Chick-for-Free
Sometimes when a well-known brand changes their product, the change isn’t always readily accepted. Consumers might be wary of the new offering and unwilling to try it out- which in turn can have a negative effect on sales. (Does the “New Coke” debacle of 1985 ring a bell?) How does a brand ensure that their consumers notice the new offering and give it a try? Just ask Chick-fil-A.
If you have been to Chick-fil-A recently, you may have noticed that their menu has changed. (Go to http://www.chickfila.com/#pressroom and click on “Chick-fil-A Menu Enhancements”) The most noticeable change is with their Chick-n-Strips. The “new” Chick-n-Strips are a little bit bigger and have a slightly different taste. In an effort to promote the new Chick-n-Strips, they have been running several promotions over the past couple of months. When the menu first changed, they were offering free 3-count Chick-n-Strips for one week from 5-8pm. Then a couple months later on Labor Day, they offered free Chick-n-Strips to anyone who came in wearing College or NFL Football apparel.
Their most exciting promotion, however, occurred last week. While I was waiting for the elevator in the lobby of my office building, two Chick-fil-A employees with a tray of Chick-n-Strips, sweet tea and balloons approached me and asked if I worked in the building. I said yes, thinking they needed directions to a particular office. Then they smiled and asked if I wanted free Chick-fil-A. Talk about being in the right place at the right time! They were out today promoting their new Chick-n-Strips and online ordering to the businesses in the local office park.
I’m sure that I would have eventually tried the new Chick-n-Strips on my own, but it might have taken a little while longer. My initial response would have probably been to order the familiar Chick-fil-A sandwich and wait to hear from other people if the new Chick-n-Strips were as good as the original ones. Thanks to Chick-fil-A’s strong promotional efforts, I have now had the opportunity to experience the new Chick-n-Strips several times and I know that I like them. I’ll probably order them the next time I’m there.
By: Jessica McGrail
Beer: It's Not Just for Men
As beer consumption decreases, brewers in the U.K. are attempting to attract a new segment of consumers: women. According to a recent article in the Wall Street Journal, a study by Coors found that beer’s biggest competitors are wine and vodka- both of which are largely popular with women. So why don’t women drink beer? A big reason, according to Coors Chief Executive, Mark Hunter, is that most women regard beer as fattening. Another reason is because the beer industry has neglected to advertise to women.
At London pubs in the U.K., Coors recently began aiming its Blue Moon Label toward women, hoping to attract them with fancy orange slices. Some pubs have even tried coating the oranges in brown sugar. The same trend can be noticed here in the United States. Bud Light Lime is probably the biggest and most recent example. While men are drinking Bud Light Lime, women especially like its sweet and fruity taste. Other examples include Michelob Ultra’s line of fruit-infused beers such as Lime Cactus, Pomegranate Raspberry, and Tuscan Orange Grapefruit.
In addition to “girly” flavored beers, women themselves are promoting beer. An article from msn.com states that Jessica Simpson has signed on as spokeswoman for Stampede Light Plus, a beer made by Dallas’ Stampede Brewing Co.
By: Jessica McGrail
Celebrity Branding
The Olympics may be over, but the excitement is just beginning for the world of swimming. Thanks to world record-shattering performances in the pool, the Michael Phelps name is poised to become one of the most powerful brands in sports. Some say his equity is already strong enough to launch an entire company.
A big name can do a lot, giving personality and shape to an otherwise amorphous brand. Nike, who successfully partnered with Michael Jordan as both an endorser and eventually the namesake of the Air Jordan product line, has proven time and time again that brands can inherit the positive attributes of their spokespeople.
Economic Marketing
With the “R” word looming and gas prices soaring, it’s easy to get caught up in the economic frenzy. Watch your gas usage. Don’t spend your money. Put your savings in a coffee can under your bed like our grandparents did. While I think it’s good for us as a society to conserve our resources (from both a financial and environmental perspective), it’s hard to move the economy forward without injecting some cash into the system.
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Man Brands
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Looking for a belated Father’s Day gift? Lucky for you, it’s 2008, and the male shopper has become an increasingly sought-after demographic. There are loads of ‘man-brands’ lining the shelves these days that are perfect for the occasion.Read more
House Party
Which would have more influence on your decision to purchase a new product- advertisements or a recommendation by one of your friends? If you’re like most people, you would probably trust your friend’s recommendation more than you would an advertisement. After all, the advertiser is getting paid to sell the product, but your friend isn’t. But what inspired your friend to try the new product in the first place? Perhaps it was one of the increasingly popular House Parties.