POP

QSR Marketing POP Effective Advertising Drive Thru sign

Utilizing Drive-Thru Research for QSR Marketing

Drive-Thru Marketing Research: the most underutilized, inexpensive, convenient and quick way to gather information that will improve your marketing.

Think of the time you, your marketing department and ad agency spent on debating which message or execution would be most effective.

You usually don’t have time to conduct online research or focus groups. But you’ll be pleasantly surprised at how willing your customers are to give you their opinions while at your drive thru. You’ll be amazed at how much helpful marketing intelligence you’ll pick up just hanging out there.

It’s Drive-Thru Marketing Research. (more…)

People not looking at point of purchase (POP) on fast food restaurant

5 Tips for More Effective QSR Marketing Point of Purchase

Only 13% of consumers even glance at your point of purchase (POP). Here’s what you can do about it.

Visual confusion seems to be the primary issue reducing POP engagement, according to Dr. Hugh Phillips, author and internationally recognized expert on the cognitive psychology of shopping.

In a recently released book entitled Marketing at Retail, Phillips argues that the net effectiveness of POP at retail drops below 10%, to around 6-8%, when you factor in poor design and store-level installation compliance—sobering statistics, considering the investment QSRs make in POP.

Fortunately, Phillips offers 5 tips to improve your customer POP engagement: (more…)

Restaurant covered in effective QSR marketing POP design.

POP Design—The Quick QSR Marketing Transaction Booster

4 proven elements of effective POP design–that are rarely followed.

I’m sure you’ve noticed. Everyone from the CEO to the mailroom clerk is an expert on POP design. Why?  Because it’s easy to change. “Add this here. Make this bigger. Make that smaller. Oh, and add this too.” But there is one word that describes perfect POP design—Simple. That’s it. Simple. Think about it. You’re really working with simple elements—a product and many times a price. The real thinking and focus in POP design are the following 3 points: (more…)

Regional QSR battling giant McDonald's with boxing gloves

Store Tailoring—A QSR Marketing Plan for Brands Being Outspent

A proper Store Tailoring Plan will build transactions using each store’s strengths.

When you’re a regional QSR, everywhere you turn you’re being outspent. Turn on the TV and you don’t just see one of your McGiant competitors’ spots. You see two or three different versions for two or three different dayparts.

So, how do you compete? (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…)

Point of purchase (POP) on popular fast food chain building from parking lot.

Boost Your QSR Marketing by Making POP Your Best Salesman

Apply the 3-zone approach to increase sales from the parking lot.

If you’re like most regional QSRs, you spend hundreds of thousands, or perhaps millions, of dollars on point of purchase (POP). In terms of a sales team, that’s a pretty hefty investment. Here’s a 3-zone approach to your POP development that Coca Cola and POPAI (Point of Purchase Advertising International) use with success. (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…)