It’s not the end-all. Nothing is. But the Bowman Media Modeling technique provides 3 tremendous benefits:
For the past three years, breakfast is the only daypart that has seen increases according to NPD research. And QSRs account for about 80% of those breakfast visits. So if you want to grow your transactions, you have to win at breakfast. And you have to win against the McMassive resources of McDonald’s, Taco Bell and Burger King. Here are the 3 encouraging facts that usually hold true for QSRs: (more…)
You have to have the best analytics possible to plan and forecast your marketing.
But what about the human element? You also have to understand consumer behavior and emotion on top of all that math. Take a second to think about the ads that attract your attention, that you remember, that you talk about. They have something in common: They are the creative ones. (more…)
Every month or quarter, depending on when you plan your ad budget, you probably have market managers screaming for their share of the budget. At the same time, you’ll probably have all levels of management questioning your budget allocations by market. A comprehensive Brand Development Index (BDI) is a great tool to help objectively and quantitatively state your case. By creating a BDI, you’ll have the single tool you need to: (more…)
We’ve all been there. Any time you price a product, you never want to leave money on the table. But you also never want a table that excludes your product.
Here are 2 steps to setting the right price: (more…)
Consumer packaged goods companies are masterful at using their packaging to market their products. But, promotional packaging is not limited to the packaged goods category.
Yes, packaging is a great place for your logo, but a packaging plan for regional QSRs can do much more. (more…)
Yet POP is often treated as the red-headed stepchild in the media mix or really not even consider true “media.”
We all know that lunch and dinner transactions are down, and we need quick answers. Breakfast is certainly a bright spot as that daypart is growing. But everyone is headed there, so be prepared for a slugfest. And then there’s broadcast media. It’s always the first to appear in the sites as the possible culprit that needs retooling either in the creative or the placement. (more…)
Storytelling is one of the best ways, if not the best way, to communicate. But if you lay out all the elements of your current campaign, does it tell a story your target audience can easily follow, or is it a mish-mash of different story lines? (more…)
Most regional brands don’t have the store penetration in a given market to go toe-to-toe with the McGiants’ media budgets. And even if you focus your budget on a single medium to try to breakthrough, your pockets still aren’t deep enough. That’s when Guerrilla Marketing can make up the difference. There are 3 keys to developing good Guerrilla Marketing: (more…)
It’s simple. Hear me out.
As old school as it may sound, in QSR, TV is still your workhorse media to drive traffic to your stores. The problem is that it’s expensive, especially when trying to compete with the nationals. So the marketing staff invariably utters, “We can’t spend any money on the ad because we need as much money as possible to place the buy.” Sound familiar? The question to ask yourself is, “Enough money to place what?” To place an ad no one wants to watch? (more…)
Slaying the McGiants 