Recently McDonald’s Singapore launched the Nasi Lemak Burger and it was sold out within 2 weeks. Don’t you wish all your products and services are in such high demand that it simply flies off your shelves? Here are 6 things that McDonald’s did right and how you too can copy from the very best.
Listen to your mass audience
If there is one thing that is a constant theme throughout marketing, it is listening to your audience. Too many times we make too many unnecessary assumptions that results in sup-par results. Being a foodie nation, McDonald’s know Singaporeans love when our cravings get satisfied in a rendition of their burger, namely things like the Samurai Burger when the Japan craze was around, the Prosperity Burger only exclusively available during Chinese New Year, the Double McSpicy and Filet O Fish definitely based on the amount of these staples keep flying off the shelves islandwide. The idea isn’t to figure out and creatively manufacture a trend, it is to leverage on what is already hip and happening. A few ways you can do so is from social media content, create constant content and see what does well, what is your average numbers and what piss people off. Once you have these 3 numbers you understand what provokes them, excites them and what you need to give them more value in.
McDonald’s love to tantalise our tastebuds and tease us visually but they do so without the usual reactions of people digging into their burger. This creates curiosity on how it taste rather than promising it to be the best thing since humans found out about bacon. Curiosity is your biggest ally in terms of marketing because it lowers the barrier of entry to try your products (thus giving you a high volume of customers) and indemnify you against bad experiences (people who complain that this product is not up to their standards typically get dismissed online). This allows you to safely test your offerings and see which is suitable for your target market.
Let results speak for itself
McDonald’s is a very pragmatic company, they only invest more money if something did well the previous time around, aka try things safely. This means they don’t go all in on a hunch. They let the results from an experiment tells them if it is worthwhile to put even more effort into it the next time it comes around. If they did a burger that was a flop, there maybe some outcry about it but they don’t bleed themselves dry going in on a risky investment.
Leverage on current trends
During the angry bird series,McDonald’s did the red topped burger. They also did the same for the minions fever with their rendition of banana ice cream. By leveraging on current trends, you get to bag in more consumers from 2 main areas, long term customers that wants something refreshing and also customers who are huge fans of those movie franchises they wants to ride the wave and taste, touch, feel, smell, see and own everything related to it. Both ways, you knocked it out of the park.
When you are as big as McDonald’s, sometimes you might get complacent. This happens because everyone’s work is the same old thing day in and day out. This makes your junior executives feel lethargic, your middle management aching for change and your senior management lazy. With a culture of sprucing things up once in a while, McDonald’s really know how to keep everyone excited and focused on the next big project, something companies of all sizes needs to do. As the saying goes- without a vision, the people perish.
Follow up with something else
Now that McDonald’s is getting all the limelight attention, many would simply sit back and bask in the sun. Not McDonald’s. They used the spotlight to their advantage by pushing out yet another of their offerings, McSpicy with egg. Reinventing the wheel? Not really. Will it generate more cash revenue? I am certain it will.
Similarly for videos, you can leverage on these 6 tips to ensure that you gain brand loyalty and people are willing to keep trying the next thing you roll out, be it whether it is the next big thing or the next big flop.