In this task I am going to be speaking about and explaining a successful promotional campaign. The campaign I will be speaking about is the ‘whopper sacrifice’. The whopper sacrifice is a Burger King advertising campaign on Facebook that promised a coupon for a free hamburger if participants deleted 10 people from their ‘friends’ lists on the social network. I would class a good advertising campaign as: it is aimed at the target audience and uses the most effective medium for them. It should raise the awareness of the business and also increase the public’s estimation of its importance.
The main message must be the most prominent one, the one that stays in your head. The main types of advertising media are as follows: television, printed (newspaper, magazines etc… ), press coverage, billboards, radio, in store, social media, emails and paid searches (i. e. paying google to advertise you on certain searches) I think burger king’s whopper sacrifice was a huge success: the Facebook application was installed nearly 60,000 times in a matter of days, nearly 20,000 Whopper coupons were sent out, and well over 200,000 Facebook friends were deleted.
Facebook members even created unofficial groups, offering to let other members add them as friends and then delete them for Whopper Sacrifice purposes. In an interview, Brian Gies, vice president for marketing for the fast-food chain; Burger-King, said Burger King intended to limit the promotion to 25,000 Whopper coupons. I think he did this because he doesn’t want to lose too many burgers for one, and also because that is a lot of people who have just put Burger King in their good books and this should lead to good word of mouth and should maximise sales at some point.
Why use Facebook for advertising a marketing campaign? Social media is everywhere. It certainly creates challenges but it also creates a great deal of opportunity for businesses that devote the time to creating social media plans and following them through. Here are a few of the reasons why businesses use social media platforms of some type: Total Reach: Few types of marketplaces offers the total reach that social media does to burger King. Stats require constant upgrading, but Facebook claims to have over 500 million active users, twitter has over 75 million accounts and LinkedIn near 80 million members.
And it’s not just kids: Facebook users have an average age of 38. Establishing Expertise: Blatant advertising doesn’t work in many social media platforms especially not from pitches instead of discussions but by posing questions, publishing useful content, and answering others’ questions, you can develop a following and burger king have done something similar to this, created a ‘group’ Niche Markets: Reach people in a space where they’re already comfortable and spending their time.
By choosing the right platforms and groups, you can invest your time in developing relationships with exactly the right markets, such as Facebook groups who all like American cuisine or something similar. Free Exposure: While there are some intriguing advert buy options with Facebook depending on your goal and industry, traditional social media exposure carries zero cost. Creating a great presence requires a lot of time and effort, but it’s something you can do without any out-of-pocket costs. Loved by Search Engines: If all of the above weren’t enough, the search engines love many social media platforms.
By building an effective presence on Facebook, LinkedIn, or twitter, you can use these profiles to help optimize your main website, even if it not the website you’re trying to promote. If Burger King didn’t pick social media as their primary type of promotion, they could have picked something like television adverts. People who see television adverts are watching TV, people who can actually be bothered to go on Facebook to check this out are probably not watching TV, so this might not work out.
Although, some people will go on Facebook even though their favourite program is just about to come back on whilst the adverts finish up, they would go on Facebook and go through with burger king’s promotion, but I just think it would be a lot more convenient as a potential customer to just be reminded next time they’re surfing on the FB. Overall I think that burger king was right to use social media as their media choice in this successful promotional campaign. I think this because of the reasons and all of the advantages that I have spoken about above.
These are not, though, the only reasons, there are many more such as ANYBODY out of 500 Million people are open to this campaign and I just think that overall, no other media type could have resulted in success in this particular campaign as much as web based/social media could have. Factors which companies must consider when deciding on which type of media to use for a promotional campaign: Coverage: Otherwise called reach, expressed as a percentage, reach is the number of individuals (or homes) to expose the product to through media scheduled over a period of time… you need to consider this when choosing a type of media because if you are a large business like Apple then you will be aiming for a large coverage, yet if you’re taste of Lahore, then you may not be aiming for huge coverage, you may not even want television ads, because when you’re a small business all you need to do is make sure your customer base is susceptible to seeing your promotional campaign and this number of people could be as small as 1000 people.
Taste of Lahore only need to make posters on their windows, signs on their delivery vehicles and menus to promote really. Cost: companies also need to be considering how much it is going to cost to be able to do certain things as a method of promotion. They all have different prices and some are hugely expensive whereas some are rather affordable for a sole trader. Depending on how much you have in your budget, you will be limited to certain types of media Target Market: target market is also a large factor for businesses that are picking a medium for their promotional campaign.
They need to decide which media is going to be the best to reach the target market that they have… Many business people are convinced that by casting a big net, they’ll catch more fish (customers). But the audiences — especially when using television, radio, newspapers and outdoor, are so large and diverse that your message rarely stands out. And when it does stand out, it’s often for the wrong reasons, so it is very important to know who you want to see it, and then tailor it to them.
Focus of Appeal: for some businesses they are technically revolving around a certain one of our senses, such as McDonalds revolving around our sense of taste. McDonalds craft their adverts carefully to focus their appeal to our tongues… this is what you have to do in a lot of businesses. Some businesses like Marks and Spencer use radio adverts to appeal to your sense of taste through your sense of sound.