Taco Bell is one of the more creative companies on social media. This article, “ How Taco Bell stokes the flames of fan love ,” (The Drum, June 15, 2017) describes some of the fast food (or QSR – quick-serve restaurant) restaurant’s efforts—including the video below. Based on reading this article and seeing some examples of Taco Bell’s promotions on social media, what do you think are Taco Bell’s promotion objectives with its social media campaigns? Offer specific examples to support your points.
In Chapter 14, we introduce the idea of digital self-service (see Exhibit 14-3 and the related discussion). As artificial intelligence (AI) advances, more companies are using AI and intelligent agents to deliver on-demand customer service. You can learn more by reading “ 8 FAQs About Artificial Intelligence and Customer Service ,” (Customer Think, December 17, 2016). How could a cell phone carrier (like Verizon or Sprint) utilize the technology discussed in this article? How could a bank? Do you think this service is more effective than using real human beings?
Chapter 13 introduces the concept of integrated marketing communications, “the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message.” In launching its new Zinger sandwich, KFC sought to create a campaign around the Zinger 1 Space Mission. Read and watch elements of the campaign here: “ KFC #SpaceSandwich: Zinger’s So Out of This World It’s Going to Space ,” (branchannel, June 14, 2017). Then check out KFC social media channels to learn more. Choose three specific elements of this campaign (ad, video, Tweet, Facebook post, etc.). For each, indicate what you believe is KFC’s promotion objective.
Many brands are using social media channels to communicate with consumers (B2C). Recently, some B2B firms have started using social media to reach out to organizational buyers and build a relationship and reputation among consumers or employees. A survey of marketing managers was recently published, “ 2017 Social Media Marketing Trends: Top B2B and B2C Networks and Paid Channels ” (MarketingProfs, June 6, 2017). Look at two major B2B firms Facebook pages – Cisco and GE . Review these pages and Chapter 6’s Model of Organizational Buying Behavior (Exhibit 6-4) and Major Sources of Information Used by Organizational Buyers (Exhibit 6-6). How are Cisco and GE using their Facebook pages? What do you think are [Continue Reading …]
To communicate with target customers marketing managers must make decisions about which media to use: television, radio, the Internet, magazines, social media, etc. Marketing managers will often keep a close eye on the media habits of their target customers. Media habits usually only modestly change from year-to-year. But the evolution of the Internet has resulted in faster change—especially among younger people. This article “ Have Media Habits Changed Among Millennials and Teens? ” eMarketer, June 19, 2017, reports the results of a recent survey of 1173 U.S. Internet users age 13-34. This article compares media usage for teens (age 13-17) and millennials (age 18-34). It also asked questions [Continue Reading …]
One of the changes going on in organizational buying is the next generation of organizational buyers. Many of these new buyers are Millennials who are much more comfortable with technology, the Internet, and social media. In the textbook and in this “What’s Now?” series, we have often identified characteristics of the Millennial consumer. This article, “ 8 Keys to Selling to the Millennial B2B Buyer ” provides insights about how this new generation or organizational buyers might behave. Chapter six’s opening case scenario describes Metokote’s B2B relationship with its customer, John Deere. Considering what you learned in this article and chapter 6, suggest three ways that Metokote might operate [Continue Reading …]
In chapter 8 we introduce several concepts and ideas around branding. For example, we define brand equity as “the value of a brand’s overall strength in the market.” We follow that up with an example of Coca-Cola. In 2016, we see that Coca-Cola’s brand equity, as measured by Interbrand, has fallen since we wrote this in the textbook. As sales growth has slowed for the soft drink giant, it decided on a new brand strategy, which it described in a press release as follows: Marking a significant shift in its marketing strategy, Coca-Cola today announced that for the first time, all Coke Trademark brands will be united in one global creative campaign: [Continue Reading …]
About a year ago, B&G Foods bought the iconicGreen Giant brand of frozen vegetables from General Mills. As our chapter 2 “What’s Now?” post explained, the frozen vegetable category has been in decline for at least the last decade. B&G hopes to resurrect the brand and the category. The Green Giant ad below was typical of its promotion for much of the 1960s, 1970s, and 1980s. This brandchannel article, “ #TheGiantAwakens: Social Campaign Teases New Jolly Green Giant ” (December 7, 2016) highlights a YouTube video and Instagram posts as part of a contemporary update to the Green Giant. Go to YouTube and search “Jolly Green Giant tv ads” and view one of [Continue Reading …]