Nov 14 2007
What Can You Learn From This Brilliant Subway Competition?
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Subway in Australia is currently running a “Grab a Bike”competition where anyone who buys four meals can buy a bike for $50.oo (well $60.00 actually, when you add the post and handling).
It’s astounding value, you can get your kids, or indeed your self, a Bike with a recommended retail price of $170.00 for just $60.00.
When you consider how close we are to Christmas this is a pretty smart promotion to be running. Parents and Grandparents all over the country are making subway their fast food choice.
But just think for a moment, how really smart this promotion is…
The cost of buying a few container loads of bikes direct from the manufacturer (who is getting great brand exposure) would probably be covered by the $50.00. So, they have got themselves a cost free promotion which offers their customers a very high perceived value bonus.
In addition, to obtain the bonus offer, all the customer has to do is switch their buying habit, so they (Subway) are taking business away from their opposition. It’s a very clever promotion that you can learn from.
What bonus offer could you make your customers, at cost, which requires them to purchase from you more frequently?.
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Lindsay,
So I saw this similar promotion for a Health Club
http://www.northwickpark.com/Blog/2007/11/free-mountain-bike-in-nov.html
but couldn’t help thinking that once you got your mountain bike you wouldn’t need a gym memebership anymore. But then as we all know gym’s (like my golf club) survive on infrequent visitors. If every member turned up at once they would not have the capacity.
So maybe it’s a brilliant idea after all, as it gets the members out on the road and not cluttering up the gym!
Regards
Simon