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Meatlovers, Tuscani pasta, and breadsticks to go!

December 17, 2010 Leave a comment

I love pizza.  I am in grad school.  Obviously two statements that are not mutually exclusive.  I think pizza fell into my favorite food group during finals this year.  Regardless, there is one pizza chain that has continued to impress me through all my pizza eating semesters:  Pizza Hut.  But let me get one thing straight…I am in no way claiming Pizza Hut as my favorite slice – I’m just commenting on their ability to reduce my skepticism.  Now that we got that out of the way…

I’ve noticed over the years that PH seems to be the industry leader on offering new products.  They are always doing funky things to their crust  (I realize that sounds weird!) stuffing it with cheese, serving it perforated so it tears off from the rest of the pizza, turning it into a breadstick, etc.  They also offer pastas, wings, calzones, appetizers and desserts.  Additionally, they are the first chain to offer an iPhone app.  I’m sure the other pizza houses offer the same items, but it has always seemed to me that PH is the first to develop, launch, and market new products.  But as marketers, we know full well that an innovative product is not always the key to sales.  In the days of oversaturation, other components come into play such as ease of use and customer service.

This article is a prime example of how PH responds to the need for competitiveness by offering a digital ordering platform, and focusing on two demographics that are proving to be pizza lovers through and through:  http://adage.com/cmostrategy/article?article_id=143520

 

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Facebook – the ultimate distraction!

December 17, 2010 Leave a comment

My company recently published white papers (http://mashable.com/2010/10/28/facebook-activity-study/) regarding the anatomy of a Facebook post – detailing when and how users are most active. This information is extremely valuable as brands are now leveraging FB as an online tool to connect with consumers. The result of this 3 year long study shows that people typically peruse FB at 3pm on weekdays. And the busiest day for play is Wednesdays. It makes total sense since the work day lethargy hits most people like a mack truck after lunch.

So now that I’ll be working again – at a company that DOES RESEARCH on Facebook’s distraction schemes, I’ll be sure to avoid these peak times of wall posts, likes, comments, and friend requests 🙂

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Come and get it while it’s hot! Free brand awareness!

September 24, 2010 1 comment

The other day I was listening to the radio and, like a typical American consumer, focusing on eight things at once. A Dunkin’ Donuts commercial squawked in the background while I checked email, folded laundry, updated Twitter, etc. But then, I stopped in my tracks as I realized that what I was hearing was not an ad for Dunkin, but a commercial for Boar’s Head deli meats.

Why the confusion? As I multi-tasked, the only part of the commercial that registered in my overadvertised brain was the voiceover. I automatically linked the familiar audio to Dunkin, without realizing that the donut promoter also speaks for the Boar’s Head brand. (Joseph Sirola, the man behind the distinctive voice, also did several TV voiceovers for Wendy’s until 2003.)

This ‘revelation’ sent me into marketing mode and I wondered if this phenomenon happens to other radio listeners. A Boar’s Head spot with intention of making me drool over my next lunch option unintentionally caused me to crave a Dunkaccino and bagel. Or at least, I thought about. Brand awareness – check!

So what does this mean for the brands intertwined in this voiceover triangle? My conclusion is that the result is free brand recognition for the non-advertiser. DD piggybacks off of BH and vice versa. And while this example didn’t cause me to buy turkey or a donut, it definitely registered with me as a unique (and most likely unintentional) marketing flub of genius.

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