I love McDonald's for more than the fries (and yes, I'm brand loyal. Their marketing campaigns from the '70s suitably corrupted my impressionable brain).
I love what they're doing with their McCafe campaign. http://adage.com/article?article_id=136423
Not because I'm anti-Starbucks, although it's enormously frustrating to me that I like their coffee on the spot...but not when I brew it at home.
But because McDonald's is living what so many agencies preach in tough ecomomic times:
AGGRESSIVE MARKETING IN RECESSIONS CAN LEAD TO SIGNIFICANT MARKET SHARE INCREASES.
Whew. I got that out of my system.
But I BELIEVE in it.
McDonald's is launching what has been called their biggest marketing campaign ever. That's saying something. Fully integrated campaign designed to increase market share and revenues by $1 billion. That increase has to come from somewhere, right? Yep. From same or similar category providers who aren't marketing as aggressively...or might be in a tad bit of trouble.
Whether you are selling aerial work platforms or air conditioners, HVAC installation services or soap, the same principles apply:
1. Even in recessions, buyers are still buying. The cycle might be longer, but needs are still there.
2. In a recession, one or more of your competitors will STOP marketing.
3. That means that your customers have fewer choices...and more mind share.
4. This is your chance.
McDonald's is making an enormous investment in this effort. Success for your firm may not require such an investment. Just strategy and commitment.
Is there a lag in your market place? Competitor who's scaled back? Take action. Think about it. Thanks for reading.
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