It should come as no shock to any business owner that celebrity endorsements increase awareness and sales. Whatever it is you’re selling, in America’s celebrity-crazed culture, if a famous person uses your products or service, it’s going to be a boon to you.
According to Advertising Age magazine a Pittsburgh Qdoba franchisee took advantage of the fact that Pittsburgh Penguins coach Dan Bylsma ate a BBQ pork burrito in one of his franchises before every home playoff game. Chad Brooks, the Qdoba (a healthy Mexican-food franchise owned by Jack in the Box and ranked #68 in the AllBusiness AllStar franchise) franchisee, noticed Bylsma and some of his players coming in more often as the team kept winning and notified his ad agency. The agency quickly (the playoff season was quickly coming to an end) jumped in using social media (Facebook and Twitter) and “The Lucky Burrito Campaign” was born.
Bylsma joined the effort by posing for photos, giving autographs and bringing his family into Qdoba. The Lucky Burrito paid off for the Penguins who won the NHL’s Stanley Cup and Brooks who saw a 20 percent same-store-sales increase during the two-week campaign.
While you might not be as lucky as Chad Brooks and attract an NHL champion coach to your franchise, think about how you could score big by emulating the Qdoba campaign. Every city and town has local celebrities, be they college or high school athletes, politicians or even business owners and school teachers. Try to work with them to increase awareness of your business—and don’t forget to incorporate social media. It amplifies your message for virtually no cost.