wendy's presentation

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Wendy's is a fast food establishment that has been franchised globally. Wendy's is also a great example for social media and marketing strategies used at it's finest! Take a look!

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  • * note: in solution -- many companies are doing part of it, but few do it completely.
  • wendy's presentation

    1. 1. Social Media Goes To Wendy’s Company Digital Strategy Mission Statement: “ To deliver superior quality products and services for our customers and communities through leadership, innovation and partnerships. Our vision is to be the quality leader in everything we do.” Emily Weinstein ADV492- NMDL AS10
    2. 2. Company Background <ul><li>Dave Thomas, Founder of Wendy’s </li></ul><ul><ul><li>(November 15, 1969 - Columbus, OH) </li></ul></ul><ul><li>Leader In Fast Food </li></ul><ul><ul><li>As of March 2010, Wendy's was the world's 3rd largest hamburger chain in terms of locations </li></ul></ul><ul><ul><li>6,500 locations in U.S. and about 20 other countries and counting </li></ul></ul><ul><ul><li>Competitors: (McDonald’s 31,000+ locations & Burger King’s 12,000+ locations) </li></ul></ul><ul><li>Offers: made-to-order (square) burgers and fries, baked potatoes, ‘frostys,’ chicken sandwiches, chili, and salad. </li></ul>
    3. 3. Wendy’s: Goals & Challenges Problems /Solutions <ul><li>PROBLEMS: </li></ul><ul><li>Struggle to achieve brand differentiation in highly competitive fast food market </li></ul><ul><li>Smaller segment compared to competitors </li></ul><ul><li>Marketers are aware that the traditional 30 second advertisement does not have the same impact it used to </li></ul><ul><li>Cost of Raw Foods </li></ul><ul><li>Continued Web Use Social Media Outlets: Facebook,Twitter, Webpage's, YouTube Ads, Promotional Contests,Email Lists, TV Ads, Print Ads, Outside Ads, etc. </li></ul><ul><li>SOLUTIONS: </li></ul><ul><li>New way to surpass competition (McDonald, BK, Subway) </li></ul><ul><li>implement a more KID FRIENDLY marketing scheme. Wendy’s needs a “happy meal!” </li></ul><ul><li>Product integration is therefore gaining ground as a key marketing strategy </li></ul><ul><li>Buy locally and support local farmers franchises. </li></ul><ul><li>Continue social media growth </li></ul><ul><li>implement a company blog which may help personalize the Wendy’s brand. Staff members could write about their experiences working for the company or consumers could write about their favorite foods. Social media towards kids through Nickelodeon. </li></ul><ul><li>Work on improving SEO </li></ul>
    4. 4. Tackling The Marketing Problem With The Wendy’s Solution <ul><li>50% of your business’ marketing is wasted, you just don’t know which 50%” - Craig Somerville & Llew Jury (Reload Media, 2010). </li></ul><ul><li>HOWEVER… WENDY’S IS AHEAD OF THE GAME: Wendy’s currently executes social media implementation strategies to market to consumers though an IDS ‘Integrated Digital Strategy.’ Wendy’s EVEN has it’s own “REAL TIME” site! </li></ul><ul><li>(I.e., using social networking sites such as Facebook, YouTube, Twitter, Digg, etc.) </li></ul><ul><li>Wendy’s Is Already Using A Digital Marketing Strategy: </li></ul><ul><li>4,702 followers on Twitter </li></ul><ul><li>359,289 Fans on Facebook </li></ul>
    5. 5. Why Wendy’s Went Digital: <ul><li>BEST new way to advertise </li></ul><ul><ul><li>Replacing traditional forms (ICM) </li></ul></ul><ul><li>Inexpensive AND effective </li></ul><ul><li>INFORMATIVE: up-to-date/“real time” </li></ul><ul><li>Attracts varying target markets </li></ul><ul><li>Brand management </li></ul><ul><li>Outreach: corporate & personal to build relationships </li></ul><ul><li>Keeps up with the latest advancements in technology: </li></ul><ul><ul><li>US Executives named ‘Integration with other marketing activities’ their top priority when asked about digital web analytics (Source: Unica & eMedia) </li></ul></ul><ul><ul><li>The way consumers view a brand is transforming. </li></ul></ul><ul><ul><ul><li>“ 37% of consumers associate the #1 listing in Google as being the industry leader.”(Source: iProspect) </li></ul></ul></ul><ul><ul><li>Users head online following offline marketing exposures: </li></ul></ul><ul><ul><ul><li>After watching a program on TV, such as Extreme Makeover: Home Edition (where Wendy’s products are featured), or viewing an ad, “Googling it” is the most popular follow up action (Source: eMarketer) </li></ul></ul></ul>
