So I’m writing and doing some research today when I see this headline:
“Free breakfast at Denny’s? I’m there!”
That got my attention. Not because I like Denny’s — I don’t. But the idea of a free meal is compelling.
So here’s the scoop:
Denny’s ran a commercial during the Superbowl. That commercial offered a free “Grand Slam” breakfast to anybody who came in today, Tuesday, February 4.
According to this article, Denny’s was on track to serve 2 MILLION free breakfasts in a single day.
Oh. And their web site? On an average day, it will get 350,000 visits. Since running the commercial, they’ve had 40 million “hits” in about two days (not sure if they’re confusing hits/visits… big difference).
Now, if Denny’s was smart, they would have had some kind of way to get all those customers to come back again this week. A $2-off coupon. Or a “buy one, get one free” coupon. Something.
Otherwise, all those free meals may go to waste.
No matter what happens, I think this example proves free isn’t dead. Not by a long shot.
-Ryan M. Healy
P.S. Have you ever studied Nutrasystem ads? They’ve built an entire company on two things: Amazing before-and-after testimonials… AND… by giving away a free week’s worth of food to new customers.
Obviously, they’re making their money on weeks #2, 3, 4, etc.
If Denny’s knows what they’re doing, and they’ve put something in place to get customers to come back, they may have just created a marketing “Grand Slam.” ;-)
—-> Read my follow up post here: Freaks People Out, He Says
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grand slam Ryan hehe no but seriously…good one!
I’ll come back to see more good posts like these!
Denny’s’ idea is good, but there were other ideas, too. The amateur Doritos commercial was a favorite, as was Hulu (advertising an online video service on TV? what?).
If you’re interested in seeing a little more in-depth about the different tactics employed in the superbowl ads, newsy.com had a clip about it that I thought was interesting.
Drove by the Denny’s today, which is the same business park as my office- I’ve eaten there maybe fifteen times in 13 years… never waited even one second for a table.
I show up for work this morning at 6:30 and can’t find a parking space; I was bewildered. Went out for lunch and there were people lined up into the street. There must have been over 100 people in line.
Now I know why.
My wife talked to someone today that drove by the mall (where Denny’s is located)in our town at 6AM. The line went all the way across the mall parking lot to Mervyns (the store where Mervyns was that is). That’s about 150 yards or more.
When my wife went by on the way to work at 9AM it was still out the front door, down the walk, and into the Denny’s portion of the parking lot. Still maybe 10 yards out the front door.
We only eat at Denny’s when my wife wants her car washed (car wash is right next to Denny’s).
I’d say free does work. As soon as I saw the ad, I made a conscious decision to avoid Denny’s on Tuesday. :)
I don’t think the guy that hit his boss where it counts with the snow globe is getting a promotion anytime soon. They did get free Doritos in that office though.
So free does work. In one case it’s called stealing and vandalism though. :)
Free works at getting attention. Whether it creates profits is much less clear – exactly as you say Ryan.
As for the free NutraSystem – they probably have a lock-in for the following week’s payments with a ‘Don’t like it, don’t continue’ guarantee or the like. So it’s not really free.
Bit like BOGOF as you suggested which isn’t really free – but it outsells 50% off, half price and 2-for-the-price-of-1.
In a Dan Kennedy example, he talks about an entrepreneur who develops delis in local business parks.
He kicks off the deli opening by going around and leaving coupons for free lunch sandwiches at offices in the near by area. This really jumps start the business. The amount he ’spends’ giving away sandwiches is less than a years worth of advertising and far more effective. With each free sandwich he hands additional discount coupons. After the deli get going he sells it and starts another.
Kennedy’s comment is that he thinks that is terribly under used technique.
John
http://www.DirectMarketResults.com
Hey Ryan, I think that their goal was to take this game we call marketing to the next level. And, when it is all said and done, they did.
It was the biggest game of the year, and all the players that could fork out the bucks were there. My only question is was this campain effectave, and if so, what in your mind should we take away as copy writers, and marketers?
PS.
My husband and I almost took advantage of the free meal, but it came down to a time factor and we just didn’t have enough.
I thought the same thing Ryan! …anyway made my way to the nearest Dennys and thought I was going at a little less busy time. (considering the ad)
SURPRISE: They were not permitting any more people inside as FIRE MARSHALL HAD BEEN CALLED!!! Dennys was full to capacity, parking lot full, with people and cars in line, and street into the lot was also backed up.!!
All for 2 runny eggs, some burnt bacon and a couple flapjacks. They were issuing rain checks which I got.
Amazing what advertising the RIGHT OFFER can do :-)
Forget about the free breakfast. How about Ryan’s FREE Conversion Booster worth $49!?!?!? That’s worth a few breakfasts :-)
@Temogen – Thanks!
@Daniel – Good ideas don’t necessarily lead to business results. I like to know the results before I judge a commercial good or bad.
@Ron – No Denny’s near me, so I didn’t have a clue until I saw this news article.
@Perry – I’m like you. I’d rather go to a paid meal or event just to avoid the crowd. If I hear of an offer like that, I make a mental note to steer clear.
@Martin – You’re probably right about Nutrasystem having a lock-in for Week #2. I’ve never gone through their ordering process.
@John – I almost mentioned that in this post, so I’m glad you brought it up.
@Teresa – The takeaway is that making a free offer can work, so long as you have a way to make your money back in future sales.
@Bruce – Amazing! They could run a great headline from that. HUNDREDS FLOCK TO DENNY’S. FIRE MARSHALL CRASHES PARTY & SAYS, “NO MORE!”
@Tony – Well, yes. There’s always that. ;-)
hmmm… before and after pics at Denny’s.
Good for nutri-system’s business. LOL
Seriously, they say free doesn’t work, but I’ve seen it proved time and time again that it does.
The email spam rules are what ruins it for me. If I see FR*EE or some other variation in the title, I don’t look. I just delete the message without opening it. It comes across as a gimmick, and I’m too busy to play with those.
For me to open it, it will have to be someone I know well – and then I’d tell them what I thought about it.
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