KFC would like you to "unthink" what you think about them by being aware of their new grilled chicken options. At first look, it's a strategically sound move -- away from being niched as a place for "fried" chicken only.

But their execution is about to bite them. Ladies and gentlemen, today I witnessed a blunder in the making.

KFC used no less a high-profile forum than the Oprah Winfrey Show to drive folks to a website and print off a coupon for a free 2-piece trial of Kentucky Grilled Chicken plus a couple sides. The plan is a good one.

So good, of course, that some people make copies for their friends. And this is where things have broken down, just one day after the big launch.

After my daughter's softball game this evening, we packed our crew into the cars and headed to KFC. And as my daughter noted, she had never been there before in her life! The grilled chicken campaign was working, drawing in people who never buy KFC.

But as we stood in line, we were awkwardly informed that the promotion was suspended. Too many photocopied coupons. Which is to say, too many customers interested in trying their new product -- the product that will help us "unthink" the old, unhealthy, fried chicken image.

We could sign a little form, staple our inkjet-printed coupon to the form, drop it in a box, and they would send us a "new and improved" offer in the mail. (Which we would never, ever give to someone to photocopy.)

To say the crowd was disgruntled would be putting it mildly. What a way to make people like you.

If you want people to try something for free, then give it to them for free. If people have seen your offer, considered your offer, and are excited to try you out, you should probably let them!

Instead, you've turned them away on a technicality and said you only want them to try your new grilled chicken if their coupon is in color. Really?

When Burger King reformulated their fries a decade ago, they gave them away for free all day long. It was an advertising success -- people lined up to try them out. (The product, unfortunately, was still no match for McDonald's little spuds, but that's a different issue.) The point is, they asked people to try for free. People got the message, and tried for free. And no one left a Burger King restaurant having been denied their free trial. So no one hated Burger King for the effort ... even if they didn't like the fries.

KFC is apparently taking a different approach. I don't see this one ending well.

I'm reminded of the Minnesota Fats quote: "You don't learn from smart people, you learn from idiots. Watch what they do, and then don't do it." Take his advice, and keep your eye on KFC.

Labels: customer service

I don't know how much this post is actually going to help, but I have to write it. If only I could impart some reproducible tactic, it might have more practical value.

You've heard the phrase, "I could do that in my sleep." Well, I can do marketing in my sleep. I do it all the time.

No, I don't take naps after a client briefing. (Or during.) What happens is, after spending time on a particularly engaging or even difficult project, I'll go to sleep but my mind will keep working on the problem.

Yesterday, I had been working on copywriting for a pool management company. We had rephrased their mission statement as a promise to consumers, but had to take a different angle on that statement when addressing business-to-business (B2B) prospects. I had the wording down and really liked it -- except for one small phrase. It just didn't click like I wanted.

I finally had to shut it down for the day, with the resolve to tackle it again this morning when my mind was refreshed. Well, it didn't take that long. I hadn't been asleep for more than an hour or two when I jolted awake with the exact phrasing I needed!

I solved a messaging problem in my sleep -- now that's effectiveness! If only I charged by the hour, I could have billed for my sleep last night!

At one point last year, I had been pouring myself into the business plan of a bold new startup. Not just marketing plans, but the whole enchilada -- operations, staffing, financials, everything. The numbers for feasibility weren't making sense to me. Until one night, that is, when I woke up with the corrected numbers and projections right at the top of my mind.

How do I do it? I really don't know. I suspect this occurs more often for creative people than analytical, but I tend to be a mix of both.

Nor do I know how to repeat it on purpose. When it has happened, it just happens. But I'm sure that part of it is pure enjoyment of the work I do.

So maybe that's the point -- find the pleasure in your business, and it might just become easier to succeed at it.

Labels: creativity, marketing, planning, strategy