December 30, 2024 • 14 mins
What if you could boost your brand's signups by 15% with nothing more than a giant inflatable donut and a little local flair? Discover how Grubhub achieved this impressive feat by teaming up with Stan's Donuts and Coffee in downtown Chicago. We break down the innovative strategies they used to capture attention and engage the community in a way that was both fun and effective. With high-value gift cards and strategically placed QR codes, Grubhub seamlessly combined digital and offline marketing efforts to create a memorable food experience that resonated emotionally with their audience.
In this episode, we also explore how small businesses can harness the power of creative marketing, just like Grubhub. We share insights on how enthusiasm and experimentation can lead to successful campaigns, even on a smaller scale. The giant inflatable donut campaign is a testament to the impact of strategic creativity, and we encourage you to think about how these ideas can be adapted to fit your business. Join us as we celebrate the joy of marketing and inspire you to keep exploring and embracing creativity in your efforts to connect with your community and enhance your brand.
Grubhub Uses Donuts To Entice Local Sign-ups
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
All right, let's kick off another deep dive.
(00:01):
Today we're looking at get thisGrubhub and a pretty clever
local marketing tactic theycooked up.
Speaker 2 (00:08):
Grubhub huh Color me intrigued.
Speaker 1 (00:11):
Yeah, right, so we're digging into this Street Fight
article from December 12, 2024.
It's called Grubhub Uses Donutsto Entice Local Signups.
Speaker 2 (00:21):
Donuts.
Eh, Sounds promising already.
Speaker 1 (00:24):
Right, and that's what we're here to unpack for
all you local business ownersout there listening how would
Grubhub use donuts to get morepeople signing up for their
Amazon Prime partnership programand, more importantly, what can
we e-learn from it?
Speaker 2 (00:36):
Hit me with the details.
Speaker 1 (00:37):
Well, right off the bat, this article throws a
pretty vivid image at you Agiant inflatable donut, smack
dab in the middle of downtownChicago.
Talk about attention grabbingright?
Speaker 2 (00:48):
Oh, absolutely.
I mean, who doesn't love a goodgiant donut?
It's fun, playful, definitelygets people stopping and looking
.
Maybe snapping a few picturesSmart move for sure.
Speaker 1 (00:56):
Definitely.
And they didn't just go withany donut, they teamed up with a
local favorite, stan's Donutsand Coffee.
Speaker 2 (01:02):
Yeah.
Speaker 1 (01:02):
Adds that extra touch of authenticity, don't you
think?
Speaker 2 (01:04):
For sure.
Partnering with a local namelike Stan's just makes it feel
more genuine, more connected tothe community.
Speaker 1 (01:11):
And speaking of local , the article quotes Grubhub's
VP of brand, Marty Kane, and sheactually says they chose
Chicago specifically becauseit's their hometown.
Apparently, awareness about theAmazon Prime partnership was
kind of low there, so theywanted to give it a boost.
Speaker 2 (01:27):
Makes sense.
You know, it's interesting howeven a huge company like Grubhub
still recognizes thathyper-local focus, right
Connecting with the community.
On a personal level, it matters.
Speaker 1 (01:38):
Absolutely so.
How about this?
The article mentions thatGrubhub was giving away pretty
high-value gift cards at theevent, and no surprise.
Speaker 2 (01:49):
It worked like a charm Lots of engagement, people
talking about it, all that goodstuff.
Incentives always get peoplemoving right.
But I think the bigger takeawayhere is that it's not just
about giving stuff away.
It's about understanding youraudience, knowing what they find
valuable, what makes them tick.
Speaker 1 (02:00):
Okay, but get this.
They didn't just stop at thegiant donut and gift cards.
They had an LED truck drivingaround Chicago promoting the
event.
Social media ads even roped insome influencers to create
content.
They went all in.
Speaker 2 (02:14):
Wow, that's commitment.
I mean a full-blown campaignlike that might not be realistic
for every business, but theidea behind it, that's the gold.
Integrating your online andoffline efforts, that's where
the magic happens.
Speaker 1 (02:27):
I hear you Now.
They did mention running into afew bumps in the road.
Apparently they underestimatedhow much people love hot cocoa.
And then there were somepermitting issues they had to
work through.
