Getting a “Taste” for the Izzy’s Customers

According to a May 20th article on cincinnati.com written by Polly Campbell, “Taste of Cincinnati has been a reliable marker on the Cincinnati calendar ever since it was first held on Memorial Day weekend in 1980.”

Polly wrote about things that have changed over the years at the Taste, like location and participants, but she also mentioned a handful of familiar vendors you could expect to see. One of those tried and true treats and a client of RGI’s for the past four years is Izzy’s, a local sandwich shop and Cincinnati tradition.

As a familiar favorite, Izzy’s has been feeding Cincinnati natives and her visitors since 1901. Their website, www.izzys.com touts “World’s Greatest Reuben”, famous corned beef and potato pancakes among many other delectable menu items.

With this long and memorable history, plus the growing trend of brands engaging more with their core consumer, RGI and Izzy’s wanted to find out a little bit more about their fans. So that is exactly what we did!

A handful of RGIers set out on the first day of the Taste with 88° temperatures and hair-raising humidity to help out at the Izzy’s booth. We dove in headfirst and surveyed a sampling of the Taste visitors to find out who they were and what they thought of Izzy’s. To reward their participation Izzy’s gave out a 25% off coupon on their next purchase at an Izzy’s restaurant.

We met some great people, ate a ton of potato pancakes and reubens, but what we are most excited about is that the data we collected will impact the future of Izzy’s brand. The insight we gained will help us customize Izzy’s restaurant promotions and the foods customers love to eat! And that is just the beginning…

Great day for a race!

The 13th Annual RGI River Run, presented by Duke Energy and benefiting Kicks For Kids (KFK) launched the Tri-state's summer running season on Saturday, 5/23!

And this year’s run was full of sun, music and good cheer. It was nice to see so many people out to support kids with mental/physical disabilities and kids from disadvantaged homes. The RGI Brand was definitely out in force! The race was great, warm for a morning run but all in all, the conditions couldn't have been more perfect. As usual the post race banana and bagel were the "best I've ever had!" Music by the Rumrunners added a nice backdrop. They were rockin’ it out. This event only gets bigger with 1300 runners this year! The New and Improved KFK Brand was rolled out here as well, reflecting a new, more emotive and life-long approach to caring for the kids. Now it's off to the KFK Golf Outing!

Turning a Negative into a Positive

In the last several months, several companies have launched new products using free samples as a way to lure new customers. While at its basis the tactic has the ability to bring in new customers and build a brand, if all doesn’t go well there is a chance for a negative impact on a company’s brand. But with the right response these companies, and anyone in a similar situation can turn the negative into a positive.

Last week KFC partnered with Oprah to offer customers a free sample of their newest product, grilled chicken. The response was overwhelming, with their Web site being inundated by downloads, and according to some report stores have been turning coupon holders away. For a brand trying to convince consumers that it's more than a fried-chicken joint, the possible negative impact of the snafu is troubling.

And in this day and age, when a crisis of this nature can lose you 100 customers for every one turned away, a positive spin on the situation can make a world of difference.

Quiznos had similar problems with its "Million Subs Giveaway" earlier this year. They used customer service to help reconcile with some disgruntled customers, And in the end, despite the issues, Quiznos had built a million-customer database with which to begin targeted marketing efforts.

For KFC the overall impact of being endorsed by Oprah Winfrey could outweigh the negative impact of upset customers. And KFC’s efforts to remedy the situation, by mailing refunds in stages so people can enjoy their meal in a more relaxed setting, could go a long way to keeping and maybe even converting some new customers.

In most situations, a swift response especially if it appeases the masses and positions your company in a good light will certainly help to turn the negative into a positive.

RGI Joins the Blogosphere!

Welcome to the RGI Blog experience! Not familiar with who we are, well here’s the scoop:

• We create and activate brand strategy for customers, shoppers and consumers.
• We are shoppers, customers and consumers too, so our insights and opinions form the breeding ground for great ideas.
• We check our egos at the door.
• We collaborate with our clients long-term to build brands that are bold, responsive and whole.
• We are a talented and experienced group of people always challenging ourselves to take it to the next level.

And now we are bloggers!

We don’t want to bore you with a bunch of content irrelevant to you and your time, so we’ll keep it simple, thought provoking, and fun too!

Got some things you’d like to see us blog about…send us a message or leave a comment.

And keep checking back for new blogs and exciting news from your friends at RGI.