Objective: To create a long term “coupon” that a customer would keep and re-use often, due to its convenience and ease of use.
Strategy & Execution: Every fast-food chain distributes paper coupons in the mail or as Sunday paper inserts. But how many of those coupons are actually in the car when the consumer is ready to make a purchase? The Arby’s Discount Key Card offers a permanent discount to anyone holding the card, and, as a key tag, it’s always with the diner. Better still, every time the diner takes their keys out of their pocket, they’re always, “Thinking Arby’s.” This is a no limit, non-expiring coupon that has actually increased the average ticket by twenty cents. Initially targeting college students in the Fort Wayne, Indiana, area, the card became an enormous success and is being strongly considered for roll-out as a nationwide item. Arby’s is the first in its industry to offer a loyalty key tag program; apparently, “Thinking Arby’s” means “thinking smart!”
Results: One store in the target area reported a 25% sales increase due to use of the card. Another store reports that 25% of its guests are card users. With this brilliant, but simple idea, Arby’s has broken through the “coupon clutter.”
Ciba Specialty Chemicals
Objective: To increase industrial safety awareness and to improve overall safety performance.
Strategy & Execution: With the creation of the “Road 2 Zero” campaign, Ciba Specialty Chemical challenged its plant managers to reach one-million man hours worked with zero hours lost time due to on-the-job injury. The “Road 2 Zero” brand was posted throughout the plant on kiosks and billboards and with special banners and flags. At a kick-off fish-fry, each employee received a “Road 2 Zero” baseball cap with a tire-tread bill. A safety task force comprised of the different department managers held a series of safety seminars with each task force member wearing a bright read, “Road 2 Zero” T-shirt. Employees attending the seminars were rewarded with a variety of promotional items that increased in value depending on the type of seminar and the number of seminars attended. Carabineer flashlights, soft-sided lunch coolers and multi-function tools led to high attendance numbers. In addition, safety task force leaders were awarded premium items such as laser-engraved fleece jackets based on the attendance of employees from their product line. When the plant announced, on the one-year anniversary of the program and the achievement of the “zero” goal, every employee received a 13-quart Rubbermaid Cooler presented at a celebratory steak dinner.
Results: Not only did the plant achieve its primary “zero lost hours” goal, Ciba has enjoyed residual decreased injuries due to heightened safety awareness. On-site accidents have dropped 59 percent since the launch of the program.