Speaker 2 (02:37):
Yeah, that's a good reminder that even with the best
planning, sometimes things gosideways.
You got to be flexible, readyto adjust on the fly.
Speaker 1 (02:43):
For sure.
Things go sideways.
You got to be flexible, readyto adjust on the fly, for sure.
One thing that really jumpedout at me was how they were
using QR codes to get peoplesigned up for the Amazon Prime
deal right there at the event.
Such a simple way to captureleads on the spot, right.
Speaker 2 (02:55):
Oh, absolutely.
It's all about making it easyand convenient.
And speaking of capturing leads, it reminds me of how valuable
a tool like Rainmaker ReputationAI CRM can be for local
businesses.
Imagine a system that not onlycaptures those signups from a QR
code but also helps you manageall those new leads and nurture
(03:15):
those relationships over time.
Speaker 1 (03:16):
It's like having a digital assistant that takes
care of all that for you.
Speaker 2 (03:20):
Exactly.
And speaking of staying intouch, the article really
emphasized the importance ofemail signups.
Apparently, Grubhub saw a 15percent jump in signups after
the event.
Speaker 1 (03:30):
That's huge, and it goes back to what we were
talking about earlier, aboutunderstanding your audience and
giving them something they value, whether it's a discount,
exclusive content, whatever.
Having their email addressallows you to stay top of mind.
Speaker 2 (03:41):
Exactly Building that relationship, keeping that
connection alive.
That's what keeps people comingback for more.
Speaker 1 (03:47):
Couldn't agree more.
And you know they actuallyshared some results in the
article Over 10,000 social mediaimpressions and a 10% increase
in app downloads.
Pretty impressive for a singleevent, wouldn't you say?
Speaker 2 (03:58):
Absolutely.
It goes to show you don't needa massive budget to make a
splash.
Sometimes a well-executed,creative event can be all it
takes.
Speaker 1 (04:07):
It's all about taking those core principles and
figuring out how they fit yourbusiness, your community.
Speaker 2 (04:12):
Couldn't have said it better myself.
So I'm curious what else can welearn from this Grubhub
campaign?
What other nuggets can we digup and apply to our own
marketing strategies?
Speaker 1 (04:21):
Great question.
You know, I'm particularlyinterested in how they tapped
into the emotional side of food.
How can we as local businessesdo that?
How do we make people feelsomething positive when they
interact with our brand?
Speaker 2 (04:34):
Now that's a deep dive worth taking.
Let's get into it.
You know, reading that articleagain, it really struck me how
Grubhub played up that emotionalconnection people have with
food.
Speaker 1 (04:44):
Totally.
Their VP of brand actuallytalks about how food creates an
experience, especially when itinvolves, like beloved local
restaurants.
Speaker 2 (04:52):
Exactly.
They're smart to tie theirbrand to those positive emotions
that people already associatewith.
You know, going out to eat orordering their favorite takeout.
Speaker 1 (05:01):
And I mean it's all part of their Deliveries.
Other Half campaign right,Making food delivery more
accessible, more enjoyable,through that partnership with
Amazon Prime.
Speaker 2 (05:10):
Right.
They're not just selling aservice, they're selling a
feeling.
The convenience, thesatisfaction, the joy of good
food Like those are powerfulemotions to tap into.
Speaker 1 (05:19):
It's a good reminder for all of us, right?
What emotions are WE connectingto our brands?
Yeah us right.
What emotions are WE connectingto our brands?
How can we, as local businesses, make our customers feel
something positive when theyinteract?
Speaker 2 (05:31):
with us.
I think about my favorite localspots and you know, it's often
that personal touch, that senseof connection that makes them
special.
It goes beyond just atransaction.
Speaker 1 (05:40):
For sure, Like when you walk into your go-to coffee
shop and the barista alreadyknows your order.
That's brand loyalty built onlike genuine human connection.
Speaker 2 (05:49):
And you can build that same feeling online too.
Whether it's personalizedemails, engaging social media
content or even just respondingto customer inquiries
thoughtfully, those smalltouches make a difference.
Speaker 1 (06:00):
It's all about building relationships, just
like Growpub did with theirdonut event.
