What A Local Burger Joint Can Teach Us About MarketingPosted: December 10, 2012 | |
Frequently when we look for social media, marketing and advertising inspiration, we look to the big spenders and huge brands in industry publications. There are, however, some small businesses that are doing a pretty amazing job with their marketing, product offerings, and social media marketing that can be just as inspiring.
Meet Burger’s Priest.
Burger’s Priest is a local Toronto burger joint that has two locations. They specialize in simple, traditional, fresh, incredibly tasty burgers. In addition to their fantastic burgers, they do a few things from marketing and social media standpoints that are also quite special.
Consistent Brand Story
From the naming convention for their burgers (the Priest, the Vatican City, Noah’s Arc, to list a few), to visual branding, to their hours of operation (closed Sundays for church), the Burger’s Priest brand story stays consistent across the board.
LESSON: To maximize impact, it is critical that each consumer touch-point contributes to building your brand’s story. Whether you are designing packaging, developing advertising collateral, choosing uniforms, or determining a voice to write with on social media, make sure that you are consistently representing your brand for maximum effect.
Create Value By Providing Exclusive Information
The in-store menu at Burger’s Priest is quite short – maybe 7-10 items max. They also have a ‘secret menu’ available online. While the ‘secret menu’ is not all that secret, it gives those who know about it a sense of exclusivity and that they possess insider information. On numerous occasions while waiting in line waiting to place an order I’ve heard whisperings of the ‘secret menu’ from experienced parishioners to the uninitiated. Also, social networks such as Yelp and Foursquare are overflowing with reviews, tips and commentary about people’s favourite ‘secret menu’ items.
LESSON: People like to have things that other’s don’t. It gives them a sense of being in the know, part of an inside crowd, and general exclusivity. It also gives people something to talk about and share with their friends. Selectively releasing information that your consumers will view as holding value can contribute to creating an environment in which information can be shared, conversations can be had, and a healthy community can thrive.
Focused Product Offerings
Burger’s Priest does one thing, and that one thing really well. You won’t find fancy toppings, exotic meats, or ciabatta buns. They make awesome, no fuss burgers. That’s it.
LESSON: Focus on what you’re good at. If you do, you’re concentrated efforts will allow you to get better at what you already do well, operate with greater efficiency, avoid diluting the aspects of your business that your consumers initially fell in love with, and streamline your marketing efforts because of your focused communications.
Have you ever been inspired by the marketing of a small business? If so, let me know about who inspired you and what they do in the comments, or on Twitter @RGBSocial