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Thursday, March 24, 2011

Simple Sells When Going Green

Written by  Duane Bailey

In my previous post, I mentioned Baja Fresh had found a simple and compelling way to promote an offer for a reusable plastic drink cup. Before I tell you what it is, let me give you two versions of the same message.  I’m going to ask you to pick the one you think Baja Fresh chose.

To help you decide, I want you to evaluate how well each of the messages I've provided answers these 3 questions:
1. Does the offer make sense to the consumer?
2. Does the offer communicate a clear benefit to the consumer?
3. Do the key sales points stand out?

Let’s start with the first hypothetical message, which could have been written by a pricing manager:

Get refills at 3.3¢ per fluid ounce, plus applicable sales tax, every time you present this 30-ounce cup at participating Baja Fresh locations.

Now consider the second message, which could have been written by a member of the marketing department:


Both messages essentially say the same thing. One is easier to understand, implies a clearer consumer benefit, and stands out more. Which do you think Baja Fresh chose? 

You guessed it, they chose the second one: “REFILLS 99¢ FOREVER”.  Take a closer look at the image I included in Tuesday’s post, and you’ll see it toward the bottom of the cup. If you look closely, you might even see a call-to-action immediately under the offer description: “Save a cup every time you refill this one.”

A message so simple, it has compelled my 8th and 10th graders to make repeated visits to the local Baja Fresh… cups in hand, $1.04 (the cost of the refill including sales tax) in their pockets, and smiles on their faces.  I can only imagine the number of cups they are saving.

You can still catch the first part of this story here:
- A FRESH Approach to Going Green

Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

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