Too many marketers focus solely on the first sale.
I was leaving Las Vegas today (Nicholas Cage was nowhere in sight) and with my stomach sensing that my culinary options would be limited once on board, I decided to grab lunch while at the gate.
My best option was Moe’s Mexican Grill. I had never eaten at a Moe’s but a burrito sounded good and it was very close to my gate. The next option was a Starbucks five gates away. Clearly, my first visit to Moe’s was one of impulse and convenience.
While waiting in line, I perused the menu.
The Homewrecker brought to mind a joke a friend recently made about about Gisele Bundchen.
The Jon Coctostan quesadilla brought me back to about 136 hilarious late night viewings of Fletch with my good friend Ben Lower.
Joey Bag Of Donuts made me think of the former Green Bay Packers center Frank Winters, who teammates would lovingly refer to as Frankie Bag Of Donuts.
Ruprict triggered memories of laughing uncontrollably at Steve Martin’s hilarious character in Dirty Rotten Scoundrels. (Why is the cork on the fork?)
I physically smiled. A few funny item names on a menu immediately triggered happy memories.
Then something happened.
Moe’s workers seemed more upbeat than your typical airport food service employees.
Moe’s customers seemed happier and less haggard.
Moe’s burrito tasted a little better than I expected.
Was all this real or a placebo effect leftover from the menu that made me smile?
It doesn’t matter.
I won’t drive miles out of my way to go to Moe’s but if I’m hungry and they are an option, the choice is easy.
If I’m alone, I get to smile at the menu again (maybe they’ll have some new items by then – I would love to see an Underhill Steak Sandwich). If I’m with a friend, I get to share their enjoyment of the inside joke.
By having a little fun with their menu, Moe’s locked up the second sale.