The one thing that every entrepreneur, founder or business owner knows is that building a business is like losing your life. Many may disagree but it is the truth. It literally takes all of you at some point, especially the startup phase. Anyone who isn’t tough enough, gets lost along the way or fall, never to rise again.
“In the business world, it is said that sometimes, you have to be as tough as a bull to be successful”.
In the world of fast food and recipes, Colonel Sanders was one man who was tougher than a bull.
I mean, it’s like life was throwing him punches on the face but he refused to give in. Imagine facing all the failures he faced, yet he kept on going.
However, we are not discussing the persistency of Mr. Sanders in this article, we did that in our previous post. Read… Flavours of Failures & Recipes for Business Success
Today on CC Blog, let’s look at the marketing strategies KFC used to become a global brand.
1. Door-To-Door Marketing
The marketplace is literally a dog-eat-dog place, only the fittest survive. Back in 1952, it may not have been so terrible and crowded like what we have today, but this marketing strategy used by Mr. Sanders is certainly still very effective. Let me tell you how you can apply it to your business. But before I do, here was what he did…
First, Colonel Sanders was a mad man, I mean it for real. He was definitely mad. The moment he began getting positive feedback from those who had a taste of his fried chicken recipe, he decided to sell it to the whole world.
Isn’t that madness?
This reminds me; you cannot build anything worthwhile without having a touch of madness, it is impossible! Your ambition, your passion, your desire must be so crazy that people say you are insane. Imagine, wanting to sell your recipe to the entire world?
Madness!!!
To do this, he traveled door to door, visited houses and food restaurants around, selling his recipe and searching for a business partner who will help him promote his chicken recipe. He travelled by car from one place to another, from one restaurant to another, preparing his fried chicken recipe on the spot! His sales pitch was simple… if you like my recipe, market my chicken.
He might not have said it that way but that was the concept. Restaurants who liked his fried chicken recipe agreed to market his chicken. But this doesn’t mean he was accepted in every restaurant he approached. Matter of fact, it is said that he was turned down 1009 times before his chicken was accepted once!
Incredible right?
How To Use Door To Door Strategy For your business
The D2D Strategy is a powerful strategy any business can use, it simply entails you making a list of target or potential customers you will like to do business with. To do this, start with industry type and then location.
This is because it will help you manage your expenses and reduce cost. Once you have mapped your location, prospect the targets and qualify them if they fit into what you are looking for.
Using the D2D Strategy does not necessarily mean you have to go from one person’s house to another. No. It can simply mean going from one company to another, to pitch your business to them.
Let’s take for example you own a solar panel company in Lagos. You can do your location mapping, starting from Lagos Island, make a list of companies you want to sell to. You strategy can be to propose a monthly payment plan for the company’s staff. You move from one company to another (D2D), pitching to them like Colonel Sanders pitched his recipes until he achieved his aim and became successful. You too can!
2. The Strategy of Excellence
This might sound crazy, but excellence is a strategy in a world where people are quick to sell inferior products and offer inferior services. Excellence in product and service quality is a highly distinguishing factor. This excellence can be seen in KFC’s mission statement… We are dedicated to making our customers’ day. So, they come in hungry and go out happy.
As a brand, KFC from its inception made sure they put incredible amount of effort in making sure that they are the most liked and most talked about eating venue for customers. This excellence is exceptionally hard to maintain, owing to the fact that KFC operates a Franchise Business Model.
A franchise business model can be the death of any business due to inability to control quality across each franchised location. In the case of KFC with global footprints, it was exceptionally hard to do. Yet, KFC building around the revolutionary tactic “plan to win”, had ensured excellence in every of its location, causing the brand to grow and spread. And for more than six decades, it is still standing.
PS: One of the very things that killed, Mr. Biggs; a one time most beloved eatery in Nigeria, was the exact thing that helped KFC grow so much to fill that spot. Read… The Rise & Fall of the Biggest Fast Food Company in Africa
How Can you apply this to your business…?
Let me repeat it, excellence is a strategy. Therefore, ensure quality of the following for your business:
– Excellence in your product
– Excellence in your service
– Excellence in your delivery time
This means you must pay quality attention to your product development. Ensure that it is the best in the market. Some may argue that you don’t necessarily need to have the best product, just have the best marketing. Agreed. However, having the best product is good marketing on its own. Therefore, ensure you meet the required industry standards, have a unique value proposition or competitive edge and promote your brand or product like a mad man!
“When people talk about your brand, let the conversation include how good your product is”.
You must pay attention to your process and most especially your Buyer’s Journey. In short, pay quality attention to every aspect of your funnel, optimizing and improving on them to ensure people not only buy products but have great experience with your service and delivery.
3. Retention Strategy
A business that can’t make customers repeatedly buy from them would soon be out of business. The idea is not to constantly search for new customers to buy your product. A good business owner, knows the importance of retaining a customer and making them have repeat business.
For years, KFC’s approach has been simple and spectacular:
Attract. Retain. Recover.
This way they are able to gain the trust of their customers and turn a regular customer to a loyal one who keeps coming back and back again.
What you can do…
Retention Strategy for your business
There are various Retention Strategies you can use for your business, some of which are:
Treat Customers As Your Wife
Sounds funny right?
But yeah, the customer is your wife. Ever heard the saying;
An unhappy wife makes an unhappy home?
That’s exactly how business is!
The number one reason why you are in business is to serve and satisfy your customers. You must treat business as a marriage and your customers like your wife. Therefore, you must continually do things to make them happy and excited about your brand, products, services etc. In today’s world where most businesses are treating their customers as data, treat yours as humans. Most importantly, treat them as your wife.
Refunds & Returns
Make your refunds and return policy very easy. People are always scared of buying bad items. It is harder now due to economic downtime, therefore, make your customers feel safe that whatever they are getting from you is the best. However, in the rare event that they buy a bad product, ensure they can easily get refunded and that they can easily return the product. Your aim is to keep people happy and loyal to your brand.
In another post, I will do a detailed article on Customer Retention Strategy: How To Reach, Retain & Regain Clients
Moving on…
Another strategy KFC used was…
4. Technology As A Strategy
One thing that man has always feared is technology, yet it has been the single most important tool for growth to man in all area of man’s life. In business, those who learn to integrate it early enough grow immensely.
One of the things KFC has always included in its marketing strategy was the use of technology. They were one of the few who added mobile food orders into their business early enough. They are not a company afraid to adapt and innovate. What about you?
Tech and You
We live in unprecedented times. AI is fast changing the face of things. What you do with it now will determine whether or not your business would have survived during the times of Colonel Sanders. And even in these times.
Think about that for a minute. Let it sink.
5. Consistency
Whatever happens in business, don’t close shop! Your business is in the business to serve. Therefore, no matter what you are going through, no matter how hard it gets, shut up and show up.
KFC over the years, has not only been consistent in serving people, but consistent in the quality of taste across all branches and the experience they leave with their customers. It takes a lot to achieve.
Be consistent in showing up and also in taste and quality.
Conclusion
The amazing growth of KFC can be seen in its consistent quality services, commitment, and adaptability to change, culture, and new ideas over the years. The world continues to evolve, and KFC will do same, without doubt, sustaining its chief position in the food industry.
To grow your business, you should also integrate KFCs marketing strategies to help your business grow fast and with ease!
I’ll be writing to you soon.
Again, enjoy this Month of March and make the most of it!
Yours Deliciously,
– Miracle Salifu