The Secrets of
Business and Marketing Wizardry Newsletter
Volume 7, Issue 9, Date 9/2/2003
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THE SECRETS OF BUSINESS AND MARKETING WIZARDRY
Volume 7 issue 9 September 2003
Publisher: Joe Trevison MBA/CPA
Co-Publisher/Editor: Cheri Carlson
Co-Editor: Jim Trevison
In this issue: “It’s Only a Donut Shop”
Joe Trevison MBA/CPA
IT IS ONLY A DONUT SHOP
It’s not important if you never heard of Krispy Kreme Donuts but in the United States and a few other countries it is big news. Yes, a Donut Shop.
Why You Should Want to Know About this Company
What makes it interesting is that it pays very little for advertising. It usually gets big write- ups in radio, TV and newspapers. This company has a PR firm that knows how to use FREE publicity.
One tool before they even put their store in a city they offer schools and churches fund raising with their doughnuts.
They have big openings. For example: the first person that enters their donut shop when they come into town gets free doughnuts each week for the next year. Since doughnuts at Krispy Kreme are $6 for a dozen this is a value of more than $300.
This first person will also be allowed to turn the “Hot Doughnuts Now “sign on first in the Krispy Kreme’s window when the store opens.
Krispy Kreme spends almost nothing on advertising. No TV commercials, no billboards and no print ads.
They let the press give them FREE TV ads, radio and print ads. Through contests, fund raisers they are able to generate that much needed FREE advertising.
Their shops are made so people can watch the hot doughnuts being made. They open only one store in any single community, thus creating a demand of Scarcity. They tell us there is a secret to their doughnut. Their product is very sweet.
The real key is the fund raising with local community groups to raise the profile of the brand and create what their PR firm calls an “emotional connection with the product.”
In my town, Erie, PA the papers told about the County Executive, Rick Schenker who had taken the unusual step of declaring July 22 as “Krispy Kreme Day” in Erie County.
You cannot buy with cash the publicity that good PR can give you. This is one case you guys and gals should study. Think out of the box to see how you can do this for your business.
This Donut shop had people waiting all night to be first in the store.
And do not think this publicity did not make the other donuts shops mad. They wrote letters to the editor’s day in and day out trying to down play the publicity. They could have made their own mark very simply. Get a tent and have FREE hot donuts for the next six hours. It would have cost some advertising. Some small inventory used. But they could have gotten publicity too.
One even compared it to JC walking on water. In fact, in my opinion, JC knew publicity. He found 12 followers and showed them things that they wrote the world about in letters, before the printing press. He picks some great PR people. And no person can say that it did happen or did not happen. We can believe or not believe. But that is another subject which that we will not get into, only pointing out great marketing.
P.S. Want a FREE report “10 ways To Get Traffic to your site’ or ”The report that can add tens of thousands of dollars of yearly profit to just about any retail or service business.”
You pick the report you want: All have to do is send me a testimonial on how my e-zine or any of my books and e-mails to you has helped your business. Put your name, address city-state, and zip with e-mail address. I want to use some or just one in a sales campaign in my new business. Thank you for your help.
Next month you will be reading Part 1 and 2 of a ten part series that will give you the real edge in all business, “The 10 Secrets of Making You Wealthier”. Tell your friends and partners to come aboard
Kraus & Trevison Inc. Copyright September 2003
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| Copyright Joseph J. Trevison Not to be reprinted, resold, or
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