Almost all of America, let alone the world, is familiar with donuts and the Krispy Kreme franchise. Whether yeasty, cake-like, or filled to capacity with jellies and bavarian cremes, the thought process is practically universal – Krispy Kreme donuts are insanely yummy, and no one is actively seeking out day-old crullers or stale sugary bread.
But what has this famed franchise and their red, fluorescent sign taught us about conversion? Let’s take a look.
Create a sense of urgency AND scarcity
Here’s the truth of the matter. Although we might know first-hand how delicious donuts are, not everyone feels the urgent need to wake up at 5 am to be the first in line to get the first batch of a fresh, hot product.
Instead, well-seasoned breakfast-goers will zone in on the “Hot Now” fluorescent signs that hang in Krispy Kreme’s store-front windows like moths to a flame, because they know just how much more enjoyable a melt-in-your-mouth donut is to it’s older and perhaps dried out counterparts. Furthermore, because the sign is only on at selective times of the day (when making fresh products), consumers understand they must act swiftly or risk missing out on obtaining a favorable outcome.
As marketers, we shouldn’t be okay with letting clients saunter by our website in hopes of capturing them the next go around. Sure, you might have impenetrable faith in your product or services, but by creating a sense of urgency and scarcity, your company can communicate a clever fear of missing out (F.O.M.O.) technique that, when used correctly, prompts the consumer to take action immediately.
This can be achieved with Call to Actions (C.T.A.s) that present themselves as limited-time offers. A few examples might be:
- Order now and get free shipping
- Sign up today and receive a coupon for 25% off
- Don’t miss another sale! Sign up for our newsletter to be the first to know.
Offer a reward with your C.T.A.s
If you want a customer to follow the “Hot Now” sign, you have to present a tangible reward.
(Wait, that sounds like a bribe.)
Well, there are no “holes” in this donut message – if you want someone to scratch your back, you’ve got to scratch theirs.
Krispy Kreme does this by rewarding individuals with one FREE melt-in-your-mouth glazed donut with any in-store purchase when their sign is on. They provide a tempting product that cannot be produced or given, at any other time in the day, aside from when the lights in the window glow a deep and intriguing red.
The same formula can be used when converting website prospects to leads.
- Promise to solve a nagging issue or pain point
- Tempt them with the direction to achieve a long-withstanding goal
- Provide an opportunity to expand their knowledge on a topic of intense interest
Call to Actions are not a new premise and have already staked their claim as an extremely effective marketing tactic. However, it’s critical to remember customers should be given quite a bit of credit – they understand their value to your organization – so being creative and industry-specific with your reward is imperative when looking to obtain personal information and consumer engagement.
Emphasize the power of visuals
That fluorescent red sign can be seen from, what seems like, beyond the grave.
But that’s precisely the point.
Krispy Kreme’s sign calls to you from wherever you might be with its deep red glow, and our mouths instantly begin to salivate in anticipation.
Whether a simple yet powerful graphic glows from your brick and mortar location or an original video finds itself front and center on your site, it’s imperative to stress the power of visuals and media when converting prospects to leads.
According to the Search Engine Journal, “having a video thumbnail in the search results can double your search traffic,” and 84% of consumers were convinced to purchase a product after viewing a brand video.
A few tips to help jumpstart your company towards being a visual powerhouse are:
- K.I.S.S. (Keep it Simple & Straight-forward)
- Ditch stock images as they usually convey a lack of creativity and consistency
- Customize with brand-specific messaging
Krispy Kreme is but one masterclass in conversion, but the case studies and opportunities to learn are all around us.
Looking to dive deep into conversion tactics and content strategy? Schedule your free consultation today.