Common sense campaigns – CalTort at it’s best!
I am absolutely fascinated by the role that common sense plays (or doesn’t) in direct marketing.
The definition of common sense (from dictionary.com):
1. plain ordinary good judgment; sound practical sense
2. inspired by or displaying sound practical sense
When a small company wants to launch a campaign they frequently use common sense – why? Well, quite simply, they can’t afford to not. The marketing budget is small, the need for new and repeat customers is great, and they don’t want to screw up. A good example of common sense marketing by a small company can be found in the work that California Tortilla does marketing their restaurants.
California Tortilla is a rapidly expanding restaurant franchise that originated in the DC Metro Region with one store and has spent the last decade growing. The self-described Queen of Burritos, Pam, has fun with the brand – another hallmark of their restaurants. CalTort doesn’t take itself too seriously and that is conveyed to you consistently through the marketing efforts. CalTort consistently displays common sense with their marketing efforts – emails to draw you into the restaurants on slow days, rewards for loyal customers, secret password days and free pop tart days. Plus the brand doesn’t overwhelm your email box with too many messages, they don’t overwhelm your mail box with too many mailings, and they tie in the campaigns so well with the brand image that it is always fun.
common sense. (n.d.). Collins English Dictionary – Complete & Unabridged 10th Edition. Retrieved February 11, 2011, from Dictionary.com website: http://dictionary.reference.com/browse/common sense