May
05

#twEATfor1k – Wendy’s Marketing Genius

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Once in a while, I run across a marketing gem that is worth sharing with my entrepreneurial network. Today, I found one such gem:

Wendy's latest marketing gem

Now, I’m not a terribly big fan of Wendy’s, but I think it stands to reason that we entrepreneurial types should learn what we can from companies that have pockets deep enough to pull this stuff off.

The beauty is in the campaign’s simplicity. No stupid gimmicks, no ambiguous messages, no awkward attempts at humor… just a company harnessing the power of social media to build consumer interest in a product that might otherwise go unnoticed.

Because the campaign is fall-off-a-log simple, you don’t have to dig too deeply to find the elements that make it a marketing masterpiece:

1) It clearly displays the product Wendy’s wants to promote. If you want to enter the contest, there’s no question about what you’re supposed to buy. (“Supposed to,” not “obligated to.” I’ll get to that in a minute.)

2) It clearly states (and reiterates) a strong call to action. Take a look at the red box at the top of the graphic… “#twEATfor1k” is a call to action all by itself. Anyone who knows what a hashtag is knows what to do. And since flatbread grilled chicken sandwiches appeal to younger, carb-conscious consumers who are most likely mobile web users, “anyone” pretty much means Wendy’s entire target market for this product.

In case the top graphic doesn’t make things clear, though, Wendy’s provides succinct instructions that include a second call to action: “TWEET the picture @Wendys using #twEATfor1k.”

3) It offers an incentive that is of value to pretty much anyone who hasn’t been featured in Forbes. You’re heading out on your lunch break, and you remember that if you get a flatbread grilled chicken sandwich from Wendy’s and tweet a picture of it, you might win $1,000. Does that influence your lunch decision? It would certainly influence mine.

4) It has a ridiculously high ROI. Advertising costs aside (since Wendy’s is going to spend a certain amount on advertising regardless of how it markets), the company is paying $1,000 per day in contest rewards. How many flatbread sandwiches do you think Wendy’s will sell every day thanks to this campaign? A lot more than $1,000 worth.

Of course, the main takeaway from this is that people are going to go try the sandwiches so they can enter the contest. Not that they have to. Legally, a company can’t make a product purchase a contest requirement. So Wendy’s buried the obligatory “no purchase required” text “below the fold” (read: where most people who aren’t marketers won’t look for it):

Wendys2

Now, of course, most of us don’t have the enormous marketing budgets to pull something like this off on such a massive scale. As an entrepreneur, though, you can take the simplicity of Wendy’s campaign and apply it to your own marketing mindset. How can you hone your message, strengthen your calls to action, and provide greater value to your own potential customers?

(Just to clarify, I have no financial interest in Wendy’s International. I don’t even eat the stuff. I simply have an inclination to pick apart marketing media, and found this particular campaign to be exceptionally solid.)

Categories : Marketing Strategy

1 Comments

1

How true. This really does influence where I will eat!!!

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