iframe>
The number I want you to remember today is 38.
38.
That is the number of slots on the American roulette wheel (0.00 and 1 through 36). That is the atomic number of strontium. Colorado is 38 second state admitted to the Union. And that is the current Guinness World Record for the most fish caught with one hand in a minute (set in 2005 by Mirko Dhem and Nils Graulich with salmon).
The number 38 is also significant for word of mouth . Over the past few weeks, you've heard me talk about word-of-mouth marketing and its importance to business growth. As I said, word of mouth is not created equal and it is not evenly distributed.
Word of mouth is not created equal and is not evenly distributed. #ChatterMatters Click to post
Restaurants, in particular, are from -hot zones in the mouth. Here's the 38 that comes up: I've spoken to hundreds of customers who've dined at the Cheesecake Factory, and 38% of them have told others — without being asked — about the size of the menu. The menu is huge, it huge . It is 5,940 words long, which in itself is the focus and cause of much discussion among customers. That way, existing customers will recruit more customers for the Cheesecake Factory. We call this a chat trigger, but I'll get to that in a minute.
Of the hundreds of customers who have dined at the Cheesecake Factory, 38% have told others — without being asked — about the size of the menu. #ChatterMatters Click To Tweet
In our exclusive word of mouth report, Chat problems , we found that when choosing a restaurant, half of Americans rely on recommendations from friends and family. When it comes to restaurants, offline referrals are more persuasive than online referrals.
Remember, word of mouth is not evenly distributed, even when it comes to audience segments within the same industry.
As you can imagine, young Americans rely heavily on online word of mouth such as social networks and ranking sites. When it comes to choosing a restaurant, Gen Z and Millennials are 99 percent more likely to rely on social media and online reviews than Gen Xs and Boomers.
When choosing a restaurant, Gen Z and Millennials are 99 percent more likely to rely on online and social reviews than Gen X and Boomers. #ChatterMatters Click to Tweet
[embed]https://www.youtube.com/watch?v=mml0KNAuKYI[/embed]
Two more awesome chat trigger examples
In our new book, Chat Triggers: The Complete Guide to Creating Customers with Word of Mouth , Daniel Lemin and I talk about some examples of effective word-of-mouth strategies used by restaurants. Thanks to the chat-enabled menu, Cheesecake Factory has spent very little on advertising and is an example of how your customers can grow your business.
So what are others doing to push their customers to talk? Here are two additional restaurants with a killer chat trigger :
1. Skip the kitchen: Choose a card, win a meal
Skip's Kitchen is a restaurant in Sacramento, run by a man named Skip. The restaurant is counter service and its menu consists mainly of premium burgers. Customers come to the counter and place an order. Once they've placed their order, whether it's one person or 12 — side, person behind the counter, fans hand out a deck of cards and say, “pick a card.” If the customer chooses a joker, the entire meal is free. On average, this happens three times a day and people go looking for it. If a joke is pulled, a bell rings, selfies are taken, and customers tell their friends about Skip's. Skip's spent zero dollars on marketing for seven years. Enabling their joker chat is the only thing they do, and – most of the time – there is a line to dine at Skip's.
Skip's Kitchen's TT = pick a Joker and get a free meal! (Wonderful?) # Marketing # DSDAL
– La Shae Leonard (@Social_Shae) December 5, 2017
2. Five Guys: Pile on the Fries
DC-based Five Guys fast food restaurant has nearly 1,500 restaurants globally with more in the pipeline. Five Guys is known for its basic but solid menu, quality food, and consistent commitment. It is also known for its french fries. You can order fries in one of two ways: salted or Cajun, and both are known for being delicious, but good fries alone don't qualify as a trigger. Get a bunch of bonus chips. Every time you order fries at Five Guys, they give you extra, and I mean LOTS of extra fries. A small order looks like a large order, and an order large enough to feed a middle school classroom. This act, the act of giving customers an extra mountain of fries, has become what Five Guys is famous for, and its customers are sure to refer to it.
The amount of leftover fries you always find at the bottom of the bag in five boys is what keeps me alive
– Laura (@laura_allison 99) November 18, 2017
Whether it's the restaurant industry where word-of-mouth rules or B2B, any business can have an element that triggers a conversation and drives customers to make the conversation because of it.
Download the full report Chat Problems the most recent word of mouth research for marketers. Talk Trigger released on October 3 and is available on Amazon.
Chatter Matters is an exclusive word of mouth report produced by Convince & Convert Consulting and research firm Audience Audit. It examines the word-of-mouth attitudes of 1,001 randomly selected Americans. The margin of error is approximately +/- 3.1%. Chatter Matters is an accompaniment to the new book, Talk Trigger: The Complete Guide to Creating Customers with Word of Mouth. Talk Trigger co-written by Jay Baer and Daniel Lemin.
Post a Comment
Post a Comment