Fan-based Marketing is often used by artists, bands, and sports teams to engage their fans through interactive marketing. The interactive approach can include VIP clubs, voting, contests, trivia games, and more to build a fan base and increase sales. This type of marketing connects through social networks like Facebook and Twitter. An example of a successful engagement rewards campaign is "buy our new CD and get a FREE t-shirt."

 

Have you seen the latest "McRib is Back" commercial? This spot communicates how mobile-social activity drives traffic to McDonalds for the McRib. Perhaps the script was based on McDonalds observance of social channels and discovering that the McRib is their leading social menu item. They also discovered that a McRib fan developed an app through which fans can post geographic sightings of McRibs. After seeing its popularity, McDonalds invited the developer to join them in their campaign as a McRib Lover.

 

 

 

Rick Wion, director of social media for McDonald's Corp, shares their Social Media Strategy.

 

 

McDonalds Uses Both Global & Local Strategies

McDonalds has standardized products; they're able to deliver major economies; they have global brands; global customer satisfaction; and can research new menu items globally and recover costs across many countries.

 

Why do they need a local strategy?

1. Beef is fundamental to their recipe formula. However some countries don't eat beef, so they need to cater to local tastes.

2. Governments have different fast food chains and rules as to what a franchise can sell.

3. McDonalds doesn't own all of its restaurants ... there are many franchise systems in many countries.

4. As an incentive to local franchisees, McDonalds assists franchises through local promotional activities to deliver higher sales.

5. Local service quality - monitor the quality of locally prepared Big Mac, fries, Coke, etc.

 

What does this mean?

McDonalds has standardized equipment and extensive local rule books, major training academies and continuous monitoring of local quality. Bottom line, they operate a strong local strategy along with global operations.

 

What does it mean for the average local business? Mobile-Local Search and Social Media have become key marketing tools. Search engines look for relevant site content, social engagement, reviews, citations, inbound links, and more. Consumers look for business locations, products, pricing, reviews, and discounts or rewards. There has been a huge shift to search and social interaction on mobile devices. Consumers can check-in at a business and get rewarded with discounts, cash backs and other types of rewards.

 

Many companies are successfully moving their marketing resources to the internet. We can help drive traffic to your business with website design, search engine optimization, set-up and management of Mobile Local Search and Social Media. Call 301.481.9979 for more information and a free online presence evaluation.