What's the Waffle House Marketing Strategy? Before we begin... Waffle House is an American restaurant chain that has: • 1,900 stores • Across 25 different states • Generating $1.3B in annual revenue And they don't spend any money are marketing... What's their secret? (2/10)

Waffle House positions its stores: • Along already-existing traffic streams • Offers a complementary service • Gobbles up excess traffic What traffic do they gobble up? Walmart. (3/10)

Here's what Waffle House knows: When people shop at Walmart they: • Drive a considerable distance • Are traveling with family • Will need to eat Waffle House gobbles up the already existing traffic in the area and fills a need. Now let's see how to use this for audience building... (4/10)

1. Find your Walmarts. What niche-related accounts do you already follow? • Find 20-30 large accounts • Add them to a list/bookmark • Find when they post their content This will help you "gobble up" traffic. (5/10)

2. Add your complementary value Comments like: • "Agree" • "Amazing" • "This is great" Do nothing. Make sure you add to the conversation: • Offer a different approach • Expand on an idea presented • Answer questions for other commenters Add value. (6/10)

3. Repurpose your comments into content. When comments add value they can become standalone content: • Posts • Threads • Images This is the power of using value-added comments. (7/10)