Comments on: Cracker Barrel’s new promotion, and why context is key http://responsiblemarketing.com/blog/2008/06/16/cracker-barrels-new-promotion-and-why-context-is-key?utm_source=rss&utm_medium=rss&utm_campaign=cracker-barrels-new-promotion-and-why-context-is-key where commerce and conscience come together Fri, 18 May 2012 23:03:00 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: Bill Boyd http://responsiblemarketing.com/blog/2008/06/16/cracker-barrels-new-promotion-and-why-context-is-key/comment-page-1#comment-1168 Bill Boyd Tue, 17 Jun 2008 02:59:04 +0000 http://responsiblemarketing.com/blog/?p=400#comment-1168 Will makes a good point. But as a Prius-driving Northwesterner, the campaign makes me less inclined to do business with Cracker Barrel -- not more. I also don't think much of Dodge's "$2.99 a gallon for two years" incentive. Can anyone make a case that encouraging gas consumption is good for the environment, the economy, or our standing in the world? It is "good" for Chrysler, but the benefits will be short-term at best. Acting more responsibly would likely put Chrysler far ahead over the long haul. Will makes a good point. But as a Prius-driving Northwesterner, the campaign makes me less inclined to do business with Cracker Barrel — not more. I also don’t think much of Dodge’s “$2.99 a gallon for two years” incentive. Can anyone make a case that encouraging gas consumption is good for the environment, the economy, or our standing in the world? It is “good” for Chrysler, but the benefits will be short-term at best. Acting more responsibly would likely put Chrysler far ahead over the long haul.

]]> By: Will Boyd http://responsiblemarketing.com/blog/2008/06/16/cracker-barrels-new-promotion-and-why-context-is-key/comment-page-1#comment-1166 Will Boyd Mon, 16 Jun 2008 17:47:26 +0000 http://responsiblemarketing.com/blog/?p=400#comment-1166 Wow, I can't believe I'm going to say this, but... From a purely marketing standpoint, I see this as, at least, not irresponsible. (From an environmental standpoint it is a horrible, horrible thing.) The reason I feel it is responsible is that it seems that it will appeal only to those already traveling (most likely in RV's). These folks are likely already paying $350 to fill the tank of the RV. I don't think it will create any more demand on gas. To me, this campaign is designed to give these RV'ers who are already on the road incentive to eat more meals at Cracker Barrel along their journey. I can't see a family taking off on a road trip that they wouldn't ordinarily take with the express intention of trying to win the RV. That would be a huge financial gamble with the price of gas where it is. I imagine that the RV community is a big demographic for Cracker Barrel, so it would be somewhat irresponsible financially not to market to them. Wow, I can’t believe I’m going to say this, but…

From a purely marketing standpoint, I see this as, at least, not irresponsible. (From an environmental standpoint it is a horrible, horrible thing.) The reason I feel it is responsible is that it seems that it will appeal only to those already traveling (most likely in RV’s). These folks are likely already paying $350 to fill the tank of the RV. I don’t think it will create any more demand on gas. To me, this campaign is designed to give these RV’ers who are already on the road incentive to eat more meals at Cracker Barrel along their journey. I can’t see a family taking off on a road trip that they wouldn’t ordinarily take with the express intention of trying to win the RV. That would be a huge financial gamble with the price of gas where it is. I imagine that the RV community is a big demographic for Cracker Barrel, so it would be somewhat irresponsible financially not to market to them.

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