Build a Layered Brand, Encourage Habits

I've had a couple of experiences in the past couple of months with what I call "Habitual Marketing" campaigns, both yielding different results. Case A is Fresh & Easy, a new neighborhood-market-style store with locations popping up all over Phoenix. Case B is Starbucks, promoting their new Pike Place Roast coffee.

The Fresh & Easy Approach

Fresh & Easy sent a coupon to us for $5 off an order of $20 or more to entice us to check out their new store near our house. We went, got a few things, and were happy. End of story...a few weeks later, we got another coupon for $5 off an order of $20 or more. We went back, found a few more things we hadn't seen the first time, used our discount and went home. Soon, another coupon came in the mail for another $5 off an order of $20 or more. This time when visiting the store, I discovered several different proprietary flavors of ice cream which I knew my wife would love. Now who do I think of when I want to get an easy lunch or delicious ice cream? You guessed it, Fresh & Easy.

The Starbucks Approach

I went to Starbucks a month ago when they were debuting their new coffee roast, Pike Place Roast, by giving out free samples for 1 hour at 9am. The baristas didn't seem to know about the promotion, so instead they gave me a card valid for one free Pike Place Roast coffee every Wednesday through the end of May. (After they gave me the card, another customer came in asking for free coffee, at which point they realized I was telling the truth and gave me my free cup...but I digress) So, every Wednesday since I got the card, I've gone to my local Starbucks to get my complimentary cup of Pike Place Roast. I don't like the Pike Place Roast coffee (not my style), but it helps me associate Starbucks with the place I go to get my coffee.

The Point?

Add some gems to your business, something to discover. Then, do what you can to keep your customers exploring.

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