About me

I'm a geek working as a distance learning specialist for a large corporation.

My Pandora "radio station" profile
This is my favorite way to listen to music now.

My Yahoo "radio station"
(Unfortunately, only works in IE.)

Shopping

Looking to purchase something online? Support Caddickisms by going through one of these links:

Caddickisms Store

Amazon.com

Calendar

July 2010
S M T W T F S
« Jun   Aug »
 123
45678910
11121314151617
18192021222324
25262728293031

Topics

Posts by month

Around the site

The movie lived up to the hype. And that's saying quite a bit. Jamie Foxx did an unbelievably good Ray Charles. By the end there were literally a couple of scenesReview: Ray

The Wachowski brothers have a firm grasp of visuals and a healthy respect for graphic novels. They also know how to write a script that challenges the viewer's perceptions ofReview: V for Vendetta

A few things have bubbled to the top lately... here they are: Personal Finance Tom's Inflation Calculator I was looking for a calculator that would tell me how much my current salary wouldLinkList: Personal Finance + Sci-Fi edition

You know, I was going to write a whole post about the specifics of stuff I loved about The Avengers. You've already seen my spoiler-free gushing (assuming you have doneThe Avengers (2012) with spoilers, and new things on the internet

Lots of series finales showed up this year. Some of them were only supposed to be season finales, but the shows were cancelled. Most of the time, they didn't knowSuper-Review: Cancelled shows

I just finished recording with my wife the inaugural edition of my completely new and wonderful conception: the "Things I didn't blog about but should have" podcast. That's right, you canComing soon...

Well, another year has come and gone. In just a few hours it'll be 2009. Lots of people all around the planet are gearing up for some serious, I-can't-remember-what-I-did-last-night celebrations.Mundane New Year's Eve

SCI FI Wire | The News Service of the SCI FI Channel As previously reported, Fox and Universal Studios have backed out of their deal to finance Halo. While not ideal,HALO movie - on pause

Star Trek: The Next Generation: The Last Outpost - TV Squad [tag]Wil Wheaton[/tag] has taken to doing reviews of old [tag]Star Trek: The Next Generation[/tag] episodes. He's only done a fewWil Wheaton reviews the show that made everyone hate him

Argh. Well, I finally upgraded WordPress to 2.3.3. I’d been putting it off because I was afraid it would break things. It ended up being worse than I thought. I’m still findingUpgrading broke half my stuff!

[caption id="attachment_803" align="alignright" width="405" caption="Green Lantern - First Flight"][/caption] With characters that have as huge of an existing storyline as Green Lantern, it'd be easy for a movie like Green Lantern:Review: Green Lantern: First Flight

Today held a couple of movie 'firsts' for me. I didn't see either of them coming. The first 'first': I went to a movie alone. The second 'first': I left before itThe #1 reason to walk out of Inception is...

Usability in the Movies -- Top 10 Bloopers Jakob Nielsens Alertbox Obviously a slow day in the world of Usability. This has got to be one of those posts that JakobA slow day in the world of computer usability reporting

I joined Facebook almost a year ago, if I remember correctly. I joined as an exercise for work. I was hearing a lot about how Facebook and similar social networkingI have a problem with Facebook, and it's Walt's fault

I'm late for leaving on a trip, so this will be quick. The Dark Knight Rises is a completely worthy capstone to the Nolan/Bale Batman trilogy. It turns the trilogy intoReview: The Dark Knight Rises (no spoilers)

“Free Pizza!!” or “How to completely bungle a marketing campaign”

A couple of days ago I received a coupon in my email for a free pizza from a local pizzeria. It was a one day deal – a free medium pizza on July 8th only. Not being one to turn down free food, especially food filled with grease and cheese, my interest was piqued. I closely examined the coupon for any hints of a catch, and found that there were no qualifications. Just show up, show the coupon, and walk away with your medium cheese pizza!

That coupon did exactly what it was supposed to do. It got me to go to their location, peruse their menu while I waited, and sample their pizza.

“A successful marketing campaign!” you might say. Ah, but if you’d seen what I’d seen (and tasted what I’d tasted), you might change your mind.

Here’s the thing… if you’re gonna advertise free pizza, you probably ought to have enough pizza to give away.

Apparently, they underestimated how much demand the words “Free Pizza” can muster in a community. I got to the place a little after 6pm, to find a sign taped to the door: “Free pizza ends at 6pm.” There were about 20 people waiting in a line or milling around the sidewalk with tickets. (They had taken to giving out tickets to speed the line along.) I was at the end of the line when the guy came through with the final round of tickets, so I was the last one to get a free pizza.

That also gave me a front row seat for how this place handled telling people that they weren’t going to honor their unqualified free pizza coupon.

To their credit, they were consistent and calm with their story. The story itself was simply that they ran out of ingredients, which isn’t going to help anyone who’s walking away without a pizza – especially the guy behind me, who asked “you have enough ingredients for him, but not for me?” It was a good question for which they had no answer, since picking me as the last person was rather arbitrary. Other than consistency and calm demeanors, they pretty much screwed everything else up.

They did not offer any “consolation prizes” – no free alternatives like a chicken fingers meal, or fries, or soda, or a coupon to get a free pizza on a return visit. They didn’t even offer much of an apology, really. What they did was create a whole bunch of people who were upset and will probably talk about it, thus losing customers and creating ill will toward them in the community.

Now, the second failure…. if you’re giving away free pizza in an effort to entice return visits, make a quality pizza. The pizza I came home with was just slightly better – maybe – than frozen pizza, with a tough crust and a very thin layer of almost crusty cheese. I hope that the low quality of the pizza was because they were rushing and making mistakes. If that’s the way their pizza is normally, I’m surprised they’re still in business. I know I’m not planning to go back and pay for pizza there.

The third failure: the coupon also prominently advertised their website as having their full menu and specials. The website, however, is a placeholder site only. It has their address and phone number, and “Under Construction” throughout. If you’re gonna advertise your website, maybe you ought to have a website…

So let’s review the “success” of this marketing campaign:

  1. People who managed to get a pizza got a sub-standard pizza, and probably won’t be back.
  2. People who managed to get a pizza had to wait a LONG time to get it, and by the time they ordered most probably didn’t order anything else in hopes of getting out quicker. No/low cash coming in.
  3. People who wanted a pizza after 6pm get flatly turned away with no positive experience whatsoever. They definitely won’t be back. (They’re open thru 9:30pm… that’s a lot of people turned away.)
  4. The people who couldn’t make it to get the free pizza but may have subsequently ordered something from the website advertising are completely lost. They not only won’t be back, they never came.

That is the result of a horribly planned marketing campaign.

Anybody else have experience with a marketing or customer service failure lately?

Tags: , , , ,

3 comments to “Free Pizza!!” or “How to completely bungle a marketing campaign”

Leave a Reply

  

  

  

You can use these HTML tags

<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

CommentLuv badge