2:10 — Kurt Vanderah introduces Noodles & Company‘s Marketing Manager, Nick Filler.
2:12 — The word of mouth campaign created with a t-shirt and a Sharpie pen.
2:13 — Noodles & Company are under 300 restaurants, but they use word of mouth and creativity to their advantage.
2:14 — The goals: do something different, create a spectacle, engage brand ambassadors, drive frequency for an extended period (40 days), and give guests a story to tell.
2:17 — The Great Salad Share: Pick up a t-shirt and share it with people you know. They used a coupon idea but changed the vehicle.
2:18 — The team utilized guest communication to get people talking and sharing. Their strategy was a huge success, but more important, it was a story that people told others.
Question and Answer Time
2:23 — Before they rolled the promotion, they tested with consumers what was the favorite salad.
2:27 — The program did end up losing its luster because the change of seasons and interest in salads. (i.e. people stop eating salads as much in the winter)
2:29 — In order for something to catch fire and be viral, you have to make it simple to share. The more complicated the story, the less it will be told … if at all!
2:30 — Communication with their restaurants was also essential for success. They had to make sure that everyone on the team was bought in and behind the idea.
2:34 — That’s it! Some great ideas shared in this session by Nick Filler.
About James Dalman
Fueled with a fiery and rebellious spirit, James has worked with billion-dollar brands to small businesses across the globe to improve their brand experiences and designs. He is a 25-year veteran who is passionate about helping off-the-wall brands tell their stories to the world. James currently offers his expertise as a brand consultant and free agent designer. He also speaks on branding, design, and entrepreneurship.
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