There are two things that I really rail about and those are Realtor slogans and the fast food marketing on TV. We will never understand the former but the latter, the fattening of America is an easy one. Lets look at a few of the ways that the fast food industry is very smart at keeping us coming and eating food that we know full well is the worst for us.
First of all I have to say that fast food marketing just like most consumer goods is a commodity that can be marketed on it’s strengths while totally avoiding it’s weaknesses. That is the food can be created easily and changed with a marketing plan to improve sales and to do product testing. Here are a few things that marketers have done great in the past to sell us fast food.
How fast food marketing Works
Sell to the kids and the adults follow – In my house I would like to say that my wife is in charge but really it is the kids. The commercials for McDonalds are obvious with the selling of the free toys but really the happy family in the commercial is selling to us adults. If you are tired and driving and looking for something to eat the kids may plead for the toy but we as adults know it will happy and serene once we get in the restaurant (I know, it is not really true and so do you). This is a great example of how fast food marketing sets a tone and an expectation.
How can we use this? Make sure that you marketing is not just selling benefits instead of features but keep it engaging to each part of the target market
Food as entertainment – TV Commercials are engaging and there are lots of times that the fast food marketing can crate a story that we can follow for 30 seconds of someone quiet and alone at home and then out and having fun with friends at a restaurant. In Canada Boston Pizza definitely does a great job of doing this. Selling the dream of inclusiveness and fun has always been a good motivator
How can we use this? Story telling is a great way to get your message across tell stories in emails, blog posts, and articles. Also selling to the inner needs of our customers
Pick Your Time Slot – Have you ever noticed when Pizza Hut puts fast food marketing commercials on TV? Not at dinner time while people are eating but instead later at night to catch the people too lazy to make something but still hungry. Just think (if you don’t do this already) If you are hungry at 8:00 at night and you see a pizza commercial with a phone number you can just order right away. Fast food marketing from the very beginning has tried to reduce friction to the sale by putting stores close to the neighborhoods and have had home delivery.
How can we use this? Make sure you are going to your market where they are and giving them an offer that is easy to use
There are lots of things we can learn watching fast food marketing from the big marketing businesses engaged in fast food marketing on how to capture, engage, and then get our target into our sales funnel. Watch the sales process of any big fast food chain and through fast food marketing you will see exactly how the process works for them and then drop it into your business.