By: Doug Fergusson
August 24, 2010 | No Comments
A year has passed since publishing my first post on the subject of Local Marketing, and I thought it might be interesting to shift the discussion towards the execution of National Marketing Campaigns. National Campaigns are familiar activities for most QSRs and retailers; these promotional activities typically involve a series of marketing tactics including media (TV, radio, and print), direct to consumer marketing, and on-premise point-of-purchase (POP) signage.
Every marketing organization is challenged with coordinating all of these elements into a well-orchestrated campaign that fits each retail location, works for every market, and is executed simultaneously. It is because of these challenges that opportunities exist for improvement; I don’t think this is a big surprise to anyone. However, identifying and implementing improvements has been difficult for most companies.
Some of these issues and the dynamics of POP program execution were covered in the blog titled “Synergy of Services.” I am planning to delve into the details of National Marketing campaign execution in my next few blog posts to show you both the obstacles, as well as the benefits, of making significant changes to your approach towards campaign execution. In the mean time, if you have a particular challenge that you would like me to tackle, send me a note at blog@synqsolutions.com.
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By: Glenn Haertel
August 19, 2010 | No Comments
The theme of this year’s Dine America executive conference is “Successful Strategies for the New Decade.” I spoke with the magazine’s editor, Blair Chancey, about the event and what attendees can look forward to. Coming out of a recession, she said people want real-life best practices and takeaways that will propel them into the next decade with a positive outlook. Here are some excerpts from our conversation.
Why is this year’s theme so important for the QSR industry?
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What trends will be covered at this year’s conference?
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How are women changing the workplace?
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What is the so-called “silver tsunami”?
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Are you attending this year’s conference? What are you looking forward to discussing?
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By: Glenn Haertel
August 5, 2010 | No Comments
So you’re about to jump on board with Local Marketing, but you may still have some concerns. In our June 24 webinar, “How to Execute a Successful Local Marketing Campaign,” CKE’s Brad Haley and Synq’s Doug Fergusson talked about best practices that would help ensure any company’s success.
In the first audio clip from our webinar, Doug touches on planning, technology, funding and education:
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In this second clip, Brad talks about the creative process, analyzing results and having an effective production and distribution partner:
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Tell us what success you’ve had with Local Marketing. We’d like to hear from you.
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By: Glenn Haertel
July 28, 2010 | No Comments
In our June 24 webinar “How to Execute a Successful Local Marketing Campaign,” we discovered that viewers had several questions concerning campaign development. In my post today, I’m including audio clips from CKE’s Brad Haley that feature his thoughts on how long a Local Marketing campaign should last.
Listen here:
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In this second audio clip from the webinar, Brad answers the question, “What are the top, low-cost LRM tactics that all franchisees should execute?”
Listen here:
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Tell us about your favorite, low-cost LRM initiatives.
Permalink | Tags: (Brad Haley, Local Marketing, local marketing campaigns, localization, QSR, QSR magazine, webinar)Add Comments | View Comments (0)
