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A Cheesy Tattoo (Don Ward)

By: Don Ward
By: Don Ward

In this economy good marketing is...whatever works.

HOW GOOD CAN A GRILLED CHEESE GET? 

Apparently pretty good.

In Lakeland, Ohio you may find the very hub of the grilled cheese sandwich experience.  There's a place called The Melt Bar and Grilled and the specialty is the good old All American grilled cheese....in every form you can imagine, and maybe a few you can't.

"The food's really, really good here."  said a woman named Sarah when I called The Melt. 

So good that some of the customers are willing to permanently display their melt-mania in the form of a tattoo.  If the biceps billboards include The Melt's logo...the customer gets a discount on every sandwich....for life, a price break every bit as permanent as the badge that earned it.  Would you wear this (or a variation of it) for a food discount?

So far dozens say yes.  Sarah told me there's a running total on facebook.  I checked.  As of Monday afternoon, 53 customers had customized their skin with a tribute to The Melt.  The discount is 25 percent on sandwiches that range from $5.00 to $13.00, so each visit could bring a savings of $1.25 to $3.25.  That could add up over a lifetime....though the love of grilled cheese might fade well before the tattoo does.

If nothing else, The Melt is getting a lot of attention for the sandwich special...and that's probably the mission.  In this economy, good marketing is whatever works. 

By the way, Sarah told me that doesn't have the tattoo, she already gets a discount because she works at The Melt.  She also said that if she ever moves on to a different job, she might start to think......ink.  What do you think?

We'll talk again soon.

Don

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