Is Ruby Tuesday ready to explode with email marketing?
As I was attempting to clean my closet Sunday, I heard a commercial on the TV that caught my attention. All I heard was breaking glass like a lamp or vase. I swung around and caught something about watching an explosion of a restaurant. I rewound the ad and was impressed by what a little online marketing and satiating the public’s desire to see stuff blow up can do.
Ruby Tuesday – the national chain restaurant found in and around most shopping malls – has been going through a massive transformation over the past few years. Replacing decor and menu items was at the core of the switch from an outdated look to a completely hip, fresh approach. In case you hadn’t noticed, chain restaurants are really upping the ante for their competition and it seems like every chain chow joint has got on board (T.G.I. Friday’s, Applebee’s, etc).
Tuesday’s revamping has finally come full-circle and to commemorate the completion, they are going to literally blow up the final old restaurant this Tuesday on their website. If you go to the site now, there’s a countdown clock and the ad I previously mentioned. The lamp? It was part of their old decor, a 70s style ugly thing that will probably never EVER be considered stylish or retro. What is stylish the perfect placement of a prompt to sign up for their email list as an ‘event reminder’. Imagine that: a company that will get tons of unique users to their site AND THEY ASK FOR THEIR EMAIL ADDRESS? It’s enough to make an email marketing guy blush.
The explosion is scheduled for 3pm and I’m intrigued as to what additional payoff or draw-in the company will use to keep the gawkers entrenched with the brand and how they spread that message in the upcoming weeks. What will they do post-event with those emails? A special offer to help people get over the grief of seeing the last one go? Perhaps a push to enjoy a new Retro Ruby burger that will help remind them of the old look? As long as they do something engaging, that’s all that matters.
Hopefully, their email marketing efforts won’t explode as well.
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