Butterball’s Turkey Talk-Line: The Hotline That Saved Thanksgiving

A Thanksgiving-themed notes? You bet. Here’s a big business trick that we entrepreneurs and small business people can not only steal, but even do better than they can.

And wishing you all a great turkey day!

Pam Talbot had a problem.

An executive at the prestigious PR firm Edelman, Talbot had been given the unenviable task of promoting her client, Butterball Turkey. But, exactly how do you make one turkey brand stand out in a sea (a flock, a gaggle?) of many turkey brands?

And then she hit on what would turn out to be a brainstorm.

Butterball, she pitched to the firm, could help ease what she called “turkey trauma” by hosting a “Butterball Turkey Talk-Line” – a free call-in service that would coach people through their holiday turkey cooking dilemmas and disasters.

The firm agreed and Butterball agreed, but they never could have imagined at what they had just created.

A Star is Born

That first year, back in 1981, six women fielded 11,000 calls on a toll-free line.

Now, some 40 years later, the Turkey Talk-Line is stronger than ever.

From November 1 through Christmas Eve, there are 50 Butterball experts answering more than 100,000 calls from anxious cooks across the country. Of course, technology being what it is, these days questions are also answered via text, email, and live chat.

And the issues they face are varied, numerous, and at times, funny:

• Thawing is a common problem apparently. People have asked if they can thaw a turkey in the dishwasher or under an electric blanket. One man tossed a wrapped turkey in the warm bath with his two kids.

• A group of inebriated 20-somethings called in a panic because there was no meat on the turkey after they took it out of the oven. Turns out, they had cooked it upside down.

• And then there was the newlywed who was so frightened that her mother-in-law would discover she didn’t know how to roast a turkey that she called the hotline in from a closet to get directions.

The Phone Call is the Magic

 How did the Turkey Hotline not only work, but survive and thrive, especially in this era of online tutorials, YouTube videos, and all the rest?

It turns out that magic is the phone call with a real person armed with empathy and know-how. One longtime Butterball turkey expert put it this way: “People can be just paralyzed with fear. All they usually need is someone who takes the time to be personal and sympathetic.”

And that’s the point for we entrepreneurs.

As the editorial director of Delish and House Beautiful told the New York Times, “It’s the most brilliant piece of branding. In the day and age of automated everything, getting a live human on the phone on the most culinarily challenging day of the year?

It’s genius.”

The Takeaway:

The personal touch is what we do best, and the Butterball Turkey Hotline shows just how powerful it can be. Cooks in a turkey crisis could email - and some do - and they could text - and a few do - but the vast majority call. Why? They want to talk to a real person. A friendly voice, a genuine solution, or even just a little extra attention - these are your secret weapons for beating the big boys at their own game.

Steal This Strategy!

📖 Book - Raving Fans by Ken Blanchard and Sheldon Bowles: Learn how exceptional customer service can turn buyers into loyal fans.

🎥 TedX: A great TedX talk: “I Was Seduced By Exceptional Customer Service”

🎙️ Podcast - The Human Centered Business: Explore why putting people first creates unbeatable customer loyalty.

🌐 Website BONUS: And of course, here is the Butterball Turkey Hotline: 800-BUTTERBALL (1-800-288-8372).800-BUTTERBALL (1-800-288-8372)

Overnight Challenge

Get a good night’s sleep, wake up, watch some football, eat too much, have a good nap.

About Steve: Steve Strauss is the best-selling author of The Small Business Bible (and 17 other books), Inc.’s small business columnist, a lawyer (non-practicing), and an entrepreneur. He sold his last venture, TheSelfEmployed.com to Mark Cuban & Zen Business. He also hates ketchup.