Archive for July, 2013

Fast Food Marketing Tactics Changing

Wednesday, July 31st, 2013

No more mascots?
This seems to be one recent trend for fast food chains, as updates are made to their long standing brands due to challenges they are facing in the industry.  As 20 and 30 year olds look more towards what is called ‘fast-casual’ restaurants such as Chipotle Mexican Grill and Panera Bread, the fast food industry faces the challenge of keeping up.

The latest farewell comes from KFC as they move forward without the face of Col. Sanders.  The chain is not only tossing out the bones, but they will be experimenting with a more ‘upmarket’ restaurant called “KFC eleven”, based off the 11 herbs and spices from the original recipe.  These new restaurants will not have Col. Sanders on the packaging but instead lean more towards the ‘fast casual’ style establishment, serving only the boneless chicken along with sandwiches, salads and rice bowls, a big step away from the fried chicken the chain is known for.

KFC, however, is not the only fast food chain to change their branding and offer a difference in menu items.  The Taco Bell dog has been missing for years now, Ronald McDonald is less visible these days, and Burger King said goodbye to their large head of a mascot in 2011 (while funny, many consumers also found him creepy).  These restaurants have also added ‘healthier’ menu items and McDonald’s kindly put the calories and nutritional information on all of their food containers.

Wendy’s, on the other hand, is not saying goodbye just yet to their red headed Wendy mascot.  They just launched a logo refresh, which came with rumblings of a hidden message and speculations of what it could mean.  Wendy’s said this was not done on purpose, but we have to admit, the mascot’s new ruffled collar looks a lot like the word “mom.”

So, many mascots may be on the decline, but those tied more closely to the brand will most likely stay, at least for now.  It will be interesting to see how the new “KFC eleven” restaurants and other fast food marketing departments do in the ‘fast-casual’ market.

This is a great example of how markets change and reiterates the importance of continued market research.  If your brand needs a refresh, or you’re not sure you are hitting the correct audience, let FiG help!  Contact us today!

Case Study: National Sales Conference Gets a Social Boost

Tuesday, July 30th, 2013

This spring, FiG Advertising partnered up with the National Sales Association to help boost excitement around their National Sales Conference: The Art of Sales, which was held in Denver, June of 2013.  In the previous year leading up to the conference, the National Sales Association had only used their LinkedIn account to help draw excitement around this event and did not see the results they were hoping for.

How FiG Helped:
The National Sales Association came to FiG looking for help to supplement their marketing efforts both to grow awareness and help boost attendance.  On both Facebook and Twitter there was low engagement and conversation around this event.  FiG took on managing the company’s Facebook and Twitter accounts a month prior to the event, in May of 2013.  The goal for these two platforms was to help start conversation around the conference, educate the audience on value they would get out of attending the conference, and to reach a potential new audience that would value from attending the event.

As a result, that National Sales Association saw a 30% increase in attendance from the previous year.  FiG was also able to increase traffic to their website.  The social links provided in a one month effort accounted for 1/3 of the social media referrals to the site for the year since January of 2013.  The event registration link via Facebook had the highest click-through year-to-date. The event registration link from Twitter again had the highest click-through rate year-to-date. Within the month of managing both the Facebook and Twitter accounts, the National Sales Association Facebook audience had grown by 7.73% in “likes” and their Twitter account also grew by 5.75% in “followers”.

Engaging in social media has proved to be of great value for this event. When implemented into an overall marketing strategy, social media marketing can be very successful. Contact FiG today to learn more about how social media can supplement your marketing strategy.

Heineken Lets Airport Goers Play “Departure Roulette”

Thursday, July 18th, 2013

Heineken is testing people’s spontaneity and, well, sincere craziness. Partnering with Wieden + Kennedy in New York, they set up an airport stunt at JFK’s Terminal 8, daring travelers to push a button and commit to an unknown location, a game they are calling “Departure Roulette.”  The stunt truly represents the brand’s adventurous spirit and tests people to travel outside their comfort zone.  The inspiration comes from the new Heineken ad campaign “Dropped” that launched about a month ago, which features 4 different men  literally getting blindfolded and dropped in remote destinations while their adventures are filmed.

The “Departure Roulette” board was set up twice and there were a few just crazy enough to push the button.   Heineken even foot some of the bill, paying for the flight and hotel, along with providing some money for expenses.  While these people may seem nuts, they did get sent to some pretty awesome locations!  Who knows, they could have the trip of a lifetime!

Check out some of the reactions, as these brave soles drop their plans for more exotic locations.

Does your brand’s advertising need a new spin?  Contact FiG to find out how we can help you create a successful campaign.

New Client: Rocky Mountain Life Savers

Tuesday, July 16th, 2013

FiG is pleased to announce our new relationship with Rocky Mountain Life Savers!

The Client:

Rocky Mountain Life Savers offers customized CPR, first aid and AED training courses.  They are able to customize training to meet their clients needs, serving individuals with community classes as well as training sessions for corporate clients or larger groups.  All RMLS staff maintain current certifications and bring a collective 40 plus years of healthcare experience and expertise to their clients.

Sue Kardon, founder and owner, has been a registered nurse for over 20 years as well as a CPR provider and trainer throughout those years.  She has experienced performing CPR outside of the healthcare setting multiple times and is passionate about training others to save lives.

The Project:
Rocky Mountain Life Savers came to FiG in need of a website that better reflected their purpose and vision.  We will be redesigning the companies current website, with the goal of reflecting the knowledge and capabilities of RMLS to their current and potential clients.  FiG will as also be assisting with designing marketing material to supplement the site.  A large portion of the project will also  include copywriting, making sure Rocky Mountain Live Savers is speaking to the right audience and in the right way.

Stay tuned for the site launch!

Are you speaking to the right audience?  FiG can help find out!  Contact us to find out how we can help you define your audience and deliver your message.