Speaker 2 (06:04):
Speaking of relationships, that article also
highlighted the importance ofcollaborating with other
businesses like Grubhub, teamedup with Stan's Donuts, getting
access to their loyal customerbase and, of course, those
delicious donuts.
Speaker 1 (06:18):
Totally a win-win.
Yeah, both brands get somethingout of it.
The exposure, the positiveassociation, it's great.
Speaker 2 (06:25):
So if you're planning an event or promotion, think
about potential collaborators.
Maybe it's a complementarybusiness in your area, a local
charity or even a social mediainfluencer.
Speaker 1 (06:35):
The key is finding a partner whose values align with
yours and whose audience kind ofoverlaps with your target
market.
Speaker 2 (06:41):
Exactly Leverage each other's strengths, reach a
wider audience.
Everybody wins.
Speaker 1 (06:46):
Okay.
So the article mentions theywere giving away those high
value gift cards as an incentive, and it got me thinking what
are some other creativeincentive ideas that don't
necessarily involve like givingaway money or freebies?
Speaker 2 (06:57):
That's a good one.
Incentives don't always have tobe monetary.
Think about what your targetaudience truly values.
Maybe it's exclusivity, likeearly access to a new product,
or a behind-the-scenes look athow you do things.
Speaker 1 (07:09):
Ooh, I like that.
Or what about an opportunity tolearn something new, like a
workshop or a guest speakerevent that's related to your
industry?
Speaker 2 (07:18):
Exactly.
You could even offer apersonalized consultation or a
custom-made product, somethingthat feels unique and special to
your customers.
Speaker 1 (07:26):
The goal is to create that memorable experience,
something that encourages peopleto stay engaged with your brand
even after the event's over.
Speaker 2 (07:35):
And remember the article talked about how Grubhub
actually measured the successof their event tracking, social
engagement and sign-ups for thatAmazon Prime partnership.
It's a good reminder that weneed to be tracking our results
too, seeing what's working andwhat's not.
Speaker 1 (07:48):
Data's king right.
Otherwise, how do we know ifour marketing efforts are
actually paying off?
Speaker 2 (07:53):
Totally agree, and luckily there are tons of tools
out there that can help youtrack things like website
traffic, social media engagement, email open rates, the whole
nine yards.
And speaking of which, itbrings to mind Rainmaker
Reputation AI CRM.
Not only can it capture leadsthrough those QR codes we talked
about, but it can also give youvaluable insights into customer
(08:15):
behavior and how your campaignsare performing.
Speaker 1 (08:18):
It's like having a marketing assistant constantly
gathering data and helping youmake better decisions.
Speaker 2 (08:22):
Exactly.
Speaker 1 (08:23):
So let's circle back to Grubhub for a sec.
They really went all out withtheir campaign the LED truck,
the social media ads, theinfluencers.
That had to cost a pretty penny, right.
Speaker 2 (08:33):
Oh for sure, but remember the principles behind
their campaign.
Those can be applied on anyscale.
You don't need a huge budget toget people talking about your
brand.
Speaker 1 (08:41):
So true.
Get creative with your onlineand offline marketing efforts.
Maybe, instead of an LED truck,you partner with a local bike
messenger service to deliverflyers with a special offer, or
host a social media contestwhere the prize is a gift packet
filled with your best-sellingproducts.
Speaker 2 (08:57):
Exactly, it's all about thinking outside the box,
finding those unique ways tomake your brand stand out in
your community.
Speaker 1 (09:03):
And speaking of unexpected twists, the article
did mention that Grubhub raninto a few snags, like
underestimating the demand forhot cocoa.
Just goes to show things don'talways go according to plan.
Speaker 2 (09:16):
That's why flexibility is so important.
Have those backup plans inplace.
Be ready to pivot if you needto.
Speaker 1 (09:23):
So, thinking about events, what other challenges do
you think local businessesmight bump into?
Speaker 2 (09:28):
Hmm.
Well, I think one of thebiggest hurdles is just getting
the word out there.
You know you could have themost amazing event planned, but
if nobody knows about it it'snot going to be a success.
Speaker 1 (09:37):
You're telling me, getting the word out, promoting
it effectively.
That's crucial.
