Use opportunistic marketing to get more customers

I’m always amazed at how often marketers don’t take advantages of opportunities that present themselves. Virtually anything that happens can resonate in some way with a key value proposition or marketing message of your product.

I was reminded of this at lunch today near a closed and vacant Schlotzsky’s Deli.

I was eating a quick lunch and like to get out of the office occasionally to clear my head for a few minutes. I picked up lunch at Arby’s and parked in the vacant Schlotzsky’s lot to listen to sports radio and eat.

Two minutes after parking, a car drove up… parked… walked to the door of the completely empty building and then reluctantly walked back to their vehicle.

Another two minutes passed and a car pulled through the drive-thru, also completely empty. They paused for a few seconds and then slowly drove away.

In fifteen minutes, there were eight vehicles that approached a vacant restaurant (and note that it has been vacant for several months).

Why isn’t another restaurant taking advantage of this opportunity?

There is an Arby’s next door. A KFC / Taco Bell about 100 yards away. And even a Firehouse Subs across the street, with similar and arguably, better tasting sandwiches. Would it be that difficult for them to post a piece of paper to the door and drive-thru offering a $1.00 discount if they come to their restaurant instead and mention that they were at the vacant Schlotzsky’s?

I’d venture to say that in the fifteen minutes I was in their parking lot, someone could have gained at least eight more customers that may have liked their clever, albeit extremely obvious marketing ploy.

I know you are all very busy restauranteurs, so I’ve taken the time to make this simple. Just copy this format and see what happens.

My Movember Montage – 30 days of hair

This Movember, I didn’t shave for the entire month. The morning of the 30th, I shaved down to a sweet moustache and celebrated at the Movember gala. This video documents that itchy process.

Team RDU raised over $21,000.

Check out my Movember page with all of these pictures.

How to use Twitter and LinkedIn for business in 20 minutes

Yesterday at Internet Summit (follow the conversation on Twitter at #isum10), I had the opportunity to co-present with Myles Kleeger of Buddy Media about using Twitter, LinkedIn and Facebook for business. I tackled Twitter and LinkedIn and Myles focused on Facebook.

We had a short amount of time, but I opted to offer five things to do (I like easy takeaways from presentations) and one thing not to do for each network. My presentation can be found below.

In a strange twist of fate, this presentation ended up featured on the homepage and was a spotlight presentation on the How-To and DIY section (even though all the content is really verbal :).

Brand Haiku

Aaron Strout has a call for brand haikus. After my Zappos tour at BlogWorld, I wrote a post that ended up on MarketingProfs. I figured I should probably choose Zappos for my brand haiku as well.

Picked up in a bus
Zappos tour was the hotness
But move to Vegas

Not a total knock at Vegas, but I don’t think I could live there without being horribly broke and exhausted.
Brand haiku

Backlinking’s impact on marketing – an open discussion with Garrett French and Al Scillitani

Any sane marketer these days is trying to be in tune with SEO (search engine optimization), SEM (search engine marketing), as well as social media. The combination of all of those elements together gets you the most bang for your buck. Think of it as a product portfolio… technically, you could go with just one, but why not diversify to broaden your earnings and lower your risk?

Backlinking is a critical element of any solid online marketing campaign. The ability to identify the appropriate link sources, reach out to them and acquire a backlink with great anchor text is an art. Personally, it is something that I’m trying to improve.

I had the chance to chat with Garrett French of Ontolo (one of the smartest backlinking dudes around) and Al Scillitani of Phonebooth (analytics genius, colleague and all around nice guy) to learn more about backlinking.

Learn about backlinking in less than 20 minutes:

  • An introduction to backlinking
  • How backlinking impacts marketing
  • How social media is changing backlinking

Are you experimenting with backlinking and integrating it into your marketing campaigns?