Breakfast Burritos and Board Game Bonuses
Renowned marketer Don Crowther says (and I paraphrase):
“Bonuses are how you overcome objections.”
And after you’ve sparked the desire in your tabletop games customer, their objections are your biggest obstacle:
“Is this worth the money?”
“Is this game the same as other games I own?”
“Will this TTRPG be a hassle to learn?”
Of course, you need to honestly address these objections…
But a bonus will make all your answers more satisfying to the customer.
Why?
Well, it’s complicated psychology stuff, but simply put…
PEOPLE LOVE BONUSES.
And they should always be included with any product lauch or sales push your tabletop business is making.
To prove my point, I want to share a story of when bonuses worked on ME!
Ever since we moved to Spokane, I have been on the hunt for the best breakfast burrito.
Now… of course… my wife and I have PERFECTED making the breakfast burrito at home…
But ours is kiiiinda heavy, and is better for dinner (sounds weird just trust me on this).
So there is still a place for a quick, cheap, yummy, filling breakfast burrito I can use to start the morning.
And that phrasing is intentional and non-negotiable:
QUICK: Can’t be a sit-down restaurant; must have a drive-thru or grab and go.
Cheap: $10 or less. Add-ons like avocado not included.
Yummy: Self explanatory, but you’d be surprised… and I want it to include a red and green sauce.
Filling: It can’t be so small that I need to order a second one (I’m looking at YOU coffee shop breakfast burritos)
Breakfast: Needs to be 50% eggs with cheese, some kind of potatoes and then ham, sausage, or bacon.
In other words, while I’m sure the $20 breakfast burrito some speakeasy that is only open on weekends for boozy brunch and uses slow-cooked chili-verde is delicious…
That is NOT the breakfast burrito I am looking for.
And while I think Spokane has some pretty good food, if I’m being honest…
The search has been disappointing.
I’ve tried seven places, and so far the results have left something to be desired: too expensive… too little egg… a messy mash… and WAY too much potato.
Surprisingly, the grocery store Huckleberry’s currently has the #1 spot; they are the only ones that use mostly egg!
But I digress…
Just this week, I had to meet someone on Facebook Marketplace on the northside to pick up a hedge trimmer, which provided me with an opportunity to go out of my way and try a new place.
So I searched on Google Maps, found a place open a few minutes away, and headed over.
Even though it had been open for two hours and lights were on inside, when I pulled up to the drive-through speaker box and window no one answered.
Already a good sign :)
So I parked, walked in, and was greeted by the ideal cheap Mexican place:
One cashier, one cook
Fridge full of every Jaritos soda ever (they make guava?!??)
GIANT Mexican flag on the wall
Painting of revolutionary Emilio Zapata with a bandolier of ammunition and a sombrero
Weird layout as it used to be some other business and they never bothered to remodel
Hopes high, I ordered and stepped aside.
But RIGHT before I got on my phone, I caught something glorious out of the corner of my eye:
A FREE CHIPS AND SALSA BAR!!!
Not a stock image… this amazing bonus is exactly what I saw
I have not seen this beloved bonus in Spokane.
In fact, I haven’t seen it ANYWHERE since 2015 in Davis, CA.
Chips stayed warm under a lamp, with 4 different salsas, limes, AND pickled peppers.
I took my time loading up, being sure not to miss a single one, before grabbing my burrito and heading out the door.
And the burrito was pretty good! Not as much egg as Huckleberry’s, but was big, not too much potato, and plenty of sausage.
And yet… we have a new tie for #1 breakfast burrito in Spokane.
Which begs the question: “If the burrito wasn’t as good, why did it tie?”
Because of the power of BONUSES.
A bonus is something extra that you add onto the purchase or a product or service.
They are a form of “loyalty marketing” and a powerful motivator for sales
A bonus makes the price of the product/service seem reasonable and worth it.
A bonus helps the offering stand out as distinct from the competition
A bonus gives you a little advantage in your sales pitch.
A bonus overcomes any deficiencies with the primary offering.
When you get a bonus, something in the human brain clicks*, and he results are indisputable.
And they work when selling tabletop games and accessories.
In fact, I would say they are essential for crowdfunding campaigns.
One group did a test, and saw an immediate 25% increase in sales.
Now, the bonuses need to be relevant to what you are selling. Adding a banana as a bonus to someone buying Beanie Babies online wouldn’t get any results.
But adding a tag case? Or a stand?
That’ll do it.
They even work in an IMAGINARY GAME!!!
In my DnD campaign (where I have banned the goodberry spell), the party came across an elf selling good berries for 10 gold pieces per berry (in my world, gold pieces equal about $100 each).
For context, that is an OUTRAGEOUS price for 1HP.
And I also made them rot, so its not like they could have them on hand for a big battle.
Like any berry, they would mold and go bad in 7 in-game days.
And their journey to the city would take another 2 in-game weeks.
The over-eager player bought 3.
I even had the elf assemble the berries in a free BONUS ornate box made of glass and metal.
And do you know what another player said?
“Oh man, that’s worth the price alone!”
Was he being sarcastic?
Kinda-sorta… but not really!
Because the bonus box immediately helped justify the purchase as “not THAT expensive” in the player!
So when you have people in your store…
Or on your landing/sales page on your website…
Offer a little something free and extra to get them to make the decision NOW!
