033 The Invisible Touch – If They Come For The Price, They'll Leave For The Price
The First Key: Price
Harry Beckwith talks about Boston Market (then Boston Chicken – do you remember when it was called that?) and how it built its business on the back of massive coupon marketing.
So many people showed up at the same time that the service slowed, the restaurants became really noisy, and people expected the lower prices. When the coupons finally stopped, the price-shoppers left.
Boston Market fell on hard times, closed many of the restaurants it had quickly opened, the stock plunged, and the chain looked like it would never return from bankruptcy.
Boston Market Is One Of My Favorites
Comparing all the fast food places I've been to, Boston Market is my favorite.
Don't tell all my relatives: for Thanksgiving, I go to Boston Market, buy their mashed potatoes and sweet potatoes (these are just like CANDY!!), and then some gravy as well. Sometimes I get their whole cranberry sauce, warmed apples, and corn bread.
This allows Pam to spend time on other things.
She's happy, I'm happy (I really do love the food from this place), and my relatives marvel at what we serve them.
I WANT this place to succeed.
But we must always be careful with the "audience" we attract and how we get them there – if they come from the price, they leave when the price isn't as low as before.
There is now ONE Boston Market in my general area (there used to be three) – I hope their marketing will improve and keep them in business.
My Thanksgiving needs them!
Best,
Charlie Seymour Jr
Blogging, Podcasting, Consulting
The Invisible Touch – A Marketing Blog Series By Charles Seymour Jr
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Charlie Seymour Jr is an entrepreneurial evangelist and marketing-success coach helping individuals and companies (up to $100MM) explode their success through online and direct-response marketing. He specializes in blogging, podcasting, photography, video, and Facebook applications. Visit his blog at http://bit.ly/24eYTO to learn more about his successes.
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Fallacies of Marketing
033 The Invisible Touch – If They Come For The Price, They'll Leave For The Price
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