Anyone who has ever driven by a Krispy Kreme Restaurant has probably noticed the neon light that says “HOT NOW”. It’s hard enough not to pull in but when this light is on it makes it almost impossible. Just the image of a couple warm doughnuts rolling down the belt ready to melt in your mouth and be chased down with a cold glass of milk is to much for us mortal men to resist. When you see the sign, you know that the ball is in your court and a couple of simple actions on your part will complete the story with a happy ending (short term anyway). What was wrong with the image of the doughnuts sitting in a box ready to take home? Someone had to make me visualize that if I don’t pull in right now, those poor doughnuts are going to drop right into the trash can. What’s next…a “save the doughnut t-shirt”?
I THINK IT IS GENIUS and I would like to figure out what Sixthman’s “RED LIGHT” opportunity is.
So how do you put the ball into your customers court like Krispy Kreme does?
Prepare for them to drive by and know when they are most likely to be craving your product, even if they don’t realize it?
How does this apply to us? When and where are you when you realize “Damn, I need a great vacation!”
At work in a boring meeting? Scraping ice off your windshield so you can drive to work? Watching the Corona commercial where they throw their phone into the ocean? At a concert? On a bands website?
Inspire us to prey on you…..
PS. I will send a Sixthman shirt to anyone who sends me a picture with them eating a doughnut next to the “Hot Now” sign this week.