Social media is great for that,but don't forget about like
good old-fashioned flyers,posters, maybe even reaching out
to local media.
Speaker 2 (09:49):
Right.
And then there's the wholelogistics thing securing permits
, finding the right venue,coordinating with vendors it can
all get pretty time-consumingand, honestly, kind of stressful
.
Speaker 1 (09:59):
Yeah, for sure.
I think it helps to have areally detailed checklist, a
timeline, to keep everything ontrack and don't be afraid to
delegate tasks, you know, askfor help from friends or
colleagues.
Two heads are better than one,right.
Speaker 2 (10:12):
Absolutely.
And then, of course, there'sthe budget.
It's always a factor.
You've got to set realisticexpectations and try to stick to
them as much as possible.
Speaker 1 (10:20):
Though you can get creative with it.
Look for ways to save, maybepartner with other businesses or
utilize free resources likesocial media.
Speaker 2 (10:28):
Exactly and remember sometimes the most successful
events aren't the ones that costa fortune.
Sometimes the simplest ideasare the ones that really
resonate.
Speaker 1 (10:36):
Totally agree.
It's all about creating thatexperience that really connects
with your audience and leavesthem with a positive impression
of your brand.
Speaker 2 (10:43):
And, if you, can do that, that like really connects
with your audience and leavesthem with a positive impression
of your brand, and if you can dothat, you're on the right track
to building lasting customerloyalty.
Speaker 1 (10:49):
So, as we wrap up, what's your like?
Final thought for our listenerstoday what's the one thing you
really want them to take awayfrom this whole deep dive into
Grubhub's marketing strategy?
Speaker 2 (10:59):
You know, I'd say the key takeaway is this Don't
underestimate the power of local, even in today's digital world,
those real world connections,they still matter.
Speaker 1 (11:09):
For sure, and remember, you don't need a giant
inflatable donut to make a bigimpact.
With a little creativity, alittle strategic thinking, even
small businesses can createmarketing magic right in their
own communities.
Even small businesses cancreate marketing magic right in
their own communities.
Speaker 2 (11:23):
Think about it this way You're not just competing
with other businesses in yourtown, you're competing with all
the distractions of the modernworld.
Speaker 1 (11:31):
Right, everyone's attention is being pulled in a
million different directions, sohow do you break through that
noise and make your brand standout?
Speaker 2 (11:38):
Well, Grubhub gave us a pretty good example.
Create something fun, engaging,something that brings people
together around a sharedexperience.
In their case, it was donuts.
Speaker 1 (11:47):
And it worked.
They took something simple andturned it into this memorable
event that got people talking.
Exactly, and that's what it'sall about generating buzz,
creating positive associations,building relationships and the
fact that, like the articlementioned, grubhub's planning to
take this whole thing to othercities.
Well, that tells me they'reseeing real results from this
strategy.
Speaker 2 (12:07):
Yeah, why not right?
If it's working in Chicago,it's worth trying elsewhere.
It really speaks to the powerof that hyper-local approach.
Speaker 1 (12:15):
Okay, so let's bring it all home for our listeners.
Speaker 2 (12:17):
Yeah.
Speaker 1 (12:17):
What are some like actionable steps they can take
to apply these ideas to theirown businesses?
Speaker 2 (12:23):
First, I'd say, really take some time to
understand what makes yourcommunity unique.
What are those local events,traditions, even just favorite
hangout spots that you can tapinto?
Speaker 1 (12:33):
Right.
Find those authenticconnections that will resonate
with your audience.
Speaker 2 (12:36):
Next, think about what you can offer that's truly
valuable to your customers.
It doesn't have to be adiscount or a giveaway.
It could be an experience, alearning opportunity or even
just a chance to connect withyou and your team on a more
personal level.
Speaker 1 (12:49):
It's about creating that feel-good factor that will
make people want to keep comingback.
Speaker 2 (12:54):
And lastly, don't forget about the power of
collaboration.
Look for opportunities topartner with other businesses,
charities or even influencers inyour community.
You can leverage each other'sstrengths and reach a much wider
audience.
Speaker 1 (13:07):
Great advice and remember, even small businesses
can have a big impact.
Just get creative, be strategicand don't be afraid to
experiment and see what worksfor you.
