MBA
3 views | +0 today
Follow
Your new post is loading...
Your new post is loading...
Scooped by A. Savard
Scoop.it!

Quick-Service Restaurant Chains Mobile Marketing Draws Customers

Quick-Service Restaurant Chains            Mobile Marketing Draws Customers | MBA | Scoop.it
Mobile Makeover - Mobile marketing use increases as quick serves try to attract on-the-go customers.
A. Savard's insight:

In an era dominated by digital consumerism and heightened demand for convenience-based goods and services, many quick-service restaurant chains, such as Subway, Domino’s Pizza, and Burger King, are ramping up their mobile marketing campaigns to leverage digital technologies in effort to better connect and interact with the right consumers, at the right time, and in the right place.


Reliant on speedy delivery, quick-service restaurants have launched a series of new mobile marketing tools to enhance the consumer experience and streamline the conventional restaurant-consumer transaction by allowing consumers to create, pay, and submit their orders virtually using their mobile devices.  Subway has developed an interactive mobile marketing tool that allows consumers to create and order their own sandwich via a virtual production line, and in turn designate a pick-up location and time to avoid in-store lines.  Similarly, Domino’s Pizza connects with consumers through a new mobile tool that provides direct user updates throughout the entire pizza preparation process, including who is making the pizza.   Further, geo-location technology is being incorporated into many mobile marketing campaigns as a means to improve the delivery of advertisements toward targeted consumers who are within a store’s vicinity.  For instance, Burger King’s “geo-aware” mobile marketing campaign, “Free Fries Friday”, successfully leveraged user location data to tweak advertising through targeted banner ads; results revealed a 3.21% click-through user rate, as opposed to an average 0.33% by other direct marketing mobile campaigns.  


Although mobile marketing tools and advertisements are gaining traction among quick-service restaurant chains, marketers must remain cognizant that consumers continue to be bombarded by countless marketing ploys each day, hence the delivery and appeal of such mobile marketing is critical to success.  Thus, marketers must develop mobile marketing campaigns that seek to generate customer value; otherwise, efforts will be construed by consumers as merely mobile spam.

more...
No comment yet.
Scooped by A. Savard
Scoop.it!

Cause Marketing | It's good Business!

Cause Marketing | It's good Business! | MBA | Scoop.it
A. Savard's insight:

Cause Marketing – an unconventional marketing tool!

  

Terry O’Reilly from CBC’s Under the Influence delivers an interesting view of how “cause marketing” is breaking new barriers by connecting for-profit and not-for-profit organizations in an atypical partnership of marketing and advertising aimed to generate profit while supporting important causes around the world.  

  

Cause marketing is a relatively new term aimed to make the world a better place through service of the public, whereas traditional brand marketing focuses on making a profit in the service of corporations.  O’Reilly explains that despite “many non-profits looking at corporations as money-hungry machines, and corporations viewing non-profits as an endless line of charities looking for handouts”, when the right partnerships align, remarkable results can be achieved.  The article presents a series of successful cause marketing partnerships, including Marriot & the March of Dimes, American Express & the Statue of Liberty Restoration Project, Home Depot & KaBOOM, and Bono’s “Product RED” campaign, all of which build upon the sustainable marketing platform of taking responsible social and environmental action to meet both the short and long-term needs of customers and their organization.

  

Further, the Cone Millennial Cause Study indicated that nearly 70% of respondents preferred brands they believe to be socially responsible, and almost 90% indicated they would switch brands if that corporation is associated with a good-cause. Cause marketing not only serves as a marketing tool to extend both brand and cause awareness, but it can also enhance consumer loyalty by building stronger connections, all of which create win-win solutions.  

 

O’Reilly concludes that successful cause marketing requires sustainability, a feat driven by profit over cause.  Corporations cannot afford to ignore core business first - marketing has to lead with the product, not the cause – yet, cause marketing should not be overlooked as a tool for one’s marketing platform! 

more...
No comment yet.
Scooped by A. Savard
Scoop.it!

Toronto Raptors recruit Drake as Brand Ambassador ... can the Franchise Rebound?

Toronto Raptors recruit Drake as Brand Ambassador ... can the Franchise Rebound? | MBA | Scoop.it
A. Savard's insight:

Torontonian and hip hop star Drake, who once "started from the bottom" was recently announced by Maple Leaf Sports and Entertainment as the new global ambassador to the struggling Toronto Raptors NBA franchise.  As the Raptors continue to be known for being stuck at the bottom, their new rebranding and PR campaign aims to use star power as part of a celebrity endorsement and franchise rebranding strategy.

 

Brand ambassadors have been well established in the world of marketing based on the concept that brand ambassadors symbolize cultural meanings in society, thus when a strong association exists between a product and an endorser, a median is created to connect the product with consumers, thus building and enhancing brand power.  How this marketing trend differs is that professional sports traditionally focus on actual player-hype and promotion in a branding campaign, rather than the injection of celebrity power.  This article illustrates how celebrity endorsement is becoming an integral part of marketing communications and branding for the Raptors, not to mention other NBA teams.  However, it can only work for the Raptors if consumers have a credible belief that Drake is genuinely committed and linked to the Raptors brand despite being paid to act so. Drake, who’s known for his strong musical tie to inner-cities, his courtside support to the Raptors, positive social-influence, and his chart-topping lyrics that praise “Toronto as a first-rate global city” evoke the marketing message sought by Raptors management.  The Raptors aim to boost franchise popularity and explore new branding opportunities with Drake as their brand ambassador.

 

Overall, the Raptors rebranding strategy shows promise for a franchise rebound; however, in an era dominated by social media and near instantaneous information exchange, there remains serious risk of marketing backfire if Drake’s public opinion shifts negative, thus creating unwanted brand associations!

more...
No comment yet.