30 Sep 2011

Talk about a successful promotion!

Jimmy John’s, a nationwide sandwich chain, launched a “Customer Appreciation” promotion last week here in Colorado. They offered their 8” sub sandwiches for $1 from 11am-3pm. Needless to say, a few people showed up to their locations today as you can see from the picture below.

Now, some might argue at the reason for this promotion since they are obviously losing money on each sandwich. But revenue and profit isn’t the point on in this instance: brand recognition and brand equity is. The buzz alone surrounding this promotion is worth the loss they took on selling sandwiches below cost.

Individual Facebook posts were a common occurrence, local media had remote vans covering specific stores and paid TV & radio spots blanketed the Denver market.

The promotion itself accomplishes a few things.

1.      The positive goodwill created by branding this promotion as a “Customer   Appreciation” generates clear brand equity for Jimmy John’s and their business.

2.      Brings consumers that may not have previously visited their stores into their locations.

3.      Helps build recognition in their brand since it is prominent in basically all marketing channels around the area.

The real challenge for Jimmy John’s is whether or not they can capitalize on this positive press coverage, while converting some of these new visitors into repeat and life-long customers as well as engaging the loyalists of their brand that were excited to get a great deal for a product they enjoy.

Successful and well done promotion


Adam is a graduate of Colorado State University (bachelor’s degree in marketing), and he has experience on both the client and agency side of the marketing world. These experiences led him to come up with a unique, more efficient business model, which he’s incorporated into Encite Marketing. Adam sets the strategic direction for all Encite projects, developing integrated marketing campaigns that bring results. He takes a consultative approach with clients, educating them about how the process works, and keeping them in the loop about end goals, steps, and tasks.