    6. 6. Wendy’s Current Marketing Operations Through Social Media Sites: <ul><li>Goal is to Generate buzz and get people virally involved by talking about: </li></ul><ul><ul><li>Current Promotional Menu Options: </li></ul></ul><ul><ul><ul><li>B a con & Blue, B o ld Buffalo Wings, H o ney BBQ Wings, B a con Deluxe, S w eet & Spicy Asian Chicken </li></ul></ul></ul><ul><ul><li>Promotions & Contests </li></ul></ul><ul><ul><ul><li>Examples: </li></ul></ul></ul><ul><ul><ul><ul><li>YouTube </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Twitter </li></ul></ul></ul></ul><ul><ul><li>Commercials </li></ul></ul><ul><ul><ul><li>All put on YouTube & Franchise Websites </li></ul></ul></ul>
    7. 7. Wendy’s Digital Promotions & Contests <ul><li>YouTube: </li></ul><ul><ul><li>Wendy’s Video Contest: http://www.youtube.com/watch?v=egdD7rDkilU&feature=channel </li></ul></ul><ul><li>Final Four Tweet Contest </li></ul><ul><li>Twitter Frosty competition </li></ul><ul><li>Haiti Donation contest </li></ul><ul><li>Coupons </li></ul><ul><li>Uses “real time” </li></ul>
    8. 8. Wendy’s Current Ad Campaign Marketing Slogans/Concepts <ul><li>Current Slogan: “You Know When It’s Real!” & “Fresh Never Frozen” </li></ul><ul><ul><li>Ad: http://www.youtube.com/watch?v=ptHgHgzIItU </li></ul></ul><ul><ul><li>Trying to advertise health and quality in fast - food </li></ul></ul><ul><ul><li>*Fresh Facts: </li></ul></ul><ul><ul><ul><li>Bacon cooked fresh daily </li></ul></ul></ul><ul><ul><ul><li>Slice tomatoes daily for freshness </li></ul></ul></ul><ul><ul><ul><li>Burgers are made from fresh ground beef, not frozen patties </li></ul></ul></ul><ul><ul><ul><li>Trucks make several deliveries per week to ensure freshness </li></ul></ul></ul><ul><ul><ul><li>Fresh hand leafed iceberg lettuce is the only lettuce to touch burgers </li></ul></ul></ul>fresh facts Current 2010 Ad Campaign: “ You Know When It’s Real!”
    9. 9. What Does Wendy’s Need To Improve? <ul><li>SO -- when “fast food” is googled, why does Wendy’s not come up? </li></ul><ul><ul><li>Lack of SEO or Search Engine Optimization for the brand </li></ul></ul><ul><ul><ul><li>Essential for getting your web site noticed because with competition high, you need to understand how to use SEO for your self and your clients. </li></ul></ul></ul><ul><li>Company Blogs: employers, fans, etc. </li></ul><ul><li>Advertising aimed towards KIDS!! </li></ul><ul><ul><li>attract children to tap into a greater segmentation </li></ul></ul><ul><li>Add an I-pod/I-phone app, widgets! </li></ul>
    10. 10. Success of Wendy’s Strategy, Budgeting & The Future… <ul><li>Measures of Success in Digital Marketing Strategy: </li></ul><ul><ul><li>Easy Access (to website, nutritional information, advertisements, promotions and contests) </li></ul></ul><ul><ul><li>Use the web address to reinforce the message and measure effectiveness of ad/ Google Use </li></ul></ul><ul><ul><ul><li>Make sure any slogans/taglines rank well in the search engines </li></ul></ul></ul><ul><ul><ul><li>Upload pictures of billboards, videos, print ads and get them into Google Images/videos, etc. </li></ul></ul></ul><ul><ul><ul><li>Capture users who searched in Google for variations of the brand </li></ul></ul></ul><ul><ul><ul><li>Google Analytics </li></ul></ul></ul><ul><ul><ul><li>Maximize AdWords and SEO </li></ul></ul></ul><ul><ul><li>Able to work out which parts of your marketing mix are working by increasing your marketing ROI (rate of return) and tracking marketing activity </li></ul></ul><ul><li>Budgeting: </li></ul><ul><ul><li>Social media is inexpensive, effective, and produces immediate active responses </li></ul></ul><ul><ul><ul><li>Will lead to long term success </li></ul></ul></ul><ul><ul><ul><li>Increase seasonally to promote new items </li></ul></ul></ul><ul><ul><ul><li>Hire a social marketing team to evaluate </li></ul></ul></ul><ul><ul><li>Depends on assessment of month sales by marketing/advertising team </li></ul></ul><ul><ul><li>Use of promotional coupons </li></ul></ul><ul><ul><li>Hire a social marketing </li></ul></ul><ul><li>FUTURE: </li></ul><ul><ul><li>MAINTAIN new ways to Implement Branding Via: </li></ul></ul><ul><ul><ul><li>Continue Menu Variation </li></ul></ul></ul><ul><ul><ul><li>Continue BROADCASTING on Social Media Sites </li></ul></ul></ul>
    11. 11. THE END New Media Drivers License ℠ Course 2010

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