You Want Fries With That?

Thinking of marketing more as a process than an end result will give you deeper insight into this much misunderstood field of business. In fact, an easy although somewhat simplified model is the hamburger. So, for the purpose of illustration, please think of your favorite hamburger joint—whether it involves a crown, a clown, a cute girl with pigtails…or a local hot spot with some guys… just visualize.

One of the fundamental tenets of marketing’s first steps is to identify a specific market for your product and/or service and CONNECT to that market. Assuming that most of the population living in the United States regard the hamburger as a dietary staple once they are weaned from the bottle, I think we can safely say the market is broad demographically, but peaks in the 18-35 age range. Again, the “market” also includes “tweens,” middle and lower class families, families with hectic schedules, and the incomparable and self-proclaimed “fast food addicts” who start and end their days in somebody’s drive-thru.

Again, it’s pretty obvious how the major chains have “connected” with their markets: TV spots [mega dollars, here], some radio and print, and directly through their products which have become household names—Big Mac, Whopper, Happy Meal, Kid’s Meal, whatever the nomenclature, you get the message. In fact, not only to we “get” the message, we buy into that message over and over and over again. Why?

Because not only do the big chains identify and CONNECT with their markets, they CONTROL their markets through creative sub-marketing of toys, gifts, give-aways, and contests. These businesses also epitomize the ability to up-sell: “You want fries with that?” They’ve also learned that while consistency is good, variety helps add market share from more specific markets. For example: most successful fast food chains have substantially changed their menus to entice more “health conscious” consumers; adding broiled items, salads, lower calorie sides, and changing to zero trans fat oils. All of which information is targeted and marketed directly to the consumer.

The final element in this example? CONTINUITY. Most of us rarely pay attention to those big splashy TV advertisements anymore because after all, we’ve already become “attached”—some might venture to say “addicted”—to a particular favorite chain or local restaurant, right? Wrong. On any given evening we become a captive audience while visions of larger-than-life fast food delicacies are paraded in our midst in glorious, juicy, 1080p high-def color. Every night. Every week. Every year. Marketing does not stop when the product sells—it just shifts gears. Remember the process?

Identify, target, and CONNECT with your market to get the “buy-in.”

CONTROL your market with your product/service allowing for some evolution in design, delivery, or concept—pay attention to your market.

CONTINUE the process through direct contact with your market. Know who they are, what they think, anticipate what they need, don’t become complacent and assume that yours is the only “hamburger” in town.

Lastly, the FINAL step. In marketing, there is NO FINAL STEP. You repeat the process over and over and over for as long you have a product or service to market.

Know where I can get a good hamburger?

Market wisely…market well!

Debra D. Kujawa
President/CEO
Ki-neckted, LLC

Comments