They build anticipation and excitement. They give your customers a reason to shop at your small business or restaurant on one specific day out of the week, month, or year.
When done right, one day only specials can be an incredibly effective way to generate buzz and drive sales.
But you don’t have to wait for Presidents Day, Black Friday, Cyber Monday to make a splash. In fact, it’s better if you don’t.
The Return of the Gobbleritos
Wait…what? Gobblerito? What the heck is that?
Think Thanksgiving dinner in a burrito. It was created by the folks at Mad Mex, one of my all-time favorite local restaurants.
They totally made it up and it’s something they roll out at different times throughout the year.
It’s not a regular menu item. And that’s the key. That’s what helps build anticipation. In fact, they roll it out at times when Thanksgiving dinner is the farthest thing from your mind. Almost counterintuitive. And people line up.
Mad Mex does a lot of things well when it comes to marketing and “The Return of the Gobbleritos” is no exception.
They created a custom Facebook cover photo…
and used social media to promote the event a few weeks out and the day of (notice the relevant hashtags)…
They used table tents and signage to spread the word to patrons. And people line up.
Beyond creating buzz with a one day only special, they really do a great job of messaging. Take another look at the table tent pictured at the top of the post.
First things first—it’s going to grab your attention. A giant turkey with a pumpkin head (a cross promotion with Southern Tier Pumking Drafts). The turkey is breathing fire—enough to pull anyone in.
But there’s more.
“One day only.”
“Supplies are limited.”
“When they’re gone…they’re gone.”
Even if you had no idea what a Gobblerito is, I’m going to guess that messaging is at least going to make you ask. And that starts a conversation. Which is exactly what every marketer wants.
If you’re looking for ideas, try Googling obscure holidays to see if there’s anything that fits with your small business, your products, and your brand. Consider putting a different spin on an existing product or service. And above all—get excited. Your customers will notice.
Think about your small business and your B2B or B2C products. A one day only special can work whether you’re selling Gobbleritos, industrial cabinet hardware, t-shirts, or lawn mowers.
How might you be able to use a one day only special to generate more customer traffic?
Share your thoughts and questions in the comments below.
By: Shawn Graham