In today's episode we talk about three marketing strategies for food truck owners which included:
- The purple cow phenomenon
- How you can leverage Instagram stories to grow
- Why building your brand around a cause is impactful on so many levels
Aaron: [00:00:17] Hey, guys. Thanks for tuning into episode 6 of the Marketing Natives. Today we're talking about three great marketing strategies for food trucks. What we're going to talk about today is purple cows, finding a cause to support, and social media, but we're going to take a deep dive into Instagram.
Christian: [00:00:35] I like it.
Franklin: [00:00:37] I feel like I'm very prepared for this episode.
Christian: [00:00:39] So that's good.
Franklin: [00:00:41] I read a book like four times, and I didn't know that- I would be able to use the knowledge that I gained, but I can use it right now.
Christian: [00:00:50] Cool. So. OK. Go ahead. Dive right in.
Franklin: [00:00:52] I'll dive right into it and say that the number one thing that I feel like you should do and I've learned today from you guys that it's creating a purple cow, right? Now, I'm going to let Aaron explain what exactly a purple cow is, but diving right into, it's really what I think is creating a conversation piece to get people actually talking about this food truck. And I'm just going to give two examples that were in the book. The name of the book is called "Contagious," and there's a restaurant in Philadelphia called Barclay Prime. They created a 100 dollar cheesesteak.
Christian: [00:01:33] What?
Franklin: [00:01:34] One hundred dollars. 1-0-0 with a dollar sign in the front.
Aaron: [00:01:38] This thing better be huge, like a foot long or.
Franklin: [00:01:40] It's not.
Aaron: [00:01:40] I mean, I don't know. Like, ten feet long.
Franklin: [00:01:44] It's a normal size cheesecake- cheesesteak, guys, and it's really good. All the ingredients in it are, like, some of the prime cuts and all that different stuff that makes.
Christian: [00:01:55] Gold flakes. Yeah.
Franklin: [00:01:57] Exactly. It's a really expensive cheesesteak, but they created it and put it on their menu so that people can come in and find a way to pay for this cheesesteak so that they can eat it.
Christian: [00:02:07] And about 16 friends come join me.
Franklin: [00:02:10] Exactly.
Aaron: [00:02:10] Everyone gets a bite.
Franklin: [00:02:12] Exactly, and it looks like a sample plate from Subway whenever you get finished cutting it up, but it gives them the opportunity to purchase this cheesesteak and be able to go around town telling everybody that they actually have been able to eat this cheesesteak and get people in the door. Then also another example is there's another a bar, it's a secret bar, in upstate New York. Or is it. No. East Village New York called Please Don't Tell. It's in the back of a regular hotdog shop where you go into this phone booth and you pick up the phone and someone on the other side says, hey, do you need a reservation? And you tell how many people you're bringing in with them. And it's more or less one of those things that creates what the book called social currency where people have the opportunity and go out and tell people about it. It's like building word of mouth. Like, like, like on steroids.
Christian: [00:03:05] So Aaron, what would you- You've read the book "Purple Cow," and that's what we're referring to.
Aaron: [00:03:10] Seth Godin, we need to give credit to.
Christian: [00:03:11] So yeah, Seth Godin, obviously. So according to the book, what is a purple cow?
Aaron: [00:03:17] Right. So I will tell you- I'll answer that question and then give an example that they put in the book which is a purple cow is a destination that people want to go to and then they're going to talk about. Exactly what Franklin said. It's going to be something that is 40 miles away, but you don't care. You're going to go there because you want to go there for that experience, and think about it this way, if you're driving down on the side of the road, me, Christian, and Franklin. Guys, imagine this going down Highway 75 in Allen, and we look over on the side of the road. We live in Texas. We see a cow. Probably not a big deal. But if we get down to, you know, say, Dallas area and we're going on 75 and we look over on the right hand side, and you guys can see it over there. And there's a huge five foot tall, purple cow. We're going to stop, pull over on the side of the road, and take a picture of it. A cow is just something that we see all the time. It's just like banner blindness. So for example, if you see the same gas station, you see the same quick trips, whatever else, like, OK. I know there's a gas station, but if you know that, for example, Bucky's that's a purple cow. People stop at Bucky's, go out of the way to go to Bucky's because it's huge. And that is a purple cow. The example that the book gives is the difference between Maxwell House and Starbucks. Before Starbucks there was Maxwell House, and Maxwell House was a coffee shop or didn't have a coffee shop. It was just coffee bought from the store and people just drink coffee to drink. Starbucks came in and said no, we want to make this a luxury. Starbucks is about an experience, and it's about a- basically it's foofoo. Whatever. I'm not going to get into that, but it's about the gourmet style of Starbucks. And they could charge a hundred percent more than Maxwell House. I mean, we're recording this in July of 2017 and probably not very many people think of Maxwell House as a name brand, but they killed it in the coffee industry until Starbucks stepped over and made themselves a purple cow.
