Chick-fil-A restaurants know who hands over the money for meals. It isn’t the kid. It is the parent. Every time I’ve gone to Chick-fil-A, the kid’s meal boasts a book or educational toy.
Chick-fil-A’s website states the reasoning behind this fast food anomaly:
When it comes to our Kid’s Meals, the character we’re most interested in isn’t the cartoon kind. Nourishing hungry young minds and helping you promote healthy values for your child are the top priorities. Educational, character-building Kid’s Meal prizes help to bring grownups and kids together.
Are you marketing to the wrong people? The decision to do business with you often comes down to a specific individual. Do you know who that person is? Chick-fil-A knows that parents make the decision to come to their restaurant. Do you know who is bringing their wallet to your business? Identify this person (or persons) and start focusing your efforts.
Show You Care About Customers
Chick-fil-A’s mantra for Kid’s Meals is everything a parent wants to hear:
- Nourishing hungry young minds
- Promote healthy values
- Bring grownups and kids together
This directly targets the ones with the cash (parents) and encourages them to return to the business as return customers.
Strike a cord with your target customer by identifying your common beliefs, goals, and objectives. (Of course it also helps to have a great product.)
Find out what matters to this person and tailor your message to ease his or her pain. Understanding their situation will help you hone your marketing message.
Make sure the decision makers are driving business to your business because you clearly explained and targeted the benefits of your service.