Speaker 2 (13:17):
Absolutely and, most importantly, have fun with it.
If you're not enjoying yourself, it'll show and your customers
will pick up on that so true,all right.
Speaker 1 (13:26):
That wraps up our deep dive into grubhub's donut
powered marketing strategy.
Hopefully found it insightfuland, you know, got those
creative juices flowing andremember.
Speaker 2 (13:35):
The next time you see a giant inflatable donut, think
about the marketing mastermindsbehind it until next time, keep
exploring, keep learning andkeep diving deep.
All right, let's kick off another deep dive.
(00:01):
Today we're looking at get thisGrubhub and a pretty clever
local marketing tactic theycooked up.
Speaker 2 (00:08):
Grubhub huh Color me intrigued.
Speaker 1 (00:11):
Yeah, right, so we're digging into this Street Fight
article from December 12, 2024.
It's called Grubhub Uses Donutsto Entice Local Signups.
Speaker 2 (00:21):
Donuts.
Eh, Sounds promising already.
Speaker 1 (00:24):
Right, and that's what we're here to unpack for
all you local business ownersout there listening how would
Grubhub use donuts to get morepeople signing up for their
Amazon Prime partnership programand, more importantly, what can
we e-learn from it?
Speaker 2 (00:36):
Hit me with the details.
Speaker 1 (00:37):
Well, right off the bat, this article throws a
pretty vivid image at you Agiant inflatable donut, smack
dab in the middle of downtownChicago.
Talk about attention grabbingright?
Speaker 2 (00:48):
Oh, absolutely.
I mean, who doesn't love a goodgiant donut?
It's fun, playful, definitelygets people stopping and looking
.
Maybe snapping a few picturesSmart move for sure.
Speaker 1 (00:56):
Definitely.
And they didn't just go withany donut, they teamed up with a
local favorite, stan's Donutsand Coffee.
Speaker 2 (01:02):
Yeah.
Speaker 1 (01:02):
Adds that extra touch of authenticity, don't you
think?
Speaker 2 (01:04):
For sure.
Partnering with a local namelike Stan's just makes it feel
more genuine, more connected tothe community.
Speaker 1 (01:11):
And speaking of local , the article quotes Grubhub's
VP of brand, Marty Kane, and sheactually says they chose
Chicago specifically becauseit's their hometown.
Apparently, awareness about theAmazon Prime partnership was
kind of low there, so theywanted to give it a boost.
Speaker 2 (01:27):
Makes sense.
You know, it's interesting howeven a huge company like Grubhub
still recognizes thathyper-local focus, right
Connecting with the community.
On a personal level, it matters.
Speaker 1 (01:38):
Absolutely so.
How about this?
The article mentions thatGrubhub was giving away pretty
high-value gift cards at theevent, and no surprise.
Speaker 2 (01:49):
It worked like a charm Lots of engagement, people
talking about it, all that goodstuff.
Incentives always get peoplemoving right.
But I think the bigger takeawayhere is that it's not just
about giving stuff away.
It's about understanding youraudience, knowing what they find
valuable, what makes them tick.
Speaker 1 (02:00):
Okay, but get this.
They didn't just stop at thegiant donut and gift cards.
They had an LED truck drivingaround Chicago promoting the
event.
Social media ads even roped insome influencers to create
content.
They went all in.
Speaker 2 (02:14):
Wow, that's commitment.
I mean a full-blown campaignlike that might not be realistic
for every business, but theidea behind it, that's the gold.
Integrating your online andoffline efforts, that's where
the magic happens.
Speaker 1 (02:27):
I hear you Now.
They did mention running into afew bumps in the road.
Apparently they underestimatedhow much people love hot cocoa.
And then there were somepermitting issues they had to
work through.
Speaker 2 (02:37):
Yeah, that's a good reminder that even with the best
planning, sometimes things gosideways.
You got to be flexible, readyto adjust on the fly.
Speaker 1 (02:43):
For sure.
Things go sideways.
You got to be flexible, readyto adjust on the fly, for sure.
One thing that really jumpedout at me was how they were
using QR codes to get peoplesigned up for the Amazon Prime
deal right there at the event.
Such a simple way to captureleads on the spot, right.
