wendy's presentation

Social Media Goes To Wendy’sCompany Digital Strategy

Mission Statement: “To deliver superior quality products and services for our customers and communities through leadership,

innovation and partnerships. Our vision is to be the quality leader in everything we do.”

Emily WeinsteinADV492- NMDL

AS10

Company Background

Dave Thomas, Founder of Wendy’s (November 15, 1969 - Columbus, OH)

Leader In Fast Food As of March 2010, Wendy's was the world's 3rd largest hamburger chain in terms of

locations 6,500 locations in U.S. and about 20 other countries and counting Competitors: (McDonald’s 31,000+ locations & Burger King’s 12,000+ locations)

Offers: made-to-order (square) burgers and fries, baked potatoes, ‘frostys,’ chicken sandwiches, chili, and salad.

Wendy’s: Goals & ChallengesProblems /Solutions

PROBLEMS:1. Struggle to achieve brand

differentiation in highly competitive fast food market

2. Smaller segment compared to competitors

3. Marketers are aware that the traditional 30 second advertisement does not have the same impact it used to

4. Cost of Raw Foods5. Continued Web Use Social Media

Outlets: Facebook,Twitter, Webpage's, YouTube Ads, Promotional Contests,Email Lists, TV Ads, Print Ads, Outside Ads, etc.

SOLUTIONS:1. New way to surpass competition

(McDonald, BK, Subway) 2. implement a more KID FRIENDLY

marketing scheme. Wendy’s needs a “happy meal!”

3. Product integration is therefore gaining ground as a key marketing strategy

4. Buy locally and support local farmers franchises.

5. Continue social media growth 6. implement a company blog which may

help personalize the Wendy’s brand. Staff members could write about their experiences working for the company or consumers could write about their favorite foods. Social media towards kids through Nickelodeon.

7. Work on improving SEO

Tackling The Marketing Problem With The Wendy’s Solution

50% of your business’ marketing is wasted, you just don’t know which 50%” - Craig Somerville & Llew Jury (Reload Media, 2010).

HOWEVER… WENDY’S IS AHEAD OF THE GAME: Wendy’s currently executes social media implementation strategies to market to consumers though an IDS ‘Integrated

Digital Strategy.’ Wendy’s EVEN has it’s own “REAL TIME” site!

(I.e., using social networking sites such as Facebook, YouTube, Twitter, Digg, etc.)

Wendy’s Is Already Using A Digital Marketing Strategy:• 4,702 followers on Twitter• 359,289 Fans on Facebook

Why Wendy’s Went Digital:

BEST new way to advertise Replacing traditional forms (ICM)

Inexpensive AND effective INFORMATIVE: up-to-date/“real time” Attracts varying target markets Brand management Outreach: corporate & personal to build relationships Keeps up with the latest advancements in technology:

US Executives named ‘Integration with other marketing activities’ their top priority when asked about digital web analytics (Source: Unica & eMedia)

The way consumers view a brand is transforming. “37% of consumers associate the #1 listing in Google as being the industry

leader.”(Source: iProspect) Users head online following offline marketing exposures:

After watching a program on TV, such as Extreme Makeover: Home Edition (where Wendy’s products are featured), or viewing an ad, “Googling it” is the most popular follow up action (Source: eMarketer)QuickTime™ and a

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Wendy’s Current Marketing Operations Through Social Media Sites:

Goal is to Generate buzz and get people virally involved by talking about: Current Promotional Menu Options:

Bacon & Blue, Bold Buffalo Wings, Honey BBQ Wings, Bacon Deluxe, Sweet & Spicy Asian Chicken

Promotions & Contests Examples:

YouTube Twitter

Commercials All put on YouTube & Franchise Websites

Wendy’s Digital Promotions & Contests

YouTube: Wendy’s Video Contest:

http://www.youtube.com/watch?v=egdD7rDkilU&feature=channel Final Four Tweet Contest Twitter Frosty competition Haiti Donation contest Coupons Uses “real time”

Wendy’s Current Ad CampaignMarketing Slogans/Concepts

Current Slogan: “You Know When It’s Real!” & “Fresh Never Frozen” Ad: http://www.youtube.com/watch?v=ptHgHgzIItU Trying to advertise health and quality in fast - food *Fresh Facts:

Bacon cooked fresh daily Slice tomatoes daily for freshness Burgers are made from fresh ground beef, not frozen patties Trucks make several deliveries per week to ensure freshness Fresh hand leafed iceberg lettuce is the only lettuce to touch burgers

fresh facts









Current 2010 Ad Campaign:

“You Know When It’s Real!”

What Does Wendy’s Need To Improve?

SO -- when “fast food” is googled, why does Wendy’s not come up? Lack of SEO or Search Engine Optimization for the brand

Essential for getting your web site noticed because with competition high, you need to understand how to use SEO for your self and your clients.

Company Blogs: employers, fans, etc. Advertising aimed towards KIDS!!

attract children to tap into a greater segmentation Add an I-pod/I-phone app, widgets!



Success of Wendy’s Strategy, Budgeting & The Future…

Measures of Success in Digital Marketing Strategy: Easy Access (to website, nutritional information, advertisements, promotions and contests) Use the web address to reinforce the message and measure effectiveness of ad/ Google Use

Make sure any slogans/taglines rank well in the search engines Upload pictures of billboards, videos, print ads and get them into Google Images/videos, etc. Capture users who searched in Google for variations of the brand Google Analytics Maximize AdWords and SEO

Able to work out which parts of your marketing mix are working by increasing your marketing ROI (rate of return) and tracking marketing activity

Budgeting: Social media is inexpensive, effective, and produces immediate active responses

Will lead to long term success Increase seasonally to promote new items Hire a social marketing team to evaluate

Depends on assessment of month sales by marketing/advertising team Use of promotional coupons Hire a social marketing

FUTURE: MAINTAIN new ways to Implement Branding Via:

Continue Menu Variation Continue BROADCASTING on Social Media Sites



THE END

New Media Drivers License℠ Course

2010

wendy's presentation

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