Christian: [00:05:15] So how does this apply to a food truck, you know? Do you guys think that's strictly creating a unique menu item that will get people there? Or what are other ways that a food truck could implement a purple cow?
Aaron: [00:05:31] Right. Since it's a food truck, I'd probably go with the food item.
Franklin: [00:05:34] Yeah.
Aaron: [00:05:35] Or something really, really cool to take a picture of on the side of the road. Or I mean on the side of the truck. If it was like a big, big portrait or something. It's famous, but it's really easy to do something with the food since you are a food truck.
Franklin: [00:05:49] Yes.
Christian: [00:05:51] I would say the only barrier that comes with that would be other people copying you.
Franklin: [00:05:57] Yes.
Christian: [00:05:58] You know? Because it would be so easy for someone to determine, oh, yeah, you're using Mayo on this tortilla and that's how you're making it taste so good.
Franklin: [00:06:06] Right. Or you can do something like Aaron said, doing something to your truck. Like, here in Dallas what we do, like, I don't know if you've guys seen it. You see the big B and the Big G. Like it gives people the ability to stop right there and actually take a picture in the middle of it to make the word big. Yes. So giving your- giving people something that they can stop and stand on the side of your truck and take a photo, that gives them the ability to share that image, and people get asked, hey, where is that food truck and what did they serve? Or I just want to take a picture of it.
Christian: [00:06:38] Right. Yeah, so make it a destination.
Aaron: [00:06:41] Right, and whatever that is for you guys, just think creatively, but think about something and be objective. Ask yourself would you go and would you experience that? Would you want to experience? Because if you're passionate about it, people will know about it, and our next strategies will help out a lot more too.
Christian: [00:06:56] Yes. And I think moving on to the second one, it's finding a cause to support. We feel like a lot of ways or a lot of complaints is that food trucks, they come in from who knows where, and they swoop in, and they get the business from the restaurants around that area.
Franklin: [00:07:13] Right.
Christian: [00:07:13] Which is not a good look, but in order to sort of cushion that blow, you can support a cause. Something local, and I mean, that will make your food truck grow in business, but at the same time, will develop a stronger tie with its surrounding community which will be a huge, huge marketing opportunity right there. And this is something that, I mean. Yeah, I haven't thought of. Like, we wrote this specifically for this episode, and it's something like really not just food trucks can do. Like, other people can implement this in their marketing strategies.
Franklin: [00:07:52] Right. You know, a perfect example that I can think of is that if, like, you guys have given blood, right? You guys have given blood before, and you see the blood truck go around all the time. So what if the blood truck and a food truck, like, work together, and they say, hey, instead of us giving you this coke and this cookie after you give blood to get your levels back up, hey, go and check out this food truck. Here's a coupon from them after you give blood, and you can go here and eat with them. That's something that you can support. Support and giving blood, or anything else that would involve something that is remotely or mobile that is just as mobile. I can't get my words out. As your food truck.
Aaron: [00:08:35] Right. We just had somebody on our Tip for Tip show that does a mobile bike service. That'd be pretty cool to go get free food from that food truck as your bike's get worked on. Just saying.
Franklin: [00:08:44] Exactly.
Christian: [00:08:45] Yeah, technically it's not a support that you or a cause that you support, but that's more of a partnership at that point. But yeah again, this is just a strategy that we think that it would be awesome, and it would be great for your food truck to find a cause, support it, you know, and get involved in community really.
Franklin: [00:09:07] Right.
Christian: [00:09:09] And the last thing we have here on the list is this great Instagram social media strategy, and to be honest, like, and I told the guys here earlier that I follow Torchy's Tacos. If you guys don't know what Torchy's is, it's just an awesome taco place here in Texas. I don't know. Are they anywhere else besides Texas?
Aaron: [00:09:32] I don't think they're anywhere else. There's very few of them anyway. Luckily we have one probably a few miles away from the office.
Franklin: [00:09:38] It's only just, like, a mile and a half.
