Kevin - "My guess is that they were so busy that the service was awful, food rushed, etc and that people will not be inclined to return."
I had to laugh at this one, because to me, that IS Denny's!
Seattle in the early 90's? Denny's is where everyone in their 20's went after the bars closed at 2am. There was nothing else open - Taco Bell & co hadn't started the late-night drive thru's yet.
You ALWAYS waited forEVER to get a table, the service was ALWAYS awful, food rushed and the waitress stressed out by the hoards of drunk hungry people, BUT no one cared much about all that!
We were getting fed, we were sobering up to avoid a diwi, and there was always a table of cute boys somewhere to flirt with.
I didn't go that day but the campaign brought up fond memories of my younger days & all the fun times with friends which are inextricably linked to "late night" Denny's escapades.
Ken - Thank you so much for your inspiration!
Despite my comments above, I agree with your point about freebie gimmicks. In my profession, it's tempting to give away free massages until your shoulder gives out and then wonder why you're living below the poverty line.
People looking for freebies aren't generally in the psycho-graphic of folks looking to return & pay you lots of money. They are looking for a deal or something more in their price-rage. They'll come back, but only when you offer another deep discount or freebie.
I have friends who were my "practice" clients back in massage school who have yet to pay full price for my services. Why? Because I keep allowing it by offering them deals and free birthday massages!
It's a tactic that works. "Free" this, get them in the door but they actually buy "that" instead.
(If I had received a call from old friends to do a Denny's late night run for the Grand Slam, I would have purchased MY old favorite rather than ordering the freebie.)
It's a legit way to generate quick revenue in a pinch. But as you so eloquently pointed out in your article, nurturing long-term clients who return because you have created a caring, understanding rapport in addition to your stellar product/service is a whole different ball-game.
I work in a nurturing stress-reducing profession where folks need us now more than ever.
Thank you Ken, for reminding me of this fact and inspiring me to sell what they really need, rather than trying to guess-out some gimmicky price-point angle to "get them in the door".