Undoubtedly, the most popular fast food restaurant among high school and college students alike is Taco Bell. With 632,000 followers on Instagram, 10.2 million likes on Facebook, and 1.5 million followers on Twitter, Taco Bell has successfully met the needs of their target market. On March 27, 2014, Taco Bell launched their first ever Breakfast menu. This menu was strategically marketed across social media sites and caught the attention of fans everywhere. Short after the breakfast menu was released, revenues shot up by over 14%. Furthermore, Taco Bell has continued to meet the needs of their target market by launching mobile ordering and payment. By doing this, Taco Bell reached the technology focused generation by allowing a faster and easier way of ordering fast food. This new way of ordering was plastered all across restaurants everywhere and went viral across social media sites. Finally, Taco Bell continued to meet the needs of their market by investing in a new urban look for their restaurants. This new look provides a unique environment that matches modern concepts and desires among the present generation. Taco Bell is the poster child for successfully researching and satisfying their target market. However, I believe Taco Bell should bring back their Chihuahua commercials. The commercials were a wonderful marketing tool to promote their company. One could think that Budweiser may have even "borrowed" the idea of using man's best friend for publicity. The puppy works. The question is, does Taco Bell need to spend the money for commercials if they are already doing extremely well?
Either way. We love these videos.
In my social gatherings, Chipotle is seen as the "Father of Taco Bell." Born in the millennial generation at year 1993, Chipotle is the Mexican restaurant that young people will travel hours to visit. Unlike the beloved burritos at Taco Bell, Chipotle's burritos offer more flavorful and gourmet ingredients. Therefore, Chipotle is the generation's deep mouthwatering desire. However, due to Chipotle's higher priced menu and smaller number of restaurants across the globe, Taco Bell still remains ahead in the revenue game by nearly 1 billion. Also, on Social Media, Chipotle has 242,000 followers on Instagram, 2.7 million likes on Facebook, and 701,000 followers on twitter, which is significantly less than Taco Bell. However, is this possibly due to the fact that Chipotle has simply not been open as long as Taco Bell? Possibly. However, Chipotle is making great strides to move forward in the food industry as it is planning on offering a delivery option to college campuses this Fall. This strategic marketing move may put Chipotle ahead in the "Burrito Game" sooner than we may expect. In conclusion, Taco Bell and Chipotle have both done very well in marketing their companies to meet the needs and wants of their target customers. Both companies will prosper as long as they continue to improve upon their product and continually research their market.
When I think watches that match my style, I think Fossil. I have personally been extremely loyal to Fossil since a very young age. Fossil is a U.S. company that focuses on providing customers with authentic accessories that fit stylish, vintage preferences. Fossil successfully manufacturers watches for casual and business settings with various material and customize-able options. Like trends and fads that claim the attention of millennials, Fossil is a company that has dominated the attention and loyalty of our current generation by providing a brand that meets a trendy lifestyle. With 272,000 followers on Instagram, 1.86 million likes on Facebook, and 62, 600 followers on Twitter, Fossil has done very well in constantly promoting their brand and proactively communicating with customers. Fossil uses Twitter to handle customer service issues, and uses Facebook and Instagram to share fashionable accessory photos and new deals. Additionally, Fossil also provides and markets coupons on sites such as Groupon and on Apps such as RetailMeNot. By using apps and popular sites to offer discounts that are utilized by the target market, Fossil has succeeded in the hearts of customers by offering valuable, yet affordable vintage products.
Now, guess who Fossil's biggest competitor is? Guess. No really. Guess. With 1 million followers on Instagram, 6.3 million likes on Facebook, and 316,000 followers on Twitter, Guess has proven to dominated the trendy vintage company on social media. Being established only three years earlier in 1981 (as opposed to Fossil's 1984), Guess used an enhanced lifestyle to capture customers. Instead of focusing on vintage and artsy lifestyle like Fossil, Guess portrays a lifestyle of power and sensuality. Guess has portrayed a marketing genius of high end fashion focusing on flawless beauty and attraction. When teaming with Guess, consumers are influenced to feel like they belong in the upper class of social society. Guess uses Pinterest and sexy photo shoot campaigns to continuously promote this brand image. Therefore, while Fossil creates customer loyalty by promoting individuality and an artsy style, Guess exploits the inner desire to be beautiful and powerful. Both of these strategies have proven to work within their target markets, however, due to the innate desire of mankind to obtain power, Guess has done an excellent job at fulfilling this desire through brand image.
Regardless of the bad press McDonald's has received over the years, it has remained one of the top social media recognized brands in the world with 889,000 followers on Instagram, 58.8 million likes on Facebook, 2.9 million followers on Twitter. McDonald's and Starbucks both have rebelled against popular belief that frequent wall posts and content updates will reap a higher number of followers, and with few posts per week and limited updates have continued to climb in numbers. Unlike companies that hold contests on their Facebook walls, McDonald's has chosen to not use contests to promote their company. However, McDonald's has paid special attention to Twitter in the recent year. After numerous people from around the world have complained about "missing breakfast by 30 seconds" or "craving McDonald's at lunch time" on Twitter, McDonald's made the decision to make an "All Day Breakfast." Along with this decision, McDonald's also decided to reply to over 88,000 users on Twitter who had commented about wanting an all day breakfast in the past. This decision to personally reply to users everywhere has given McDonald's an unimaginable amount of positive press and recognition. However, while McDonald's is a famous icon in the brand world, it still focuses heavily on the product and not promoting the product into something greater - a lifestyle.
