Month: March 2011

As the slew of reality TV continues to diversify itself a new “America’s Next” has been picked up by NBC, claiming to find America’s Next Greatest Restaurant. Following in the footsteps of America’s Next Top Model, American Idol and other shows like America’s Got Talent, this new reality show offers the prize of a restaurant franchise business, equipped with 4 knowledgeable investors and exposure to the American TV watching population. The objectives of this show are like any other, contestants compete in challenges and at the end one prevails and wins the grand prize. The interesting thing about this theme is that the winner will be opening franchises of a fast food restaurant, a business that is completely accessible to the public. Unlike watching a model win a title, seeing a restaurant go from a dream to an actual business has the potential to attract a large consumer base. The novelty of trying the food may be enough for a fast food restaurant to succeed.

This unique integrated marketing mix is pulling fast food eaters to want to try the new product. At the same time the contestants are using push marketing to sell their idea of a restaurant. It is arguable that this type of show is direct marketing, as the media is carrying a specific message to inform the population of the process and formation of a new fast food chain.

After watching the whole season, would you try their food?

I came across a marketing blog that is about “news and views on the female consumers” called Wonder Branding and what caught my eye was an article written about the girl scouts marketing tactics in the US. With a little bit of supplemental research, to my astonishment, the girl scout cookie business generates $700 million dollars in sales! In the article the writer brings up an experience where she overhears tactics of selling demonstrated by a girl scout. A popular excuse and reason used to reject the girls would be because of dietary reasons, “on a diet” or “watching the calories” but in the situation, the girl comes right back at the customer with

“Okay.  Well, guess what?  You can still buy a box and donate it to our troops overseas.  How would you like to buy a box for our soldiers?”

and honestly how do you say no to that?

This amazing video exemplifies and shows the scope of what the Girl Scout Cookies brand is. The re-branded Girl Scout Cookies, emphasizes it’s positon as a stepping stone for  young girls to learn the logistics of operating a business and helping the community.

Analyzing this advertisement through the AIDA Model

Attention: The inspirational background music paired with the graphics really grabs your attention.

Interest: The content of the story written out addresses specific questions that capture the interest of viewers.

Desire: Images of the cookies themselves as well as the social issues that they promise to help.

Action: “So the next time.” Implying that you will buy the product!

Another cool video about the cookies:

A customer came in the other Sunday, and gave me his spiel about how when he was in his working years, when the common grocery store announced it was going to be open on Sunday’s an uproar of controversy occured. But now as the consumer driven market continues to flex its powers, TD Bank is also opening on Sunday’s and therefore will be open 7 days a week! Other banks are just starting to opening up their Saturdays!

Why is TD Bank opening on Sunday’s? Well basically to build upon their brand of Comfortable Banking, and what more comfort than being open 7 days a week (besides 24 hour banking :O ). From a couple of conversations with Sunday bankers, alot of people really appreciate the extended hours and convienience of being able to fulfill their financial needs on a Sunday, as well as other little things like gaining access to their safety deposit boxes.

TD has exceeded at positioning its brand as being custmer centric. The added value of customer service is TD’s way of differentiation and increases loyalty to an industry that is typically not very personable. This dedication to providing a good customer experience, has transcended its way into training programs and won TD the title of “Highest in Customer Satisfaction in Retail Banking in the Mid-Atlantic Region” 5years in a row.

Prior to my employment at TD, I was unaware that the people there treat you so well! So my suggestion in promotion to TD, would be to appeal more to the students who have grown up sheltered from personal banking. Most students either don’t bank, bank solely online or have their parents do their banking, and a majority of teenagers simply bank with whichever bank their parents bank with. By doing sponsorships of university events and giving student perks, TD will expose what a wonderful bank they really are.

In response to Sydney Archer’s blog, I wanted to talk about Tim Hortons Roll up the Rim promotion. Tim Hortons has differentiated it’s product by offering prizes, small and big, to seduce customers to purchase. And much like how $5 is almost synonymous with Subway, rolling up the rim is definately a trademark for Tim Hortons. This sales promotion is so popular to Canadians that a special tool was invented to make the rolling more efficient.

This sales promotion is a limited time offer and it is pull oriented (straight to consumer). Basically Tim Hortons’ is giving consumers more bang for their buck, because with the purchase of a drink (no matter what size) consumers are automatically a potential winner (or loser), and with the odds advertised straight on the cup, Tim Hortons has alluded to the transparency of your chances. With that being said, I have not won a single thing, so much for “1 in 6 chances”. I’m getting tired of rolling up the rim to…. “Please Play Again” but there are definitely different opinions and with Canadians rolling up rims for 25 years it’s undeniable the success Tim Hortons sees in doing this year after year. Just search on Twitter #Tim Hortons, and a vast array of winners and losers will be declaring their position with Timmies.

This promotion has seen annual revenue’s to increase by 4% in this year only and this equates to a lot of coffee and doughnuts.