For Successful QSR Campaigns, Order the Combo

Today QSR marketing campaigns have to attract the attention of potential diners wherever they39re consuming content and that means brands have to use every outlet at their disposal amp8212 from radio and print to television and digitalFernando Machado global CMO of Burger King described the advertising landscape he navigates quotQSR is supercompetitive very promotional If I39m not onair on TV my sales drop Literally And we know that immediatelyquot he explained Machado also knows that younger audiences are watching less TV and pointed out that if you want to capture the hearts minds and stomachs of the next generation quotyou need to strengthen your presence in digital and content creationquotSupersize Your Marketing With DataDriven TVBecause the potential customer base for QSRs is so large a widescale TV campaign aimed at increasing brand awareness makes sense in many cases especially when you consider that visitors to the topfive QSRs in the country watch approximately 12 percent more television than the general population according to a recent NinthDecimal studyTV can be part of an especially effective strategy when ads are paired with relevant programming just like those crispy hot fries taste better alongside an icy soda Technology partners can identify consumers more likely to be inmarket for a particular QSR by matching data on purchasing habits or household income to viewing habits Someone who bingewatches a familyfriendly show such as Modern Family might be interested in a kidsmeal promotion at a QSR for example while a fan of an actionpacked drama such as Vikings might be more likely to go for a deal on a hefty burgerFurthermore through aggregated national supply QSR marketers can reach a national audience during a major TV event such as the Super Bowl or Oscars even if they aren39t an official sponsor by airing their creative through bundled local inventoryDig Into DigitalA television campaign with powerful creative when used in conjunction with digital tactics can help QSR marketers reach their audience at the right time with the right message But it39s important to keep in mind that it39s not enough just to communicate timely offers or unveil new menu itemsQSRs with huge numbers of social media followers are finding new ways to engage and entertain Look at Wendy39s Twitter account which roasts not only its competitors but also its customers who actually request that honor Burger King gave diners the opportunity to buy a Whopper for one cent if they stopped at a McDonald39s first in a geolocation stunt Domino39s quotPaving for Pizzaquot campaign involved the chain offering to pave potholed roads for customers so delivery people could get pizzas to them intact In its first week alone the Domino39s campaign garnered 35000 organic mentions on social media These creative crossplatform strategies are vital to successful QSR marketing todayAn approach that incorporates channels where customers consume content along with sequential messaging can keep a brand topofmind which is vital for QSRs seeking to win market share amp8212 especially given that repeat visits and incremental revenue are more important in the restaurant industry than in others After all people don39t buy cars every day but they certainly need to eat on a daily basis Whetting their appetites through their televisions and mobile devices is a reliable recipe for successPhoto credit Angelos Michalopoulos UnsplashClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

For Successful QSR Campaigns, Order the Combo

Publish date

Channel

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

For Successful QSR Campaigns, Order the Combo

Enjoying This Commentary? There's More to Love

Cookies