Christian: [00:09:42] We literally walk down the road and go to Torchy's. Anyways, Torchy's is just amazing, and they have great tacos. Sort of the street tacos. They have chips and salsa, chips and queso. Anyways, I followed them on Instagram, and I think they're doing a great job on Instagram. But they're not capitalizing on video, nd that's where I think food trucks could, you know, just be awesome on Instagram is using videos and taking advantage of stories inside of Instagram. More specifically the location tag on Instagram. We've experienced this firsthand with our BitBranding account on Instagram, and when we tag a location on our story, we get how many more views?
Aaron: [00:10:27] We did one up in McKinney last week that normally we get about 40, 50, and we have close to five or six hundred.
Franklin: [00:10:33] Exactly.
Christian: [00:10:34] So that's just insane, but basically, yeah, you can expand your reach for absolutely no money whatsoever by just using Instagram stories and adding that location tag which allows you to be visible to hundreds of thousands of people around the community who are using Instagram.
Franklin: [00:10:52] And not- And y'all correct me if I'm wrong, but not a lot of people are actually utilizing that right now, right?
Christian: [00:10:58] No.
Aaron: [00:10:58] No. It's a small percentage. A lot of people- I mean, there's a small percentage who are actually using stories. It may be skewed to the people who we follow, but a small percentage of people are actually using stories and an even smaller amount recognize that you can do the location services or that you can do the hash tag service- hash tag ability on the stories as well.
Franklin: [00:11:17] So that means that it's safe to say that the sooner that people actually, the businesses and small business owners, get on this location tag, the faster that their channels and their social accounts will grow using- I mean, their Instagram account will grow with using their location tag. More people in their area will know who they are.
Christian: [00:11:39] Absolutely. Now, right now I'm guessing the algorithm that adds, you know, your personal story to a location story, and that's why it gets seen a lot more. And I feel like almost every time you tag a location, it automatically gets added to that location story, but now that you're saying, like, oh, if you get more businesses in here or more people doing this, I'm guessing the algorithm is going to change a little bit.
Aaron: [00:12:04] It absolutely will change. It's kind of like what Instagram did with the very beginning. You're going to see everybody's post, and then now you only see who's most popular. So, it has to go to that, but there's nobody using it, so jump on it while you can.
Franklin: [00:12:16] Exactly.
Christian: [00:12:17] And just make it interesting. I mean once that change in the algorithm hits and you've already been doing it for so long and now you've creating sort of a formula or creat a formula to get really cool stories in there, then I mean you're ahead of the game right there.
Franklin: [00:12:32] Right. It's like running a- it's like running a sprinting race that you won't ever get tired of it or ever get tired in. You're ahead, and no one will ever be able to catch up with you.
Christian: [00:12:43] Yeah. Anyway so, this Instagram stories is, I mean, the main huge point right here and engaging people with I would say 90 percent of your content to be video. I know we're talking about, you know, the stories, but also build a following with you actual Instagram account.
Aaron: [00:13:01] Right, and come up with a hash tag for it as well. Like I said, you can use hashtags inside of the stories and on top of the actual post as well. So come up with a hash tag that's clever. You can do contests with that as well. There's a lot of cool stuff that we won't be able to get into with this, but definitely explore Instagram because it's your main platform especially for food.
Christian: [00:13:19] Yeah, exactly. That's what I was getting at. Yeah. Instagram is just a great platform for food, food trucks, anything food related because, I mean, I personally follow a lot of Instagram.
Aaron: [00:13:29] Christian stays hungry.
Christian: [00:13:31] Yes. All day, everyday.
Franklin: [00:13:34] Oh my god, you're making me hungry.
Aaron: [00:13:36] All right. I think that is everything we have unless you guys got in the last tidbits on here.
Christian: [00:13:41] I do not.
Franklin: [00:13:42] Nope.
Aaron: [00:13:42] No last P.S. nuggets or anything?
Christian: [00:13:43] Nope, no nuggests.
Aaron: [00:13:44] All right. So thank you guys for subscribing because I'm kind of already speaking this into fruition, but anyway, two things here. Go ahead and subscribe. We truly appreciate that. Whether you're on Google Play, Apple iTunes, whenever you're at just subscribe and then please leave an honest review. And then down at the bottom right hand corner, you'll see three dots. Going to continue to push this out to you guys. If you click that, don't do while you're driving, you have an option to share that. Go ahead and share this with a friend. Share with a restaurant owner. I think they get a lot out of this as well. And if you have a food truck friend, that's absolutely who you should share this with.