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It has been quite a while, but it’s about time to bring back some Analogous Friday here on The Curbside Marketer. I still don’t know if “Analogous” is an actual word (can someone consult Words With Friends on that one?) Anyways, for those who weren’t around last time, here’s how it works. I take a funny video from the web that you’ll hopefully enjoy on its own. Then, afterwards, I’ll draw some asinine comparison to that and a topic or conclusion that you can relate to marketing, business, or life in general. So strap yourself in, today’s video is a wild ride…

Get Out of Your Own Little World

I see it happen time and time again where a brand gets so caught up in their own little world and their own priorities, goals, and initiatives that they end up alienating their own audience. Remember that you don’t own whatever space you’re in, especially in social media, so treat it accordingly. The second that you waltz in there and disregard the wants/needs of your audience, then you’re going to tick them off pretty quickly.  Also, just because you think a fancy new widget that does X is the best thing since sliced bread, that doesn’t mean your consumers think so too.Know your consumer. Not unlike trying to ride a fire extenguisher on a crowded subway.

Don’t Do Something Just Because You Can

Just because you have a tool at your disposal, that doesn’t mean that it’s meant to be used at that time. Pinterest may be the big thing right now, but that doesn’t mean Joe needs to create an account for his auto repair shop. Look at your situation, know the environment you’re in, and then determine if you should use the tool. Is there a fire? Use the extinguisher. No fire? Probably not a good idea.

Think Outside the Box

Man, those first two were some downers, huh? Don’t do this. Don’t do that. Here’s a bit more fun of a takeaway. Just because something was used for a specific in the past, that doesn’t mean that’s the best use for it in the future. How many uses of a tennis ball can you think of? When is a fire extinguisher not a fire extinguisher? Whenever the heck you want it to be something else!

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A couple of weeks late, right? There were three things that people seemed to talk about the day after the Grammy’s: Adele, Nicki Minaj, and the Chipotle ad. Seeing as I don’t have a ton to say about the first two, we’ll jump straight to the ad which you can view above.

Let’s get the obvious stuff out of the way.

Running an ad that lasted as long as this did and one where a classic artist covers a song is surely going to get some attention at the Grammy’s.

But was it worth it?


Our good friend Darren Rovell had the above tweet in reaction to it and, frankly, while he may be right, I’d argue that the ad was still a success.

You see, Rovell was focused on one thing and one thing only: driving new customers. That’s fine and everything, but as marketers, that is only one way that we can increase revenue. Not only can you increase the number of customers you have, but you can also increase the amount of money that each customer spends as well as how frequently they visit. It looks like the latter may have been what Chipotle was after here.

You see, when I list the following eateries, what comes to mind? Qdoba, Chipotle, Moe’s, Salsarita’s. Sure, you may have one that you favor. Maybe it’s the one closest to you, or the one that sends you coupons via e-mail, or the one that has $5 burritos on Monday’s. Apart from that, there isn’t anything that separates each brand from the others in the eyes of consumers.

This commercial; however, does just that. It gives burrito loving consumers something to embrace. Something to love about a brand. This is a characteristic and value that Chipotle has always embraced, but hasn’t necessarily been promoted to consumers on a large level. This is the sort of thing that can convince a consumer to visit Chipotle over the other restaurant.

So, well done Chipotle and here’s to an increase in the frequency of visits (and a resulting increase in revenue).

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