| Krystal re-launched the Freeze this week just in time for summer. Our Print Solutions Group enjoyed collaborating with Krystal’s agency of record, The Johnson Group, to produce bold POP that showcases their frozen drink with 8 fun flavors. Krystal approached The Johnson Group and Synq Solutions to create a campaign beyond traditional window clings or presell menu boards.
Two prototypes were produced and tested: |
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| A colorful die cut shroud in the shape of a Krystal Freeze covered drive-thru presell boards. Customers entering the drive-thru can’t help but notice the large bright Freeze. The Freeze Flavor Finder stands 4 feet tall and asks in-store customers to spin a brightly-colored wheel to find their Freeze flavor. |
| We tested the items’ influence on buying behaviors for one week in participating stores in Atlanta and Chattanooga. The results were immediately positive; these locations experienced a notable sales bump. After testing, we produced the items for participating Krystal locations across the system.
It was a pleasure to collaborate with The Johnson Group on such a successful effort. Have you seen the new Freeze campaign? What’s your favorite flavor? |
Posts Tagged ‘in-store marketing’
A Bold Take on Krystal Freeze
QSR Magazine Article: The In-Store Strategy
Last week, QSR magazine featured an article titled The In-Store Strategy. It highlighted the importance of maintaining a restaurant’s point of purchase (POP) marketing regardless of economic challenges.
Many stores make the mistake of considering on-site marketing as a secondary focus, when in reality it should serve as a primary consideration. The author points out that in-store marketing tactics are the “last opportunity to influence a sale,” and that without it, product sales can rapidly decline.
The article also quoted a source and pointed out the importance of specific customization for each individual location—or as we refer to it: Local Marketing. As we’ve mentioned many times in past blog posts and videos, intelligent profiling and local marketing tactics can enable restaurants to speak to the local tastes and preferences of their unique clientele, while insuring that locations get materials they can actually use. Doing this correctly drives revenue, significantly reduces waste, and saves restaurants over 20% in costs.
Strategic placement of POP marketing coupled with thoughtful customization of messaging and materials catering to factors such as demographics, language, and local ordinances delivers a powerful punch—this article certainly validates this statement.
With our current focus on location profiling, this article was very timely. You can read it in its entirety here.
What are your thoughts on in-store POP marketing? Please feel free to share your experiences and feedback here in the comments.
Why Local Marketing?
It occurred to me that my previous posts on the subject of Local Marketing have been directed at the ‘what’ and ‘how’ of local marketing, but really didn’t address the ‘why.’ It is easy to assume that most people appreciate the value of local marketing; however, I think in reality many are far less certain.
Most local marketing activities are initiated by individual store managers or franchisees on trial and error basis to increase revenue during slow periods or increase loyalty with the local consumer. Their methods are often not ideal, and their means to measure results are limited; however, when they find something that works for them, they stick with it.
I see the rationale for local marketing falling into several distinct categories:
- Coverage: Some local marketing approaches provide an added medium for communicating with customers that aren’t covered by national campaigns (i.e. flyers handed out to local businesses or schools)
- Conditions: Local marketing provides a means to speak to specific market conditions (i.e. competitor is offering a special across the street, local high school makes the playoffs, etc.)
- Community: Local marketing enables store managers to customize the store experience to match the interest and tastes of local customers. (i.e. Spanish signage in heavily Hispanic areas, etc.)
While the first two reasons tend to be the primary drivers for campaigns, I am beginning to believe that the third may be the most important. Changing consumer interests, fed by social media trends, are leading buyers to expect a more personalized experience at the retail locations they frequent. These ‘New Consumers’ are favoring locations that have a buzz; how you create and maintain the buzz is the challenge.
In my next post, I will share ideas that I have collected about New Consumers. While much of this information offered by ‘experts’ is speculative, it does raise some interesting possibilities. And now, I’d love to hear from you—what are your thoughts on the ‘whys’ of local marketing?
If you liked this post, you may want to take a look at my commentary on Local Marketing – Setting Goals.
February is Local Marketing Month
This month, Synq is focusing on Local Marketing. We believe it’s a topic that is more relevant than ever. Given current economic conditions, local operators have expressed the urgent need to market directly to their customers’ unique preferences and react to local opportunities. If you’re wondering how Local Marketing can be leveraged for your business, be sure to read Doug Fergusson’s blog series on local marketing. He covers everything from “What is Local Marketing?” to how campaigns should be executed. Our guest blogger, marketing consultant and QSR magazine contributor, Roy Bergold, argues in his post that local marketing should be a part of every national marketing campaign. Later this month, we’ll be publishing a white paper on the tools needed for a successful Local Marketing campaign.
Here’s to a Great 2010
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
Local Marketing – Execution
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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