Not sure if this campaign from McDonald’s has reached you, but this recent marketing campaign from the double-arch giant is a great one to instill customer loyalty and attract new customers. In Arizona, they have a timely promotion for a $1 Large soft drink, no strings attached. It’s a great marketing tactic that even everyday small businesses can apply in their own line of work to build loyalty and attract a flow of new customers.
There’s been some viral, community buzz about the offer on the Web. If I get a chance to record it, I’ll throw it up on YouTube sometime to showcase the commercial. The offer is for people to come to McDonald’s to get a $1 ‘Any Size’ (namely, large) soft drink. The advertisement features young adults who are enjoying their low-priced drink and are actively working. Intended for the person who is very busy and had a hard time stepping away from the office, the commercial closes with an inspiring statement [paraphrased], “It’s not about how much your break will cost you; it’s about how much value you’ll get at the end of the work day.”
I find this offer works well for Arizonans like myself for a number of reasons, which I’ll get into later. I talked with a few comrades and asked about their thoughts and they agree with my take on it. While McDonald’s has a large corporate footprint, the marketing techniques they apply are no stranger to small businesses or entrepreneurs. Entrepreneurs nationwide should carefully examine the marketing used here and consider how they can apply it to their business.
Why McDonald’s ‘$1 Large Drink’ Campaign is Awesome:
- Branding Relevance – For a long time, McDonald’s frequently pushed Happy Meals, some Disney affiliation, some Hasbro-game contest, a salad or anything smashed between two buns. This commercial focuses on a staple in any meal – the drink. Further, the messaging is focused on middle-class full-time employees that escape their 9-5 for a short, inexpensive break.
- Timing – As we all know, timing is everything in the world of marketing and sales. It’s not about the brand’s timing, it’s about having relevant timing during your audience’s time. In this ad, it’s a sweltering 110 degrees out here in Phoenix and displaying ice-cold images of Coca-Cola. I have to say, those images are very tempting for any person who steps outside.
- Killer Offer – Having a killer offer is a great way to generate interest in a product. The offer is for a $1 Large Coke. From my estimate, that’s about 44 fluid ounces of drink, filled about 70% with ice. Now, let’s be realistic – who in their right mind only orders one drink from McDonald’s? No one. So, the drink is a great offer to get people in the door, embracing brand interaction. It’s not bait and switch, as they do satisfy on the offer when asked. People will buy upsells when they feel like it, and probably a majority of their customers do when presented with a vast menu.
- Perceived Flexibility – While planned or not, McDonald’s recently extended their offer until the end of Summer, than just July. This extension gives the perception that the brand is mutually aware of customer reactions, and thus validates a buzz-worthy change. If unplanned, this is excellent since it permits more brand interactions, thus a higher margin on more visitors. If planned, this is a withdrawal against loyal customers who chose to attend on urgency, but overall not a bothersome move.
- Effective, Relevant Cause – A common question people might internalize is “Why” a brand is making such a bold offer or claim. McDonald’s did a great job attaching themselves to the issue of the economy, working all day and inexpensive luxuries such as a break during the day. Attaching yourself to a useful and interesting cause that people care about is a great way to bring legitimacy to your messaging.
There are a number of other marketing lessons that could be derived from this McDonald’s advertisement. It’s in their clever marketing in order to help boost their bottom line and salvage it in ‘this economy,’ and I’m sure it went over real well during their executive discussions to make their marketing relevant, profitable and “cool” for their customers. That’s the goal in marketing, make a product “cool” and profitable, right?
What’s your take on this — is it clever or exploitative marketing from the home that serves over a billion burgers annually?
[Photo by Leonid Mamchenkov on Flickr]
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regards
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