Speaker 2 (02:55):
Oh, absolutely.
It's all about making it easyand convenient.
And speaking of capturing leads, it reminds me of how valuable
a tool like Rainmaker ReputationAI CRM can be for local
businesses.
Imagine a system that not onlycaptures those signups from a QR
code but also helps you manageall those new leads and nurture
(03:15):
those relationships over time.
Speaker 1 (03:16):
It's like having a digital assistant that takes
care of all that for you.
Speaker 2 (03:20):
Exactly.
And speaking of staying intouch, the article really
emphasized the importance ofemail signups.
Apparently, Grubhub saw a 15percent jump in signups after
the event.
Speaker 1 (03:30):
That's huge, and it goes back to what we were
talking about earlier, aboutunderstanding your audience and
giving them something they value, whether it's a discount,
exclusive content, whatever.
Having their email addressallows you to stay top of mind.
Speaker 2 (03:41):
Exactly Building that relationship, keeping that
connection alive.
That's what keeps people comingback for more.
Speaker 1 (03:47):
Couldn't agree more.
And you know they actuallyshared some results in the
article Over 10,000 social mediaimpressions and a 10% increase
in app downloads.
Pretty impressive for a singleevent, wouldn't you say?
Speaker 2 (03:58):
Absolutely.
It goes to show you don't needa massive budget to make a
splash.
Sometimes a well-executed,creative event can be all it
takes.
Speaker 1 (04:07):
It's all about taking those core principles and
figuring out how they fit yourbusiness, your community.
Speaker 2 (04:12):
Couldn't have said it better myself.
So I'm curious what else can welearn from this Grubhub
campaign?
What other nuggets can we digup and apply to our own
marketing strategies?
Speaker 1 (04:21):
Great question.
You know, I'm particularlyinterested in how they tapped
into the emotional side of food.
How can we as local businessesdo that?
How do we make people feelsomething positive when they
interact with our brand?
Speaker 2 (04:34):
Now that's a deep dive worth taking.
Let's get into it.
You know, reading that articleagain, it really struck me how
Grubhub played up that emotionalconnection people have with
food.
Speaker 1 (04:44):
Totally.
Their VP of brand actuallytalks about how food creates an
experience, especially when itinvolves, like beloved local
restaurants.
Speaker 2 (04:52):
Exactly.
They're smart to tie theirbrand to those positive emotions
that people already associatewith.
You know, going out to eat orordering their favorite takeout.
Speaker 1 (05:01):
And I mean it's all part of their Deliveries.
Other Half campaign right,Making food delivery more
accessible, more enjoyable,through that partnership with
Amazon Prime.
Speaker 2 (05:10):
Right.
They're not just selling aservice, they're selling a
feeling.
The convenience, thesatisfaction, the joy of good
food Like those are powerfulemotions to tap into.
Speaker 1 (05:19):
It's a good reminder for all of us, right?
What emotions are WE connectingto our brands?
Yeah us right.
What emotions are WE connectingto our brands?
How can we, as local businesses, make our customers feel
something positive when theyinteract?
Speaker 2 (05:31):
with us.
I think about my favorite localspots and you know, it's often
that personal touch, that senseof connection that makes them
special.
It goes beyond just atransaction.
Speaker 1 (05:40):
For sure, Like when you walk into your go-to coffee
shop and the barista alreadyknows your order.
That's brand loyalty built onlike genuine human connection.
Speaker 2 (05:49):
And you can build that same feeling online too.
Whether it's personalizedemails, engaging social media
content or even just respondingto customer inquiries
thoughtfully, those smalltouches make a difference.
Speaker 1 (06:00):
It's all about building relationships, just
like Growpub did with theirdonut event.
Speaker 2 (06:04):
Speaking of relationships, that article also
highlighted the importance ofcollaborating with other
businesses like Grubhub, teamedup with Stan's Donuts, getting
access to their loyal customerbase and, of course, those
delicious donuts.
Speaker 1 (06:18):
Totally a win-win.
Yeah, both brands get somethingout of it.
The exposure, the positiveassociation, it's great.
Speaker 2 (06:25):
So if you're planning an event or promotion, think
about potential collaborators.
Maybe it's a complementarybusiness in your area, a local
charity or even a social mediainfluencer.
