Yesterday more than 2 million people enjoyed a Grand Slam breakfast from Denny’s on the house.
As you probably heard through the thousands of news reports, almost all Denny’s restaurants across the country gave everyone a free breakfast who came in from 6 am until 2 pm.
And it reaped a ton of free publicity: about $50 million worth!
What Denny’s did is something that people in marketing have been doing for years – called sampling. It’s one of the most effective publicity strategies out there, allowing potential prospects to try before they buy.
And thousands of companies are using it to create brand awareness – and free publicity. McDonald’s, Starbucks, Dunkin’ Donuts and Panera Bread all have had free coffee and food promos in the past year.
And you can do it too. Here’s how:
1) Create something of real value- or use something you already have that is of value for your giveaway. Many people make the mistake here. They forget that value is key. Giving away crap isn’t going to get anyone to feel good about you or your brand. (How many times have you got a free download and realized it’s just worthless? Do you end up doing business with them again?)
2) Create a promotion around that giveaway. Include press releases, social media announcements, advertising, direct mail. Whatever you can afford!
3) Start promoting it at least a few days in advance. (You may want your press releases out earlier than that though!)
4) Be prepared to handle the demand. Make sure your back end can deliver what you promise. Many Denny’s had run out of syrup mid-morning. Not a good sign of preparedness.
Want a taste of my new Attract More Clients and Customers with Free Publicity Class? Then you need to know I’m dishing out a sample on Friday, February 6 at Noon EDT with a free teleseminar. Register today at https://cc.readytalk.com/cc/schedule/display.do?udc=1ulebic1y1508