid a :60 that becomes part- honor local people, and part Zaxby's-$1 off that day when you mention the person. Provides town chatter, local notarity for those honored. Nichole Romano Lebanon, NH
I think the first thing you must do is gain the trust of the owner. He must believe in you before he believes in anything you have to offer. Ask the business owner a good question like "what is the most expensive thing in his restaurant?" He might say the ice machine, the stoves, etc. Then you tell him the most expensive thing in his place is an empty table or booth. He will always agree with you. Explain that you want to help him fill the place with people on a regular basis but it's not going to happen in a short period of time. The owner has to trust you and your station and ask to form a partnership with him as success will follow. Why do you think Burger King still advertises? Everyone knows who they are, where they are located and what they serve. The reason is .....because McDonalds won't stop advertising
I have had luck with restaurants -new ones- sponsoring something- triva. They give away something trivial each week
so they get on the radio with promos, their spots, the trivia and the listeners then go to the restaurant to redeem the
coupon... our last one gave away milk shakes in the summer and soup in the fall. (dine in only ) which i assume would bring in money as well because no one likes to sit by themselves and eat soup.
Good luck.
It's all about the message. If the client likes the message, they'll buy from you. There are some good TV and radio ads on the Zaxby's website. I think the audio is good enough on two of the TV ads to stand on it's on. I'll be willing to bet the client has no idea that creative is available to him. Sell him 26 weeks and include a lunch promotion with your morning team. Let people register on-line for this. All the lunches will be at Zaxby's. Strong message, with promotion, on-air, on-line.
I like that idea. Thanks James!
Very creative. Promoting a local celebrity would fit well with what my station currently does, so I like that. Also creating a jingle would be awesome. Thanks Nichole!
Great Advise James! I actually used to work for the franchise owner of Zaxbys in Charlotte NC for a few years when I was in High School. I hope our previous relationship will help me get him on the air. I'm going to use that question and the line about Burger King. Thanks!
Thanks WRJC! I do trivia contest all the time on my show, so would work well.
Thanks Jack! I would have never thought of that. Great idea!
Reed,
I'd suggest that you take a portable recorder into Zaxbys and do some impromptu interviews with patrons eating there (or using take-out). You're looking for sound bites that can be pieced together in an engaging way. I've attached two examples of commercials created using this approach, one for Subway, created by Jeffrey Hedquist of Hedquist Productions; and one I put together for a local Great Clips. You never know what you'll get, but these types of spots generally turn out well and no two sound alike. If Zaxbys has a jingle or theme music, incorporate it into the commercials. And think about this as a campaign, not just a one-up. Maybe do a new spot once a month, balancing repetition with variety. Love to hear what you come up with!
Thank you Rod. I actually went out to the Zaxby's today and recorded some customer doing what you said. I'm going to produce it and I'll let you hear it. Great idea!
