Ted’s Montana Grill is Ted Turner’s eco-friendly restaurant chain most famous for their bison burgers. They currently have a solid online presence and a very vocal raving fanbase. Here’s how they’ve done it:
- They knew raving fans existed and they wanted to leverage them to build more raving fans.
- They started email marketing, gathering email addresses from an easy-to-use signup box on their homepage. Emails are generally about specials or special events, not at set intervals.
- They started a Facebook Fan page, and began offering a few special deals just for Facebook fans.
- Later they did a month-long trivia contest using the Fan Page Updates and the Wall where the first person to post the correct answers to three trivia questions each Friday won a gift certificate.
- Finally they launched a huge contest where fans had to create content (art, sound or video) about what made them the biggest fan of Ted’s bison burgers. The winner would get a new Prius and free food at Ted’s for a year.
After a submission period (marketed by a few emails, but mostly on their Facebook page) Ted’s picked the top three submissions for the final round of the contest, and asked their fans to pick the fourth (out of ten selected entries). They have a YouTube channel for this purpose, as well as having the options easily accessible on their website (with voting highlighted on their homepage). Just a few hours after announcing this turn of events the contest had well over 6,000 votes.
The fans in these videos talk of flying to Ted’s locations (currently the chain is only in a few states) just to have a burger, taking their four burger-loving toddlers, going faithfully every week after church, knowing the names of every waiter at their local restaurant, the health benefits of bison over beef and the huge variety of burger toppings, among other things. Let me tell you, these fans are evangelists–and there are thousands of them.
Ted’s online marketing strategy is pretty simple. They started with a solid, easy-to-navigate website; added email, then Facebook. It is not an inordinately expensive campaign, nor do the Ted’s staff have much direct interaction with fans (such as Twitter or back-and-forth on Facebook). They’ve just set up a forum for people to share good things, and given away a few (in the long run, also fairly inexpensive) incentives along the way to get more people involved.
How can your business replicate their success? Where are you raving fans, and how can you reach them so they can reach others for you?
[Edit: Alexa Scordato shared this great SlideShare presentation in the comments: The Fan Economy.)
Hey Sarah!
Great post! Have you seen this slideshare presentation yet? http://www.slideshare.net/bud_caddell/the-fan-economy-becoming-fan-focused
It’s amazing how so many brands haven’t grasped the concept of “the fan.” I can honestly say that growing up, I was a teenybopper and proud of it! (*nsync forever! haha) We can all laugh looking back, but I think about some of the things that I did as a teenager and I was essentially a marketer’s dream come true. I was always willing to promote my favorite artists and by all means, ready and willing to spend my what little allowance money I had on things like merchandise.
If all companies understood the purchasing power and brand advocacy of fans, they’d really be onto something.