Increase your sales with 4 proven point of purchase (POP) rules.
Every QSR uses POP. But it’s surprising how much is ineffective.
If you mandate the following 4 rules, you will see a marked difference in your POP results: (more…)
Marketing
5 Advantages of Motion Control Food Footage for Greater QSR Marketing Impact
Create shots you can’t get any other way, and simplify editing.
Tight food shooting is unforgiving. It’s virtually impossible to capture a pour of syrup across pancakes, then move over to the eggs and then to a cup of coffee with a camera operator and a jib arm that tracks the movement in a single shot. That kind of movement requires on-the-fly adjustments to focus, lighting and effects like steam or drizzle. For a camera operator, it’s like patting your head and rubbing your belly while riding a unicycle—it’s hard to sustain. (more…)
Using the Bowman Media Model to Optimize Your QSR Marketing Mix
There is a better way to predict the effectiveness of your media marketing mix.
It’s not the end-all. Nothing is. But the Bowman Media Modeling technique provides 3 tremendous benefits:
- It greatly eliminates the subjectivity in the media mix. You can now quantify your recommendations.
- It provides better ROI.
- It allows you to better forecast the results of changes to the marketing mix and promotions.
Winning at Breakfast QSR Marketing
10 Steps that will increase your breakfast sales against the McGiants.
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…)
4 Tips for QSR Marketers to Get More Shots
Get the most out of your food photography budget.
Unless you’re a McGiant QSR, you can’t afford to end a day of shooting with just a handful of photos. In fact, “How to get more shots out of a day?” is a frequent question I hear from regional QSR marketers. So, I asked veteran food photographer Carlos Garcia for his insights. Together, we hit on 4 tips that will keep your food shoots moving and maximize shot count. (more…)
Optimizing Your QSR Marketing Budget with the Brand Development Index
You can now quantify your budget allocation decisions.
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…)
QSR Marketing Strategy for Setting the Right Price
Follow these 2 steps to pricing for repeat purchase and maximum gross profit.
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…)
Using Your Packaging for Cross Promotion in QSR Marketing
Use a packaging plan to help drive monthly incremental transactions and sales.
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…)
Made-to-Order POP—A Proven QSR Marketing Transaction Driver
Your point of purchase (POP) is the easiest, and perhaps only, medium you can customize by store and increase transactions.
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…)
QSR Marketing that Out-Markets the McGiants with Promotional Storytelling
There are 3 steps to writing an effective promotional story that will sell.
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…)
Slaying the McGiants 