If your house is anything like ours, a typical Friday night conversation goes something like this:
“What do you want for dinner?”
“I don’t care, I just don’t want to cook.”
“Ok, where should we go?”
“I don’t know; what sounds good?”
“I don’t care; you pick.”
“I can’t make one more decision today.”
And this dialogue continues for 40 minutes until we give up and go to the closest place that has something that we haven’t had in the last few days.
It amazes me though that given all the restaurants we visit, all the loyalty programs we are a part of, and all the email lists we’ve joined over the year that we still aren’t receiving targeted timed messages trying to drive our decision making process.
That is, with one exception. Pizza chains.
Papa Johns and Dominos have figured out that targeting messaging around dinner time likely has a huge impact on their order rate.
Spending a lot of money on branding is one tactic, but a much more efficient and cost effective method is to be top of mind at time to buy. Interject your message when the customer is in the decision making process and you’ll gain immediate attention.
Will it work with every customer? No. But you’ll have much better luck then sending an email at 8:30pm on a Thursday night with this weekend’s specials.
Consumers want help making a decision, because we have too many to make on our own. Drop a tasteful, targeted, useful message in the decision making process and watch what it can do for your business.