Speaker 1 (06:35):
The key is finding a partner whose values align with
yours and whose audience kind ofoverlaps with your target
market.
Speaker 2 (06:41):
Exactly Leverage each other's strengths, reach a
wider audience.
Everybody wins.
Speaker 1 (06:46):
Okay.
So the article mentions theywere giving away those high
value gift cards as an incentive, and it got me thinking what
are some other creativeincentive ideas that don't
necessarily involve like givingaway money or freebies?
Speaker 2 (06:57):
That's a good one.
Incentives don't always have tobe monetary.
Think about what your targetaudience truly values.
Maybe it's exclusivity, likeearly access to a new product,
or a behind-the-scenes look athow you do things.
Speaker 1 (07:09):
Ooh, I like that.
Or what about an opportunity tolearn something new, like a
workshop or a guest speakerevent that's related to your
industry?
Speaker 2 (07:18):
Exactly.
You could even offer apersonalized consultation or a
custom-made product, somethingthat feels unique and special to
your customers.
Speaker 1 (07:26):
The goal is to create that memorable experience,
something that encourages peopleto stay engaged with your brand
even after the event's over.
Speaker 2 (07:35):
And remember the article talked about how Grubhub
actually measured the successof their event tracking, social
engagement and sign-ups for thatAmazon Prime partnership.
It's a good reminder that weneed to be tracking our results
too, seeing what's working andwhat's not.
Speaker 1 (07:48):
Data's king right.
Otherwise, how do we know ifour marketing efforts are
actually paying off?
Speaker 2 (07:53):
Totally agree, and luckily there are tons of tools
out there that can help youtrack things like website
traffic, social media engagement, email open rates, the whole
nine yards.
And speaking of which, itbrings to mind Rainmaker
Reputation AI CRM.
Not only can it capture leadsthrough those QR codes we talked
about, but it can also give youvaluable insights into customer
(08:15):
behavior and how your campaignsare performing.
Speaker 1 (08:18):
It's like having a marketing assistant constantly
gathering data and helping youmake better decisions.
Speaker 2 (08:22):
Exactly.
Speaker 1 (08:23):
So let's circle back to Grubhub for a sec.
They really went all out withtheir campaign the LED truck,
the social media ads, theinfluencers.
That had to cost a pretty penny, right.
Speaker 2 (08:33):
Oh for sure, but remember the principles behind
their campaign.
Those can be applied on anyscale.
You don't need a huge budget toget people talking about your
brand.
Speaker 1 (08:41):
So true.
Get creative with your onlineand offline marketing efforts.
Maybe, instead of an LED truck,you partner with a local bike
messenger service to deliverflyers with a special offer, or
host a social media contestwhere the prize is a gift packet
filled with your best-sellingproducts.
Speaker 2 (08:57):
Exactly, it's all about thinking outside the box,
finding those unique ways tomake your brand stand out in
your community.
Speaker 1 (09:03):
And speaking of unexpected twists, the article
did mention that Grubhub raninto a few snags, like
underestimating the demand forhot cocoa.
Just goes to show things don'talways go according to plan.
Speaker 2 (09:16):
That's why flexibility is so important.
Have those backup plans inplace.
Be ready to pivot if you needto.
Speaker 1 (09:23):
So, thinking about events, what other challenges do
you think local businessesmight bump into?
Speaker 2 (09:28):
Hmm.
Well, I think one of thebiggest hurdles is just getting
the word out there.
You know you could have themost amazing event planned, but
if nobody knows about it it'snot going to be a success.
Speaker 1 (09:37):
You're telling me, getting the word out, promoting
it effectively.
That's crucial.
Social media is great for that,but don't forget about like
good old-fashioned flyers,posters, maybe even reaching out
to local media.
Speaker 2 (09:49):
Right.
And then there's the wholelogistics thing securing permits
, finding the right venue,coordinating with vendors it can
all get pretty time-consumingand, honestly, kind of stressful
.
Speaker 1 (09:59):
Yeah, for sure.
I think it helps to have areally detailed checklist, a
timeline, to keep everything ontrack and don't be afraid to
delegate tasks, you know, askfor help from friends or
colleagues.
Two heads are better than one,right.
