Collectables are coming back, and we’ve seen several restaurant campaigns recently, ranging from drinkware to clothing, and more. When polled, 76 per cent of consumers agree that collectable promotions get their attention, and 63 per cent feel that collectables would entice them to visit or purchase from the brand.
By their very nature, collectables offer operators the opportunity to stand out with a unique offering not available anywhere else. Playing into the exclusivity coveted by many consumers, combined with an often-included nostalgia element, collectables have the potential to drive traffic, get attention for your restaurant, and increase sales.
RELATED: QSRs are making collectables part of their marketing
How can independent operators create a campaign to compete in the collectable space? There are a few elements to consider when crafting a successful campaign:
- One approach is to offer something relevant to your business. You know your customers are interested in your business, so provide an opportunity for them to enjoy that at home. For example, if you are a coffee shop, releasing a line of collectable mugs may be of interest to your guests.
- Consider branding your items. If it’s merchandise that you’re selling, every item sold will serve as marketing for your business. Create designs that align with your brand and provide the opportunity for you to expand your customer base.
- Encourage purchases with a limited supply or a time-sensitive offer. For example, if you are selling seasonal collectables, your customers will need to complete their collection by the time the promotion ends, and the items are replaced with the next set. This can create a scarcity mentality that increases sales.
- Your loyalty members are often your best customers, so offer them first access to your collectables. This will promote the exclusivity of your program and may even increase membership.
- Create a series so customers strive to collect a whole set. You can release the items all at once, or craft an on-going promotion where the releases are staggered – and so are your sales.
Coming up with a collectable campaign may seem like a huge endeavour, so start slow, offering a few items to start. This will allow you to gauge interest and build a following for the campaign. Market your efforts on social media, through your loyalty app, and in-store for maximum exposure. Once the word gets out, collectables offer operators the opportunity to expand their brand, stand out, increase loyalty membership, and boost the bottom line.
