Kids Eat Free…
If you were at the Entrepreneurs Network One Day Spectacular at the end of September, you’ll know that my colleague Thom Smith and Nick ‘Big Fish’ Fisher led a session on Facebook Live.
Unsurprisingly, people loved it. I say “unsurprisingly” because Facebook Live is the new shiny toy for marketers all over the world, with every man and his dog getting on it to promote their wares or add value to their audience.
But here’s the truth: hardly anyone is doing Facebook Live well. I’d put EN founder James Sinclair in a small group of people really maximising the medium, with a much larger group just creating more “noise” for people to ignore.
But today I came across an exceptionally well thought out Facebook Live post, by none other than Jamie Oliver, and what this post proves is that regardless of media, it’s the implementation of proven marketing principles that really make the difference.
As you’ll know “the Naked Chef” started his broadcasting career presenting a cookery show, and as the years have gone on he’s developed several other business interests, including a chain of Italian restaurants, imaginatively named “Jamie’s Italian”.
And this week, Jamie took to Facebook Live to promote his “Kids Eat Free” offer. The offer pretty much does what it says on the tin – it allows kids to eat free in his restaurants when accompanied by a paying adult.
The reason it’s such a smart offer is the timing of it. The promotion takes place during the October half term; a time when – literally – millions of parents have to decide what to do with their kids.
By giving all of those parents a really good excuse to come in and eat in his restaurants, he’s giving himself the very best chance of maximising his revenue during what should be a busy time.
But it’s not just the articulation of the offer that’s smart here; it’s also the way that Jamie deals with potential objections in the mind of the parent.
Any good sales letter or pitch addresses and deals with objections in the mind of the prospect – and that’s exactly what Jamie does when he explains that the offer is running for two weeks, so regardless of what area in the country you’re in, you’ll be able to get the offer during your child’s half term.
Having dealt with that objection, he then goes on to make it clear that parents need not worry about their child making a mess. He identifies with the parents by explaining that his kids are messy too, and tells them that each restaurant is “geared up” to deal with it.
For me, there are three big learns from Jamie’s initiative:
1) Understand your audience’s need and craft an offer that responds to that need
2) Get inside your prospect’s head. Seek to understand all of the reasons why they won’t take you up on your offer, and then deal with each of those objections in your copy, your sales material or even on Facebook Live…
3) Know your numbers. Any offer you make should still make you money. Jamie knows that if he can get parents in on the back of this offer, he’ll more than make up what he gives away in the ‘kids eat free’ offer with the parents’ spend on food and drink.
Have a great day.