I can explain this ... really. OK, here goes. Been to Burger King lately? If so, I'm sure you've noticed their "Have It Your Way" campaign, created by Crispin Porter + Bogusky. I say I'm sure you've noticed it because they have infused every stage of their customer experience — each touchpoint — with this idea.
Recently, I was eating my cheeseburger and, for a lack of anything better to do, I turned my fry box around and read the story on the back about "Ringers." To paraphrase, "Ringers" are the stray onion rings that occasionally happen into random fry boxes. I couldn't believe it. A co-worker and I always jokingly gripe about this and here some intuitive copywriter at CP+B rolled personal stories like these into a clever campaign that accurately captures fun tidbits about the Burger King experience.
Stories like "Ringers" adorn all of BK's packaging (as observed in my still life). Even the cardboard drink containers. They have maximized all of their touchpoints. Everything the customer comes into contact with — no matter how big or small — continues to convey the company's message. Rarely can someone honestly recommend looking to the fast food industry but in the case of persistent messaging — look to BK.
The point? Walk through your customer's experience and see if you have touchpoints as obscure as a cardboard drink carrier that you could be maximizing to more effectively communicate your company's message to your customers. And if someone warns you that these points are trivial and won't possibly pay off? Just remind them that you never know when someone will read the back of your fry box and decide to become brand loyal. Oh, and I promise I threw all of that stuff away after I took the photo.
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