In contrast to McDonalds, Starbucks has had positive press since opening their doors and continues to dominate the social world with 5.8 Million followers on Instagram, 35.9 million likes on Facebook, 9.9 million followers on Twitter. From the day they opened their doors, Starbucks has been the coffee of the people. Unlike McDonald's which is namely focused on the food it serves, Starbucks is more than it's coffee. Starbucks is a lifestyle. People from all around the world post pictures of them in their fashionable outfits with a cup of Starbucks coffee. This action presents consumers who have a personal relationship and connection with a product. They are inherently stating that Starbucks is a part of who they are and is a compliment to their personality and style. Therefore, Starbucks sets itself apart from McDonald's by being more than a brand, but a way of being. While McDonald's has struggled with ethical dilemmas by not appearing to be a brand of the people, Starbucks has done quite the opposite. Once a company has turned a product into a way of life, they have won.
Imagine with me that it's the Super Bowl party at your house and all of your close friends and family are over. The Patriots and Seahawks are playing and everyone has a beer in one hand and the other in a bowl of Doritos as they watch intently. With only a couple minutes left on the clock, Wilson throws an interception at the yard line and the house erupts as everyone's hands go up, flinging Doritos and beer into the air. The PATRIOTS WON!!!
Unless religious convictions dictate otherwise, football parties typically go hand in hand with beer and Doritos. Marketers for Budweiser and Doritos have dominated the infamous American sport and provided the best Superbowl commercials every year. How do they do it? How do they stay at the top? Let's view their e-marketing recipe for success…
Budweiser:
The Budweiser and it's adorable puppy have contracted 12.7 million likes on Facebook, 132,000 followers on Twitter, millions of views per video on YouTube, and 63,900 followers on Instagram. Budweiser is a marketing genius. Budweiser takes on a compelling strategy to reach their consumers unlike various other companies such as Doritos. Budweiser's tactic through the puppy commercials shown at every Super Bowl is to elicit an emotional response within their consumers. Consumers are notoriously emotional buyers. Therefore, by creating an positive emotion through the puppy and horse relationship, when consumers later see the beer on a shelf, they will feel that same positive emotion and be encouraged to make that specific purchase decision. Budweiser does not need to shove their product down their consumers throats - the beer doesn't even appear in the commercial until the end. They need only to create a feeling and form a common understanding between product and person. Once the connection is formed, the product sells itself. Genius.
Lost Puppy
Doritos:
Doritos takes on a similar but contrasting psychological technique through their commercials. Doritos uses humor to formulate a positive response. However, they take the commercial process a step further and include their fans from the very beginning. Doritos created a 1 million dollar contest for fans to participate in where fans would create a Doritos commercial and compete for the title "best commercial." 5,500 fans across the world entered the contest. Then, the videos were voted for via social media by people across the world. Therefore, not only did Doritos involve their fans and make them excited about their product, but they also ensured the revealing of a stellar commercial that was voted for and loved by fans everywhere. The contest alone reaped a lot of attention and gained even more at the Superbowl. With fan involvement and excellent marketing tactics, Doritos has contracted 15.2 million likes on Facebook, 520,000 followers on Twitter, 33,500 followers on Instagram, and millions of views on YouTube.
Compilation of Contest Videos
By encouraging an experience and creating a bond between sports, product, and individuality, Budweiser and Doritos have dominated the industry. The trick is not to sell the product, but to sell the lifestyle and emotion.
Red Bull and Coca Cola are two incredibly successful companies that merely sell tasteful highly caffeinated drinks. How did they become so popular and successful? Are their consumers mainly caffeine addicts or sweet tooths that just HAVE to have that sugar fix? No. Red Bull and Coca Cola became so well known because they made their products a lifestyle. Red Bull aligned it's brand with extreme sports and action, while Coca Cola aligned it's brand with unity and relationships. The brand does not just provide value to the customer, but unveils the inner individual. People are externally defined by the products consumed and the inner person portrayed. Therefore, these two companies created a way of life - the true addictive drug.
RED BULL:
Red Bull is a high-concept drink that takes content marketing to a new level. Content marketing is defined as "a brand that gives something valuable, to receive something valuable in return." Red Bull does just that! Red Bull provides storytelling material that draws the consumers, viewers, and readers to the specific brand. Want to see a man who flies over the tops of trees in a bat suit or a young parkour expert who can leap from rooftop to rooftop like Spider man? Just CLICK. Red Bull associates there brand with adrenaline junkies and adventure enthusiasts and draws in a customer base with people who enjoy similar adventures or are merely excited about watching them on social media sites such as Instagram, Facebook, and Twitter. Red Bull has 2 million followers on Twitter, 43.8 million likes on Facebook, and 3.3 million followers on Instagram. Red Bull is not just a brand, but a community that people want to be a part of. That is the secret to Red Bulls success.
COCA COLA:
In comparison, Coca Cola has been creating a lifestyle since 1886. With 90 million likes on Facebook, 3 million followers on Twitter, and 801,000 followers on Instagram, Coca Cola has successfully taken the social world by storm. One will find Coca Cola's brand and most every event, including music festivals, concerts, world cups, the Olympics, iron mans, marathons, and many more. Therefore, like Red Bull, Coca Cola associates it's brand with excitement and lifestyle. However, Coca Cola reaches a larger customer base by reaching the family and friendships that are close to the heart. Coca Cola has started a campaign called "Share a Coke" that has encouraged people to not only market the brand themselves, but become personally associated with the brand by having their very own name on the product. Furthermore, Coca Cola has targeted the hearts of consumers by participating in grassroots projects and committing their brand to assisting those in need - bringing the world together one coke at a time. By purchasing a Coca Cola, one becomes part of a movement to better the world and become part of a larger community. Similarly to Red Bull, the ideology Coca Cola has created is what has set them apart.
Both companies sold a VISION and a LIFESTYLE. What will your company choose to sell?
