If you think fast-food marketing remains unchanged till this day, think again.
People are not just hungry for dollar deals but the popular misconception of pumping in millions of dollars in advertising and then substituting a once quality product for a sub-standard one will not suffice under the watchful eyes of increasingly informed consumers.
Reverse results for sales promotion
The top comments for McDonald's Singapore $2 filet-o-fish burger promotion were largely negative to the extent that fans were comparing the classic burger to a similar burger from competitor Burger King.
The real issue is the way the way how communication has changed.
1) People will voice out their issues and they WILL be heard
Like it or not, your facebook fans are entitled to their own opinions. If they love or hate your product, they will be creative and they will be heard.
2) Your competitor will size you up and retaliate
The fast-food market is a highly competitive one in a saturated market, especially in Singapore where often both parents have to put work before family and food chains are more popular than independent cafes or restaurants.
Dollar deals are a quick way to gain market share for fast food companies. However, how does a fast-food chain create real value beyond price-hungry customers?
McDonald's copied Burger King's $2 fish burger promotion and retaliated poorly without addressing the issue - McDonald's filet-o-fish burger was notorious for having only half a slice of cheese instead of a full slice in the burger.
So how does one know how and when to respond to the competition? Should a brand respond quickly to another brand's smite or do something different from the competitor?
Our advice to McDonald's Singapore is not to copy blindly from the competitor and have a proper marketing and product strategy in place instead.
3) Be prepared
As a company, your brand must be prepared to address issues - unexpected or expected which comes in the form of feedback or social media responses.
The digital age is when most businesses will start to realise that they are unable to fool savvy consumers who research, compare and ask their peers before making their final purchase decision.
Consumers will start asking more and more questions. Are you prepared for it? How can your business be ready for a potential communication crisis on social media?
There are new tactics, new communication channels with brand new ways of responding and interacting with the consumer. It's time to change the age-old marketing techniques into effective social media marketing with a robust community management approach.
To find out more on how we can be beneficial to your brand's digital marketing needs, contact us.