A cool promotion offers sweet rewards.
Talk about your ice cream socials! To promote her Bardstown, Kentucky, Dairy Queen franchise, entrepreneur Alice Perl hit on the idea of giving away ice cream cakes to customers willing to strike a pose at local sporting events.
Well, something like that. Actually, what the 39-year-old Perl did--inspired by the example of another Kentucky business owner--was join forces with her community newspaper in a "Sports Fan of the Week" promotion. How does it work? People are snapped unawares cheering on their favorite hometown teams by The Kentucky Standard photographers. Each week, a photo is published in the newspaper--complete with the winning fan's face clearly circled. If that person takes a clipping of his or her photo to the newspaper, he or she earns a certificate for a free cake.
"It's exciting for the fans," says Perl, who enjoyed so much success in the summer of 1997 that she ran the promotion again this year. "It raises cake sales, too."
Having already been contacted for advice by other Dairy Queen franchisees, Perl is confident her inexpensive promotion could be a winner for other types of companies as well. "We get return business [out of it]," she says. Hey, it's a way to break the ice, right?
Atlantic Group, 1156 Sixth Ave., 9th Fl., New York, NY 10036, (212) 977-6688