Speaker 2 (10:12):
Absolutely.
And then, of course, there'sthe budget.
It's always a factor.
You've got to set realisticexpectations and try to stick to
them as much as possible.
Speaker 1 (10:20):
Though you can get creative with it.
Look for ways to save, maybepartner with other businesses or
utilize free resources likesocial media.
Speaker 2 (10:28):
Exactly and remember sometimes the most successful
events aren't the ones that costa fortune.
Sometimes the simplest ideasare the ones that really
resonate.
Speaker 1 (10:36):
Totally agree.
It's all about creating thatexperience that really connects
with your audience and leavesthem with a positive impression
of your brand.
Speaker 2 (10:43):
And, if you, can do that, that like really connects
with your audience and leavesthem with a positive impression
of your brand, and if you can dothat, you're on the right track
to building lasting customerloyalty.
Speaker 1 (10:49):
So, as we wrap up, what's your like?
Final thought for our listenerstoday what's the one thing you
really want them to take awayfrom this whole deep dive into
Grubhub's marketing strategy?
Speaker 2 (10:59):
You know, I'd say the key takeaway is this Don't
underestimate the power of local, even in today's digital world,
those real world connections,they still matter.
Speaker 1 (11:09):
For sure, and remember, you don't need a giant
inflatable donut to make a bigimpact.
With a little creativity, alittle strategic thinking, even
small businesses can createmarketing magic right in their
own communities.
Even small businesses cancreate marketing magic right in
their own communities.
Speaker 2 (11:23):
Think about it this way You're not just competing
with other businesses in yourtown, you're competing with all
the distractions of the modernworld.
Speaker 1 (11:31):
Right, everyone's attention is being pulled in a
million different directions, sohow do you break through that
noise and make your brand standout?
Speaker 2 (11:38):
Well, Grubhub gave us a pretty good example.
Create something fun, engaging,something that brings people
together around a sharedexperience.
In their case, it was donuts.
Speaker 1 (11:47):
And it worked.
They took something simple andturned it into this memorable
event that got people talking.
Exactly, and that's what it'sall about generating buzz,
creating positive associations,building relationships and the
fact that, like the articlementioned, grubhub's planning to
take this whole thing to othercities.
Well, that tells me they'reseeing real results from this
strategy.
Speaker 2 (12:07):
Yeah, why not right?
If it's working in Chicago,it's worth trying elsewhere.
It really speaks to the powerof that hyper-local approach.
Speaker 1 (12:15):
Okay, so let's bring it all home for our listeners.
Speaker 2 (12:17):
Yeah.
Speaker 1 (12:17):
What are some like actionable steps they can take
to apply these ideas to theirown businesses?
Speaker 2 (12:23):
First, I'd say, really take some time to
understand what makes yourcommunity unique.
What are those local events,traditions, even just favorite
hangout spots that you can tapinto?
Speaker 1 (12:33):
Right.
Find those authenticconnections that will resonate
with your audience.
Speaker 2 (12:36):
Next, think about what you can offer that's truly
valuable to your customers.
It doesn't have to be adiscount or a giveaway.
It could be an experience, alearning opportunity or even
just a chance to connect withyou and your team on a more
personal level.
Speaker 1 (12:49):
It's about creating that feel-good factor that will
make people want to keep comingback.
Speaker 2 (12:54):
And lastly, don't forget about the power of
collaboration.
Look for opportunities topartner with other businesses,
charities or even influencers inyour community.
You can leverage each other'sstrengths and reach a much wider
audience.
Speaker 1 (13:07):
Great advice and remember, even small businesses
can have a big impact.
Just get creative, be strategicand don't be afraid to
experiment and see what worksfor you.
Speaker 2 (13:17):
Absolutely and, most importantly, have fun with it.
If you're not enjoying yourself, it'll show and your customers
will pick up on that so true,all right.
Speaker 1 (13:26):
That wraps up our deep dive into grubhub's donut
powered marketing strategy.
Hopefully found it insightfuland, you know, got those
creative juices flowing andremember.
Speaker 2 (13:35):
The next time you see a giant inflatable donut, think
about the marketing mastermindsbehind it until next time, keep
exploring, keep learning andkeep diving deep.
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