A 7-figure check from Denny’s to the network, along with agency fees for a very creative feel-good ad, gave the restaurant chain 60 seconds in America’s most watched football game, and lines out the door for 1 day. During the Super Bowl, they ran a creative ad that, unless you live in a cave, you’ve heard about. “Free breakfast for everyone in America on Tuesday.”

For 2 days, people applauded. “Brilliant idea!” Then came the lines. The local papers in every market with people complaining. And on and on. But more importantly, I believe a classic example of “Ready, fire….aim! aim! aim! Oops. Too late.” Focusing too much on award-winning advertising stunts, wih not enough marketing think-time, happens to businesses of all sizes. A few things to consider:

What was the objective? If it was attention, homerun. But was it the right attention? Did it deliver incremental sales? Customer loyalty? Goodwill? Time will tell…so far, well…not so good. Here’s a few ways they could’ve really created long-term marketing opportunities, AND made the entire event profitable, versus a big expense AND minimal long-term impact:

1) Different offer: “On Tuesday, 1/2 of America will eat for Free…thanks to YOU. Bring a friend, we’ll do the rest.” Result: Profitable event, connect people to each other. Create a sense of community. Existing Denny’s fans bring a possible new fan. Business people, bible study groups, stay-at-home moms and other groups who ALREADY meet regularly now don’t have to make a NEW decision, they just have to shift locations to save money on a meeting they’ll already have and had planned to spend money anyway. That’s the group restaurants want: People who already spend, not people waiting for the freebee.

2) Non-profit tie-in: What if $ was pledged to a World Hunger organization? Step 1: Buy 1, get 1 free (BOGO), then $ to charity. Gives Denny’s a measurable way to test interest. If it works, gives the company an opportunity to move from a 1-time stunt to something like, “World Hunger Day” every month. 1st Tuesday of every month, Now we have a sustainable marketing/PR initiative leveraging an expensive Super Bowl ad to create a long-term customer traffic pattern: “Eat at Denny’s 1st Tuesday of every month…2-for-1, and together let’s  help world hunger charity ______. Denny’s Grand Slam Breakfasts: Changing the world.” Maybe eventually, the World Hunger tie-in becoms so popular, the 2-for-1 goes away and it becomes, “You eat, and we’ll feed a family in YOUR name”. Now Denny’s walls become filled with pictures of hungry families all over the world who are fed by XYZ World Hunger Organization thanks to Denny’s and YOU (enter customer name here).

Whatever. You get the point. Here’s the lesson in a simple formula:

Stunts - strategy = expense & frustration. Planning + Catalyst = ROI & Impact.

Share your ideas on how Denny’s could’ve done better! Post your comments…