Is This Strategy a Homerun?
KFC has an interesting messaging strategy. Two-thirds of the email marketing messages I have received from them since the beginning of June have not even been about chicken.
The first message I received was regarding a promotion for a Bat Girl for the KFC Softball World Cup. I thought this was a bit odd, and wondered how many people were actually eligible. I was too old to enter and my daughter was too young. I don’t personally know anyone I could have forwarded it to.
The second message I received promoted their Drums and Thighs bucket. More along the line of what subscribers might expect.
The third message I received moved make to the Softball theme. With an opportunity to become KFC’s Softball Team of the Year. This promotion asks subscriber’s to tell them about the most memorable team dinner. For an opportunity to win prize for your softball team.
Another promotion mentioned is an opportunity to be picked as the “Most Enthusiastic Youth Baseball Team”. With not only a link to enter, but a way to vote for your favorite team as well. How many subscribers forwarded that message on to everyone they know with a request to vote for junior’s team? What a great way to virally spread the word of KFC.
The latest email also had a link to printable coupons, the link went directly to the website which required registration to get the coupons, and pre-checked boxes to opt-in to the email program and to save information to eliminate the need to register again to get coupons. The pre-checked boxes were hard to notice and probably contribute to SPAM complaints.
There was also a link to a YouTube video that promoted KFC’s new Teriyaki Wings.
It’s safe to assume that a good number of KFC’s subscribers are interested in their menu, but I am left wondering how many of KFC’s subscribers are interested in softball and promotions targeted to a very small group of subscribers.
KFC would be better off finding out what their subscribers are interested in and messaging to them accordingly.
Posted by MindComet on Jul. 18, 2007
How did this message look with images turned off?<BR><BR>dj at bronto
Posted by DJ Waldow on 07/23/2007 07:52 AM