Chipotle

Chipotle finally has opened in Waco, Texas. For those who have never heard of Chipotle, it is a Mexican grille that serves all-natural foods. You can eat burritos, burrito bowls or tacos with choices of either chicken, beef, pork or steak. You can add toppings of hot sauce, cheese, beans, etc. It is the most amazing place ever. Today, which is Friday June 27th, is the Grand Opening for Chipotle in Waco. I have to say that I just experienced the power of word-of-mouth advertising. How? Here is my story.

This past Tuesday, my boyfriend, Josh, and I decided to drive by Chipotle to see the progress. We were shocked to see the advertisement on the outside of the Chipotle building. It said “Free Burrito 100% on Wednesday June 25th.” That was only two days before the GRAND opening! We immediately told everyone we know in Waco about the free deal. Chipotle opened that day from 11 am to 7 pm. Josh and I planned to be there as soon as they open. Once we got there, there was a long line across the front of Chipotle to the side, and then to the back of the building. It was hot outside, but it was worth a free burrito. This is where the word of mouth started. Josh has been to every single Chipotle in the metropolitan cities in Texas. He loves Chipotle. There was an older couple in front of us in the line, and they have never eaten at Chipotle before. We told them all about our experience and how to order the food. They were impressed, and they told their friends about it. I have seen people making calls on their cell phones to convince their friends to come by Chipotle to taste the food!

Once it was our turn to order our food, I expected to get a free burrito, and then pay for the rest of my order. It didn’t happen. I got a burrito, chips & salsa, and a drink for FREE. It turned out that everyone who came to Chipotle got their meal for free. I thought that was a genius idea. This is a perfect opportunity for the customers to create a word-of-mouth advertising campaign. The workers there passed out the ads that said on the grand opening, there will be a drawing from the customers the first day in order to choose someone to get a free burrito per week for a whole year! That and the word of mouth created a buzz for the Grand Opening.

Of course, Josh and I came by today for the Grand Opening. I expected to see a long line at Chipotle, and I was right! When we were waiting in the line, we were given a free pen that has “Chipotle” on it and a free stress ball that is shaped like a burrito covered in aluminum foil. We talked to the marketing consultant about Chipotle. She mentioned if the sales go well they might open a second location near Baylor University. I got really excited, and it makes sense to me. Baylor students are one of the biggest target markets in Waco, Texas. Waco is not that big of a city. It is a small city with the population of 121,496 (in 2006). I expect that Chipotle will be busy for a while! I had the pleasure to be part of this whole experience.

If there is Chipotle near by and you have never eaten there before, then you have to try it!

-Jessica

Image

Your image should accurately reflect who you are. Image has always been one of the important things to keep up in marketing. I remember learning this saying as a kid, “Do not judge a book by its cover.” It is good not to judge others by their looks, but it also can be a good thing to do so. What I am referring to is a first impression of a brand. If your first impression of someone or a brand is negative, then chances are you will not waste your time with that person or product. I definitely want to make sure that I have a good image, so I can make good impressions on others!

My whole point comes from Facebook.com and LinkedIn.com. I have been a member of Facebook for 3 years, and it was interesting to see it grow through the years. I just recently joined LinkedIn. There has been controversy about whether an internet profile can damage a future career. It is true that it can be damaging, but it can also be helpful because a future employer will look up anyone’s name on the internet. That’s where Facebook and LinkedIn come in. Future employers will look at your profile and make their judgment. It could be either a good or bad first impression.

Jay Ehret recommended for me to read two e-books, I’m on Facebook Now What? by Jason Alba and Jesse Stay and I’m on LinkedIn Now What? by Jason Alba. I highly recommend these e-books whether you are a new member of either application or not. It explains how the features work, how to keep it professional, and the rules of each application. I am new to LinkedIn, and I admit that I was confused about how to use it. I realized, after reading these two e-books, that both Facebook and LinkedIn are different. It is really helpful to understand the basics of both applications better. It also helps you to create your profile to look better, so you can look like that you know what you are doing.

If you are not a member of either Facebook or LinkedIn, I recommend that you join one! It is fun and easy to use. It is also important to network!

-Jessica

My LinkedIn Profile

My Facebook Profile

Marketing is everywhere. One of the lessons that I am learning as an intern is that everyone has a brand. I thought that meant as a product. I was confused because I surely don’t have a product yet! We are branded as a brother/sister to the siblings, daughter/son to the parents, or as a co-worker at the job. Interesting!

I am currently an intern at The Marketing Spot, Inc., and it is a wonderful experience. Being an intern opens my eye further into the marketing world. My goal is to fully learn what marketing is before I graduate from Baylor University.

Jay Ehret, from The Marketing Spot, Inc. taught me some important lessons. First, he recommended that i read two books, Positioning: The Battle for Your Mind by Al Ries and Jack Trout and MicroBranding by T. Scott Gross. I highly recommend these two books. They are deep into the meaning of what marketing is. Positioning: The Battle for Your Mind taught me that you have to be in the customers’ mind first or else you will not succeed. That is true because it is easy to remember what comes in your mind first. We don't think about or dwell on what comes second to mind--we think about what comes first to mind. One famous example is Coca-Cola; it is the leading soft-drink because it came first in the customers’ minds. MicroBranding is a brilliant book. It is about how to microbrand your product with the strategies of public relation and networking.

Second, Mr. Ehret emphasized that it is important to network. It is good to network with people because it helps to build more connections. It will be useful for new jobs! One of the best websites to use for networking is Linkedin.com; it is similar to facebook.com, but it is for business purposes. It helps a person to find professional opportunities, meet people with connections for jobs, and keep in touch with friends/colleagues. It is easy and free to use! Facebook can be use for the same purpose.

I am looking forward to seeing what else I will learn as an intern!

-Jessica