Learn how Wendy's and Pacific Retail use social media to market their brands
Social networking has become an indispensable tool among quick serves.
“Social networking sites have become a very effective marketing tool in recent times and we intend to utilize these forms of communications as much as possible,” says Scott Philipson, the marketing manager of Pacific Retail Management, in response to a query as to how his company is reacting to the social networking boom.
Philipson’s statement seems to reflect the prevailing mind set among quick service businesses nowadays utilizing and taking advantage of social networking sites like Facebook, Twitter, Foursquare, etc. to lure consumers to their respective brands.
“We’ve seen a great response across various social media platforms,” says Mad Mex Fresh Mexican Grill owner Clovis Young.
“First and foremost, we use these tools to engage with customers in a casual and conversational manner- that just suits our brand,” Young said.
He stressed that people are very savvy to marketing messages so it is key that their engagement in social media networks is genuine, honest and transparent.
Eagle Boys group marketing executive Christine Hooper also acknowledged digital media is a big focus for them at the moment as the company search for innovative ways to encourage hungry customers to visit their online store.
“At Eagle Boys, we are increasing our digital marketing budget this year by more than 100% to cover a wide variety of digital channels – both in-store and web-based applications. This includes investments in search engine optimisation (SEO) and enhancements to our website and online ordering facilities.
We’ve really only just scratched the surface on digital media opportunities. From ordering online to finding your local Eagle Boys to learning more about the menu, we know pizza lovers are turning to digital mediums. As we move forward, we want to make sure hungry pizza lovers can not only find their local pizza store down the road, but also engage with us digitally.
“We recently completed our annual Shake ‘n’ Dog campaign which this year incorporated the launch of a free Wendy’s iPhone App. The App was enormously successful and strongly reflected the sense of fun synonymous with the Wendy’s brand – more than 50,000 people downloaded the App and 20,000 people challenged a friend using email, twitter or facebook,” says Wendy’s GM for marketing, Todd Duthie.
“Less than two months after the game was launched, it had been played almost 250,000 times. This success represents an exciting future for the brand in this space and we have some strong ideas for future campaigns,” he added.
Nando’s chief marketing officer Kim Russell said Nando’s utilizes social networking sites such as Facebook and Twitter constantly to connect with their GenY audience.
“Our in-house social media expert has a continuous dialogue with our customers by posting regular updates on products, events and campaigns and encourages users to post responses and give feedback.
For Schnitz, a Facebook page will soon offer specials, discount coupons, freebies and various promotions that will also be distributed through their Twitter account aside from using Foursquare to offer special Check In deals, badge related freebies and other excellent free offer for each of its stores.
Its franchise and marketing manager, Andrew Dyduk says Schnitz is in the process of setting up a loyalty program for its current stores which will be integrated with its RedCat POS terminals.
“Customers will receive our Schnitz-a-holics Loyalty Card that will be activated at point of purchase. They will then be directed to the Schnitz website to register their details so they can receive updates on promotions and other Schnitz related news,” Dyduk explains.
Trios Wraps marketing director Sam Elia said a re-launch of their brand currently underplay will see the company start utilising social networking sites.
