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T.G.I. FRiDAY's® Flair!

Business-to-Consumer marketing is a brick wall. Not the kind you run into and stop. The kind where bunches of bricks need to be put in place before you can move your "wall of marketing" strategy forward!

When T.G.I. FRiDAY's®, part of the Bistro Group, needed to fill some seats in their dining room and promote their catering services, they turned to The Arment Group for a complete "brick wall" strategy. Instead of a "shotgun" approach, with an ad here and there, The Arment Group laid out a pervasive strategy with all the important stakeholders involved.

Employees, community, management team, Corporate and, most importantly, valued customers were all part of the Plan. Their Employee-of-the-Month program was ramped up. An employee referral plan and other incentives were put in place. A PR campaign entailed news releases to all the local newspapers and online event calendars.

To build a customer database, a "T.G.I. FRiDAY's® Community" strategy was created. A "Win An I-Pod" sweepstakes was rolled out to great success, which enabled a complete email campaign that got the word out on end-of-the-year promotions.

When we started, the client was 8% below plan. Three months later, 14% above plan. No boasting here. I'm just sayin'...

When it comes to successful marketing, this kind of pervasive strategy is all important. If one brick is missing, your efforts will be hampered. T.G.I. FRiDAY's® is no different from your company. Make sure you have all the bricks in the wall.

Marketing isn't hard to understand. It's just hard work. Keep your "wall of marketing" moving forward. – J. Fred Arment

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