Today I had lunch at a Subway restaurant.
It was a great meal and the service at the location was phenomenal.
You could say that I was very pleased with the entire lunch experience. From the cleanliness of the place, to the staff, to the quality of the food.
Overall – it was a picture perfect lunch experience at a Quick Service Restaurant (QSR).
However, the reason I am writing this blog post has nothing to do with the food or the service I received but rather a sign that was on the door which I noticed as I walked out of the place. The sign said “CASABO”
My first thought was… “What does CASABO mean?”
Fortunately, there was a sentence below… “Come Again Soon And Bring Others”
So THAT’s what CASABO means… It’s an acronym for “Come Again Soon And Bring Others”
So let’s get to the meat and potatoes of this blog post and why simply putting a sign on the door saying CASABO, although it’s a good start, simply won’t get the job done.
If you have been following my blog for some time, you’ll no doubt be familiar with my ROCK 4-Step marketing framework.
In ROCK, the 4 steps are:
R - Reach New Customers
O - Obtain Permission to Market
C – Close a Sale
K – Keep Selling
If we apply the ROCK marketing framework to CASABO and the meal I had today…
The restaurant would have found some way to capture my contact information, such as my email in exchange for some sort of offer. Perhaps, have me sign up with my email address for them to send me a coupon for a free cookie on my next visit or some other goodie which I would trade for my email address.
Once the Subway restaurant has my email address and permission from me to contact me with their marketing messages, they can reach out to me and remind me to visit them… or to “Come Again” as they describe it in the CASABO message.
Furthermore, they can send me email offers that will let me “Buy one sandwich and get a second one at half price” (or something similar) – which is a perfect excuse for me to “Bring Others” along with me on my next visit!
The ROCK formula doesn’t just apply to email, it can be used with mobile marketing and they could send me text messages with special offers.
In summary… The CASABO concept is a very powerful marketing idea to get repeat visits from your customers (which as I always explain… is one of the only three ways to increase sales)
The next step in executing that concept more effectively is to tie in digital marketing and find a way to build a communication channel with your customers.
Once you have a way to establish that marketing regular communication with your customer base, the possibilities are endless to drive repeat business. You can also tie in other opportunities to capture more information for your customer and develop a database which will let you send birthday and anniversary offers as well as all sorts of other marketing communications.
You can do so by having them sign up to your email list, or visit your Facebook page (click here to find out why this is my least favorite approach), have them Follow you on Twitter or join you in any other social media platform.
In today’s interconnected and digital world, every business needs to find a way to connect with their customers to establish a long term business relationship… There is far too much competition out there not to be doing so.
Now… about lunch today.
I really liked that sandwich and the service was spectacular. I may consider going back… But I tell ya, I like chicken a lot, I go for the occasional Mexican meal and I’m always up for a burger…
Then again – if I received a helpful email from them next week with some sort of special offer I could apply to my next meal – the odds would be far higher that I’d return, rather than spend my money somewhere else.
Take a look at your own business and ask yourself?
How could you apply CASABO? And better yet… How could you apply digital marketing to make proactively make them “Come Again And Bring Others” rather than passively waiting?