Any dummy can become a CEO. Several years back, I presented a new marketing campaign to the CEO of a national pizza chain. No, not that one. Or that one, either. In fact, it’s probably not a brand you would think of at all today, though you might have fifteen or twenty years ago. Before delivery was king, this was one of the more successful sit-down pizza joints. It had once been the quintessential neighborhood pizza place. But that was then.
This was a place where they still hand-tossed the dough. A place where you could see and smell your pizza cooking in the oven. It was a brand experience that went way beyond answering the door to some zit-addled delivery kid, holding out his hand for a tip while his Yugo idled at the curb. We presented a campaign that focused on these strengths. It made you hungry for the pizza and for the experience. It made you feel that you got something special for your money. It made that CEO mad. I won’t go into the ensuing debate, except to say that it was heated, it was lengthy, and the guy cutting the checks got his way. As requested (though under protest), we returned with a campaign built purely around promotional offers. Sales continued to slide. Franchisees staged a revolt. And a year later, that CEO was out of a job. The point of the story is this: never confuse a low price point with good value. A low price can be a good thing, depending on your positioning. But price alone does not create value. For the full article and some great advice on how to market value, check out www.anonymousadguy.com --~--~---------~--~----~------------~-------~--~----~ The group you are subscribed to is a part of http://www.egiex.com You received this message because you are subscribed to Young Entrepreneurs of America. To post to this group, send email to [email protected] To unsubscribe from this group, send email to [EMAIL PROTECTED] For more options, visit this group at http://groups-beta.google.com/group/yeaa?hl=en -~----------~----~----~----~------~----~------~--~---
