Over on our GasPedal blog, You Can Be a Word of Mouth Supergenius!, we highlighted a new case study from the revised edition of my book each day this week.
This case study focuses on how Potbelly, a Chicago-based sandwich chain starting to go national, created great offline word of mouth.
Here's what they did:
After opening their first stores in Austin, they rented a postal mailing list of people who had moved there from Chicago and sent each of them a single-page, hand-signed, hand-addressed letter with 10 coupons inviting them to share their Potbelly love with their new friends.
To see the full case study, click here.