Media

"Marketing Mix" snack bags to illustrate Bowman Media Model effectiveness in QSR Marketing

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:

  1. It greatly eliminates the subjectivity in the media mix. You can now quantify your recommendations.
  2. It provides better ROI.
  3. It allows you to better forecast the results of changes to the marketing mix and promotions.

(more…)

"Customize" key on a keyboard instead of "Enter".

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…)

TV projecting a pile of money on screen.

How to Increase Your TV GRPs with Little Money for Better QSR Marketing Results

Want to know the single, most effective way to increase your TV GRPs? Invest in your TV creative!

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…)

Panicking man at desk working on QSR marketing promotions.

Choosing the Most Effective QSR Marketing Promotion

Be aware of the 5 factors that can make or break your next promotional effort!

Typically, underachieving last year’s sales produces a state of panic. If you encounter this situation, analyze the promotions that have worked in the past so you can duplicate the results immediately!

But the problem is being unable to duplicate results from past promotions. Why is that? Well, two promotions appearing identical actually present major differences, normally going unnoticed in the duplicating process.

Here are 5 factors often overlooked or not reviewed as completely as they should when evaluating promotion performance: (more…)

Flat screen TV between commercial bookends

Increasing Your TV Buy with 15-Second “Bookends” is An Effective QSR Marketing Strategy

There are 2 ways 15-second “bookends” can help you compete against the McGiants.

As a regional QSR, you obviously don’t have the media budget to compete against the national chains that not only receive the economies of national network buys, but also supplement those national buys with spot market placement.

But here are 2 ways you can use 15-second bookends to help you.
(more…)