Sharon's Marketing Missive

This fits right in with my “marketing is like dating” theory: BJ’s Restaurant and Brewhouse just took me out to dinner to court me as a customer.

Yep. My kids, my best buddy Rico and I got to dine for free as part of the training for a new BJ’s Restaurant and Brewhouse. They are opening in the Seattle area, in Tukwila, and I had received an invite for a free meal for four during their training time. We all thought it was pretty neat to take part in the training…and get a free meal. OK, three of us. My teenager is too cool to think anything is pretty neat. It’s the first BJ’s Restaurant and Brewhouse in Washington state, so the newness of that was fun too.

We had fun with the casual atmosphere as the servers made occasional mistakes, and we had a great meal and some really good beer. (The highlight for me was when I ordered a “Nitwit” and Rico ordered a “Brewnette” because it sounded like we were talking about each other!)

Now you’re wondering what the heck this has to do with marketing…and why I’m saying it’s like dating…and why a Seattle copywriter would even think you care…

Because it’s brilliant. Jackie Huba and Ben McConnell talk about “napsterizing” your business, figuring out how you can give away free samples so people can try before you buy. I think the BJ’s Restaurant and Brewhouse experience is a fantastic example of how to do just that.

Not only did we get to sample the food and the beer and the pop (they make their own root beer, cream soda and black cherry soda). We got to experience the atmosphere, what it was like to physically be there. For me, that’s huge because I’m not usually a fan of chain restaurants. But I liked this place and can easily see suggesting to Seattle friends reluctant to drive all the way to Kent (where I am) that we meet there.

Did it cost them money? Oh yeah. The restaurant was packed when we were there. BJ’s Restaurant and Brewhouse was giving away a lot of food! But it was both part of the training and part of the marketing, so therefore money well spent. I’m sure it created buzz: I know I’m telling people about the restaurant! And the best training comes from doing, so that was a smart investment in their staff. The only other cost was in the direct mail invitations that went to people like me, and those were pretty simple. No blogging, no email marketing, just plain old fashioned direct mail.

So BJ’s Restaurant and Brewhouse, kudos to you on several fronts: for good food and beer and atmosphere (at reasonable prices!), and for marketing like dating.

Now, what would happen if you took your customers out to dinner? What’s the equivalent for your business? Could you be bold and spring for an investment like that, knowing you’d be getting ROI on that investment for some time?

How can you date your customers with your marketing?