About Arby’s Restaurant Group, Inc. Since its founding in 1964, Arby’s Restaurant Group, Inc. has been a leading international quick-service restaurant company with more than 3,400 restaurants worldwide. The founders, Leroy and Forrest Raffel wanted to market on a fast food franchise that served other than hamburgers. Arby’s opened its first restaurant on July 23, 1964 in Boardman, Ohio, serving freshly sliced beef sandwiches. The creation of Arby’s freshly sliced roast beef sandwiches continues to inspire smiles through its delicious experience. …show more content…
(Informational) Suggestions: Informational- To increase the companies brand awareness and loyalty amongst the younger demographic. (By 35% among Twitter users) Attitudinal- To change the perception of the brand by 30% amongst the younger demographic from January to December. Behavioral- To engage in five live pop-culture events in the year of 2014. Enhancements: In addition to Twitter, Arby’s could have used Instagram as an alternative social media platform to increase participation amongst the younger demographic. A free meal could be have been awarded to the first 1,000 Instagram or Twitter followers that posted a picture of them wearing a hat that resembled the Arby’s logo. The Arby’s team could’ve used Facebook to send out invites to the VIP hat unveiling event. A meet and greet with Pharrell at the VIP hat unveiling event could have been another tactic to drive engagement amongst millennials. Programming/Execution: • Slogan Arby’s Tips Their Hats to Millennials • Actions and Events Live Tweeting during the Grammys, the Oscars, and the Newseum hat unveiling …show more content…
The message was appropriate to the client, audience, and occasion. In a tweet Arby’s referenced Pharrell’s song “Happy” when they said “We’re HAPPY to support a great cause & get our hat back.” This verbal cue presented that Arby’s is transitioning into the pop culture world. o Nonverbal Cues The Arby’s logo is a nonverbal cue that caught the attention of their Twitter followers because it resembled Pharrell’s Vivienne Westwood mountain hat. o Two-Way Communication The purpose of this campaign was for Arby’s to initiate engagement amongst younger consumers. Using their Twitter platform, Arby’s created a fun and friendly atmosphere during their campaign. With the use of Twitter, Arby’s extended the engagement with Pharrell after their Twitter conversation by participating in the auctioning of his hat. After winning the bid, Arby’s tweeted: “@Pharrell You’re welcome. We’re HAPPY to support a great cause & get our hat back. Good Luck at the #Oscars tonight!” o Opinion Leaders Pharrell didn’t have an official contract with Arby’s but he contributed to helping Arby’s reach the younger demographic. o Audience
The founhder of the company, Godfrey Keebler, started with jus a small bakery in Philadelphia, PA in 1853. During the next two generations, local bakeries popped up around the country, including Strietmann, Hekman, Supreme and Bowman. With the introduction of cars and trucks (carrying the Keebler logo), bakery goods could be distributed beyond the neighborhood and regional distribution began.
...e my competition brand will gain more customers since teenagers nowadays want to appear youthful but mature. Recognizing the tweens as being unbeneficial and reducing these customers, we will lose market share but still improves effectiveness.
While the title suggests, although not explicitly discusses, that Chuck E. Cheese has made their new song appealing to “Millennial Moms”, they are also implementing other
Subway, one of the present leaders in the fast food industry was set up in 1965 in Bridgeport, Connecticut by Fred DeLuca. A family friend of him suggested this idea to help him pay for his education to fulfill his dream of becoming a doctor. Dr. Peter Buck, one of Fred’s friends agreed to be his partner with a loan of $1,000. There was a huge growth in the business relationship that changed the landscape of the fast food industry.
According to the segmentation in the case Tweeter is a Specialty Store and its most important customers are the Quality/Service Customer (Appendix 3). This group accounts for 70% of Tweeter's clientele. This segment cares about high quali...
Wendy’s rapidly expanded from the founding of its first restaurant in 1969. Wendy’s opened their second store one year later in November of 1970. In the middle of 1975 Wendy’s opened their one-hundredth store. Then, at the end of 1976, they opened store number five hundred, which was also their first international restaurant, located in Toronto, Canada. This was an astounding growth of four hundred stores in only a year and a half. In 1978, Wendy’s set a record by becoming the fastest restaurant chain to open one thousand stores among its competitors. In a twenty-one month span from February of 1978 to...
