Archive for January, 2010

Here’s to a Great 2010

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By: Mike Snyder
January 28, 2010 | No Comments

Greetings!

With a new year well under way, it is the perfect time to reflect on what was a remarkable 2009 and look forward to an even better 2010.

Last year was proof that the marketing execution needs of the QSR, fast casual and retail market place are unique. Some of these requirements might seem simple on the surface, but if you put them all together and then spread them across your entire system, things can get pretty complicated. That’s where we come in. You’ve got multiple menu board systems and sizes – no problem! You’ve got varying price points by market, by franchisee, even by individual location – been there, done that! You’ve got caloric disclosure requirements varying by jurisdiction – Synq’s got you covered. You’ve got all of the above, plus you’re changing your menu, rolling out a complete new pricing structure and you want it changed out overnight – BRING IT ON!

We are also champions of Local Marketing, and we will help you take it from the concept hatched at your agency or in your board room to a completely integrated campaign at your locations. Let us work with you to apply the best practices that can only come from someone focused on this market. At Synq, we eat, breathe and sleep this stuff.

That is why in 2009 we were able to add 7 new major QSR, retail and fast casual brands representing over 12,000 individual locations to our already impressive list of customers. We are extremely flattered and humbled by the trust they have shown in us, and we will serve them with the same dedication as we do all of the 50,000 plus locations we currently serve.

In 2010 we will continue to be your industry partner, focusing on the issues that matter most to you. Beyond print, fulfillment and technology, we will focus on innovative solutions for the QSR, fast casual and retail markets that make your job easier, save time and reduce costs.

Here’s to a great 2010.

Mike

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NRF Show 2010

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By: Doug Fergusson
January 26, 2010 | No Comments

I was fortunate to attend the National Retail Federation Expo in New York on January 11-12. I had not attended for a number of years so it was quite fascinating to see what has changed and what has stayed the same.

On the surface, the show continues to be a retail technology showcase; however software, not hardware, has become the centerpiece of the show. I was surprised to see that some of the same business problems that challenged retailers 20 years ago (POS automation, supply-chain management, etc.) are still a focal point of many of the solution providers. There was one clear emerging trend that appeared throughout the conference – retail is changing from being supply-chain driven to consumer focused.

Over the last 20 – 30 years, most retailers’ investment in technology and management attention has been focused on supply-chain optimization. I don’t think anyone was suggesting that this was wrong; after all, getting the right goods, to the right place, and the right time is essential to good retailing. It’s just that a lot of people are now saying the game has changed.

Consumer-centric retailing focuses first on the customer experience and then builds everything from that starting point – product/menu offering, retail environment, marketing, customer service, etc. Some think that changing this focus is necessary to respond to what is believed to be a fundamental shift in consumer motivation. The idea that many consumers, particularly active social media participants, are driven to retail more for the experience and less to buy “stuff” is very significant.

I can’t say that I have fully digested this concept and what it might mean to retail. However, it does raise some interesting ideas, some of which were mentioned at the show:

  • Localization – Stores that are merchandised (product, price, signage) uniquely to reflect local consumer tastes and interests
  • Pop-up retail – Portable “stores” that can be moved by truck throughout the day
  • Temporary stores – Stores set up for short periods (days or weeks) in response to local market events
  • Theatric spaces – Stores that have been designed as “must see” destinations with extreme art and architecture
  • Dynamic environments – Retail spaces that change frequently (weekly, daily or even throughout the day) through the use of lighting and changeable graphics to create a dynamic customer experience.
  • Fast fashion – New fashion delivered to stores within two weeks of concept

These trends point to a need for agility and speed in your marketing processes; I think these topics are worthy of future blogs posts. Let me know if you agree; send me your comments to blog@synqsolutions.com, and I’ll post them.

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Local Marketing – Execution

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By: Doug Fergusson
January 19, 2010 | 1 Comment

This is the final post in my Local Marketing series. I’d like to wrap things up with a few words on Execution.

In practice, I have found that many retailers and QSRs have struggled with their Local Marketing efforts because they lack the technology and workflow approach that brings together all the components needed for a successful program. These components include:

• A technology platform that is accessible to local managers and franchisees
• A process that allows field personnel to quickly and easily order store-specific marketing elements
• Marketing elements that are designed in a modular fashion and can be customized
• A print production and fulfillment provider that has a cost-effective, efficient workflow
• A funding model that takes the burden off field personnel
• Users that are educated on how and when to use local marketing tools

If any of these execution components are missing, the program’s effectiveness will be impacted. I have watched a number of well-intentioned retailers and QSRs spend a lot of time and money putting some, but not all, of the pieces in place only to find that their efforts have yielded few results. If the program is not adopted by store managers, franchisees or field marketers because the delivery system is difficult to use or doesn’t address their needs, it’s a failure of the program execution rather than a failure of Local Marketing.

Remember, an effective implementation requires planning, the right tools and an ongoing commitment to a marketing process.

Local Marketing is such an exciting topic, and I encourage you to continue the conversation. Send me your questions or comments to blog@synqsolutions.com, and I’ll post them.

Good luck with your next Local Marketing campaign!

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Will You be Lunching with Kim Kardashian?

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By: Simon Meachin
January 12, 2010 | No Comments

The wildly successful Carl’s Jr. TV commercial featuring Kim Kardashian has led to an opportunity to “lunch” with the reality star on January 13 at noon PST. Unfortunately, I already have lunch plans, but I’m eager to know how it goes. Email us with your experience at blog@synqsolutions.com.

Join the lunch on Facebook: http://www.facebook.com/carlsjr

Read more about the event: http://www.qsrmagazine.com/articles/news/story.phtml?id=9976

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Local Marketing – Media

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By: Doug Fergusson
January 7, 2010 | No Comments

Once you’ve determined your goals, messaging and audience, you’ll want to consider how to deliver your Local Marketing to consumers. I use the term Media to broadly describe message delivery tools.

I like to divide media into two groups: (1) Off-premise and (2) On-premise. Off-premise media includes any form of message delivery that is not at the store or restaurant, such as: TV and radio ads; billboards; off-premise signage, such as bus stops; direct mail and email; text messaging; free-standing inserts (FSIs); and door hangers. On-premise media includes: window clings, menu boards, pole signs, roof banners, marquis signs, register toppers, counter mats, table-tents, flyers, brochures, bag stuffers, and any other means of displaying a message in-store.

Any of these media options can be used for national promotions (i.e. the same message everywhere), but not all are effective or practical for Local Marketing. Consider first and foremost your desired level of segmentation. For example, TV and radio ad campaigns developed for a specific market might be feasible for very large cities, but unlikely to be considered for a single store. Any of the on-premise media and some of the off-premise options like direct mail are effective for highly targeted messaging, but be sure you have the right building blocks in place to execute them:

  • Location profile data
  • A means to manage and leverage the data
  • Messaging and graphic strategy designed for Local Marketing
  • Print and fulfillment process that is capable of delivering individualized messages in the desired media form quickly and efficiently

If you don’t have all of these in place, you might want to investigate your options.

Matching the right media to the targeted audience and message can have a significant impact on the effectiveness of the campaign. For example, a table-tent might be an effective way of promoting return visits to a QSR, but is unlikely to have much effect on the size of the order of customers walking into a store. The more media options you have that are “local marketing enabled” the more likely you can deploy successful Local Marketing campaigns. Finding partners with the widest range of capabilities in an integrated delivery system can go a long way towards meeting this need.

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