Lead Caputre In Cheesburger Paradise?
By Brian T. Edmondson in Listbuilding | 15 comments
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I recently visited my local Cheesburger in Paradise chain where I happened to accidently stumble into a pile of fliers that looks like cards you fill out the capture your customers Name, Email, Address, and Birthdate.
Well I do congratulate this chain for actually attempting to build a house list, I think they’re are some mistakes that are preventing them from capturing the most leads.
Take a look at the brochure and post your thoughts on what is right and what is wrong. Best answer will some kind of recognition and maybe even a chesseburger in paradise if available in your area.
Blog away…
Brian
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Kevin Riley | May 4, 2009 | Reply
Brian
From what I can see (image is pretty small), they’re not offering any benefits to signing up. Receiving the latest news from the islands is not a big incentive, IMO. Being on a list that gets exclusive invites to special beach burger BBQ parties – with a complimentary drink – would lure me to sign up.
brad | May 4, 2009 | Reply
they seem to be asking for to much information when a name and phone number would probably be enough.Ok the email is probably needed also.
Bryan Jones | May 4, 2009 | Reply
Brian,
When I look at the brochure, they are not offering a good enough incentive to the customer to sign up for this list.
They need to offer a free cheeseburger or at least the chance to get a discount on the their food if someone signs up. If they do this, they will get a lot of signups and people will come in more frequently.
No one cares about the “Latest News from the Islands.”
Hint: Hey Brian, I would love to have their business (as an offline consultant.) Want to join forces together? You get the business and I do the work? Let me know.
Joan Hackathorn | May 4, 2009 | Reply
They didn’t ask for an email address and I think it’s too busy.
Quincy Scarborough | May 4, 2009 | Reply
I like the creative and stylish print work.
But after looking at this I would recommend that they ask for phone numbers ( land and cell) from customer to have future use of voicebroadcasting or SMS campaigns to their customers. Maybe to give a more personal touch with a “Thank You” to that customer and reminding them of future specials.
The most important piece of this puzzle that is missing is not giving anything to the customer for getting this information. They could easily give a vacation gift coupon away here or a Free meal or maybe a Free Margarita or Pina Colada.
The dream gift here would be a to register for 2 FREE concert ticket drawing to Jimmy Buffet and FREE meal after or before the show.
I might add that “print clearly” on the form especially under email address would help the poor soul who has to hand punch-in this data.
Another option is to take this info at the time of paying for your meal and have a separate employee taking the info while their being rang up.
Good find Brian.
Internet Marketing Tools | May 4, 2009 | Reply
Hi Brian:
Yes, it is good to see that offline businesses are getting the idea about online marketing. But a lot are a bit off the mark. This flier is a good example of a “lead capture” that *could* be effective. Here’s a quick look.
1. You accidentally stumbled on these. Obviously, they need to be prominent. A message on the register receipt would be good too.
2. No incentive to sign up.
How about a discount or coupon in your email or free meal on your birthday (after all, the birthday is getting captured).
3. What do you do with the form?
Also, need to have an online method to register in case somebody wants to check out the website and sign up online.
They are certainly on the right track but a little tweaking would go a long way. Keep up the good work Brian!
Russell Portwood
Unknownnetworker | May 4, 2009 | Reply
They’ve left out some important steps, but I’ll give them an A for effort. It’s more critical to get started and make the mistakes than do nothing. Their Headline is weak with no lead in. There is no offer for specials or 2′fers. Nothing unique and no urgency.
Walt | May 4, 2009 | Reply
They’re asking for too much information.
At the most I’d go with First Name, Email, Zip, Birthday.
Also, they don’t really tell me what’s in it for me to sign up…”the latest news from the islands” Seriously? Who cares? How about something like “Sign up to get exclusive discounts and coupons”
Lisa Dingman | May 4, 2009 | Reply
Well, I think they left no reason to supply name or phone number. I would think why? whats in it for me?
They should be giving away free fries free burger, free raffel to get a free fries, coupons in your email. Really, news about a hamburger special in the mail in not exactly what people want to open but, sign up for the newsletter, get special recipies striaght from our kitchen and a coupon for a free shake this week coke next week or fries the following.
Heck for 20 bucks a month they could join one of those advertizing companies that you can give away free vactions and offer those as a raffle. Give your name and email and be entered to win a free 3 night stay at your hotel of choice. That is what I think.
Lisa
Lisa Dingman | May 4, 2009 | Reply
You know I am looking at it again thinking they are asking for both email and mail. I would think they would need one or the other. Why would I want to get the same information provided to my email as to my snail mail? It should say provide either your email or mail. Additionally, they are asking for your birthday and they are not saying why. Birthday club perhaps? What do you get it you sign up for the birthday club? Again, the consumer would say whats in it for me.
What do I like, I like the brocure itself. I am not fimiliar with cheeseburger in paradise so I am thinking its like an Island burger. I like the colors, the headline and the crinkeled paper but, It says geetings from paradise so I am thinking it is a hotel chain or resort. ” Greetings From The Islands” I would have only known it was a hamburger joint because you said so.
Thanks Brian!
Ernie | May 4, 2009 | Reply
1. Wiifm
2. The best news for the islands is from
roadrunner cable.
3. Why shouild I help you?
4. Who besides you benifits from the list?
5. How will you use the list to help others?
6. Very eye catching but I have no resaon to subscribe!
Ernie from California
Andre | May 4, 2009 | Reply
What kind of benefits are they offering to get my name and email address. Very catchy card though. And how about asking for a phone number since they are local.
V | May 8, 2009 | Reply
A good start. really don’t need phone number. then you got to have somebody make calls and for what?
I think an improvement in their process would be to give the option of having an URL for them to go to and take the slip home and go online and sign up with their email with optin and get a coupon for a free drink or discount in return, with promises of newsletter with coupons for free food or discounts. that would eliminate somebody having to sit down and enter the email addresses from the slips. would eliminate labour for the burger place and drive more business.
Lynn Leusch | May 11, 2009 | Reply
What a great learning lesson from a simple flier!
I agree with all the afore mentioned pros and cons regarding this flier:
Nice Graphics and Color Scheme (colorfully inviting)
There is no WIFM – reason for me to give them my information
Too much information requested; however not everyone has internet access yet, so requesting multiple sources of contact information could prove to be valuable for them
I went to dinner with a couple of friends at a chain restaurant a few weeks back and the manager came around asking us how are meal was. He gave each of us a little paper with a website to log on to and give them feedback on our visit. The two friends I was with are not students of marketing and they said the exact same things about that little flier as the comments mentioned above. They said…why should I give you my time and information… What do I get out of it? They felt there should have been an incentive for taking the time to give the restaurant their feedback.
I appreciate this great learning lesson. I think I can learn just as much, if not more from someone saying what is good/bad about this and why…and then having access to all of the feedback/answers from others.
Marketing Success Entrepreneur | May 26, 2009 | Reply
Most restaurants practice what I call “not knowing marketing.” People come into th establishment, have a great time, leave a big tip, and depart… but the restaurant can never contact them again because they don’t know who was there. But as you say, at least this group is doing “something.”
But reward them for doing it. Give them what I call the “sleeves out of your vest.” Give them a coupon to come back, to save a few bucks but visit the restaurant again. And for that coupon, capture their name and email address… leave everything else out: they are just impediments to building their list.
Charles Seymour Jr.
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