In “The man behind Abercrombie and Fitch.” An interview conducted by Benoit Denizet-Lewis displays a glimpse into the life of Mike Jeffries and his views of his company only hiring “good-looking” people and targeting “good-looking” people to wear his clothes. This has been done in order to force his audience to recognize that the issue of acceptance one’s peers and exclusion of a community mentioned by Mike Jeffries, is a result of cultural perceptions and individual self-image. Denizet-Lewis skillfully shows that while Jeffries remarks of not wanting the “not-so-popular” kids to shop in his stores, it poses a question to consumers asking what change in our attitudes will come or if there will be any change at all. Thus comes the issue of how consumers today have a shift in the reasoning behind why one buys clothing and the motivating factors that influence one to buy certain clothing. Denizet-Lewis also demonstrates the different messages that controversial advertisements and statements affect different groups of people and how what they project is really what people desire, though deemed by many people as unacceptable or inappropriate. The author also examines how in the news media, the image has become more important than the message and how images have taken precedent over actual issues and character. As a result of this, various communities have formed by the construct of selling to “beautiful people” and how popular appeal has become an extension of a person.
Many organizations have had to change the way they operate because social media has become such a powerhouse that has to be implemented in their marketing and communication strategies.
My goal was to design social media posts that would be conscious of the buying behavior of consumers. Problem recognition was key here. In this case, the problem I wanted to create was a want of sweets. By using pictures of delicious looking ice cream, cookies, and candies on Instagram, I gave the consumer an idea of where they could acquire such foods, thus creating and solving that problem. I then acknowledged that consumers would likely search for and evaluate alternative options. To keep customers at Deborah Ann’s, I created in-store sales on both Twitter and Instagram that would make them feel like they were getting a
In most of the success company, an integrated marketing communication will help to lead the company into success. Nestle’s Kit-Kat are also one of the company that involved IMC tools. The IMC tools that Nestle Kit-Kat are using the social media network such as Facebook, YouTube, Twitter, and Instragrams to promote on their product. (Josh Harmit 2012) Besides that, they also involved the broadcast media such as television and also in radio advertising. In TV advertisement Kit-Kat always used the concept of reminding people to take a break with Kit Kat. By using these IMC tools, people will get more attention on the advertisement and will lead to sales promotion that people will consume Kit Kat because they know well of this product and immediately will know when there are a event or any campaign happening.
If you asked 10 followers on Twitter if they prefer Coke or Pepsi, 9 out 10 would probably say Coke. This paper will explore the concepts of social media presence for The Coca-Cola Company. Why do people drink Coke? Why is Coke so popular? Questions such as these will be answered throughout this strategy recommendation project.
· Use of social media for promotion- word of mouth and social media help to get the message across and promote the product efficiently
in this segment are often brand conscious and enjoy the latest fads and trends. They...
...or consumers, general facts, and inspirational quotes. The crucial part I see on twitter is directly tweeting consumers who tweet them. They reply to consumers creating this two-way conversation, which helps the overall company in consumer loyalty. I also find that Coca-Cola doesn’t have a clear audience target. I find that social media is directed towards the younger generation, but Coke online marketing isn’t directed towards young or old. This also applies to not fully using all of their social networks to the greatest ability. I would recommend them using software that monitors activity of all their social media such as Argyle. This software, “Identify and engage with more prospects, qualify and quantify better leads, and build and maintain stronger relationships by linking social media actions to the marketing platforms you're already using” (argylesocial.com).
The first advantage of using social media in business is increasing brand awareness. Social media can help business to build their brand awareness by increasing interactions with a business brand. Brand awareness means the total percent of a target people who know the company exists and what the company offers of products or services. When the brand awareness is increased, the possibility of buying is increased. Thus, efforts should be made to make the brand a part of the consciousness of customers. For example, Coca- Cola is one of the best companies that enjoy unusual...