I finally gave in.
After watching the Culver’s commercials about their delicious fish sandwiches several times, I finally succumbed and bought a Culver’s fish sandwich a couple of days ago.
“Our fish is individually hand-breaded and fixed just for you. Nobody makes better cod sandwiches than us,” stated Craig Culver, founder of Culver’s, in the commercial as he demonstrated by dipping the cod into batter. A very Scandanavian-sounding gentleman agreed. “They come from the North Atlantic.”
“We make our own tartar sauce, too, from an old family recipe,” Craig added.
This is not the first commercial featuring Craig. In another recent one, he spoke with a farmer who raised beef for Culver’s. They discussed how the beef was never frozen, always fresh.
In these commercials, Craig Culver communicates authenticity. He projects credibility. He imparts information about why Culver’s food is so good. He backs up his claims with those who provide the cod and the beef.
He ends every commercial with “Welcome to delicious.”
After I opened the box to enjoy my fish sandwich, I noticed that Culver’s has taken Craig’s ending statement one step further. It is written on the inside top cover of the box. I easily saw it as I lifted out my fish sandwich. The printed “Welcome to delicious” was followed by Craig’s signature.
Then I glanced at the bag and saw “Welcome to delicious” on the outside of each side of the bag, too. Culver’s has threaded the same message through all communications with its customers: on television, on wrappers, and even on bags. Management is wisely reinforcing and reiterating Culver’s message at every opportunity. This continuity of message is profitable marketing.
The message hints at Culver’s unique selling proposition. Rather than merely offering fast food, Culver’s offers freshly-prepared fast food. In his conversations with producers on the television commercials, Craig Culver clearly explains this difference.
Unlike Culver’s, any businesspeople do not have one message about their business they continuously repeat. Too often, they hop from one message to another or quickly change messages. Usually this change happens from boredom. The original message may not have been well-thought-out, and the change may not be, either.
Think through your what your business offers. Identify your unique selling proposition. Decide your message.
Then repeat that message at every opportunity.
After watching the Culver’s commercials about their delicious fish sandwiches several times, I finally succumbed and bought a Culver’s fish sandwich a couple of days ago.
“Our fish is individually hand-breaded and fixed just for you. Nobody makes better cod sandwiches than us,” stated Craig Culver, founder of Culver’s, in the commercial as he demonstrated by dipping the cod into batter. A very Scandanavian-sounding gentleman agreed. “They come from the North Atlantic.”
“We make our own tartar sauce, too, from an old family recipe,” Craig added.
This is not the first commercial featuring Craig. In another recent one, he spoke with a farmer who raised beef for Culver’s. They discussed how the beef was never frozen, always fresh.
In these commercials, Craig Culver communicates authenticity. He projects credibility. He imparts information about why Culver’s food is so good. He backs up his claims with those who provide the cod and the beef.
He ends every commercial with “Welcome to delicious.”
After I opened the box to enjoy my fish sandwich, I noticed that Culver’s has taken Craig’s ending statement one step further. It is written on the inside top cover of the box. I easily saw it as I lifted out my fish sandwich. The printed “Welcome to delicious” was followed by Craig’s signature.
Then I glanced at the bag and saw “Welcome to delicious” on the outside of each side of the bag, too. Culver’s has threaded the same message through all communications with its customers: on television, on wrappers, and even on bags. Management is wisely reinforcing and reiterating Culver’s message at every opportunity. This continuity of message is profitable marketing.
The message hints at Culver’s unique selling proposition. Rather than merely offering fast food, Culver’s offers freshly-prepared fast food. In his conversations with producers on the television commercials, Craig Culver clearly explains this difference.
Unlike Culver’s, any businesspeople do not have one message about their business they continuously repeat. Too often, they hop from one message to another or quickly change messages. Usually this change happens from boredom. The original message may not have been well-thought-out, and the change may not be, either.
Think through your what your business offers. Identify your unique selling proposition. Decide your message.
Then repeat that message at every opportunity.
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