Scribblers' Club

The target demographic were financial market men. It was at the time a truly male dominated target, men who wanted to build something tangible, who would dig owning a burger joint and would appreciate the benefits of a proven franchise model. The ad was placed in the middle of anything related to financial reporting, as an island ad in the middle of the media if possible. We would pay a premium to slap the ad smack dab in the middle of where we wanted it, even if that meant encouraging the media owners to make exceptions for us. You opened the New York Times financial section and floating dead center and surrounded by the tickers would be the ads. It was placed in in-flight style magazines too, anywhere we could see our man indulging, we put a franchise recruitment ad in front of him. Once the engagement paperwork was flowing we then sent a die cut paper model of the current Prototype M restaurant design. Printed flat on 11x17 card stock and folded to 8.5x11 the die cut models were easily mailed out. The models would either make it home to the kids, or they would be built and displayed in the financiers office where they became topics of discussion. Working with the very bright Jim McGrory we later undertook creating another complex onboarding 'Welcome Kit' for signed clients. More on that and the hedonistic burger ritual in a future post. PS - If I ever write a business autobiography it will include a section on Laura Ashley pant suits and "F-OOOO-D THEE-ATE-RRR".

Fun.