Advertising and promotion strategy Essay

Since the inception of the caller-outs first outlet in Cleveland, Mississippi in the year 1987, pole Yard Burgers depended mostly on the word of mouth publicity to spread awareness and promote its inhabitancy cooked burgers. New outlets that opened in the subsequent years expanded non only the companys consumer base and revenue just now to a fault stressed the need for aggressive marketing strategy to sustain the increase cost of operations. Back Yard Burgers started advertising on the television in the year 1993.The initial advertising campaigns were titled the great burger wars that took a lagger at the competitors. In June 1994 the company launched a series of campaigns that featured Dennis R. Phillipi, a popular comedian in Memphis who soon became famous as Dennis the Back Yard Burgers Guy. The commercials projected the burgers as bigger, tastier, and healthier than those offered by the competitors overdue to its grilled cooking method that melted most of the fat. The adv ertising campaigns were powerful in increasing sales and raising the revenue by 10 to 15%.Launch of new harvest-tides and subsequent commercials on the television featuring Dennis Phillipi was an effectual strategy. The company mapd the audio of these commercials in radio advertising that was cheaper. In addition the company also used direct mail advertising. The company collects 1% of taxable sales from each franchisee and company-operated restaurants that goes to the discipline advertising fund. 50% of this fund is utilized for marketing promos through various channels equal radio, television, and print media.The rest 50% is used for market research, new harvesting testing, and development, improvising on the operational front. The companys marketing director monitors product launch and new restaurant opening promotions and marketing managers with a well-trained staff. The attention works in collaboration with the franchisees towards advertising and promotion of its restau rants. The advertising pay earned by the company increased from $314,000 in July 1, 2006 period to $318,000 in June 30, 2007 period.The $4000 increase over the earlier period is accounted to the 1% of sales that goes to the national advertising fund as per company policies. The company also put down an increase in the advertising expense from $668,000 in the July 1, 2006 to $814,000 in June 30, 2007 that attributes to slightly 5% of the net restaurant sales on advertising in the past year. (see annexure for the comparative income statements). The company has been stressing on the advertising and promotion strategy but it has not been very effective. There are some primary(prenominal) exhibits that tummy be highlighted in this respect. The company has not been able to build send loyalty and brand awareness in spite of impregnable quality products and effective marketing strategy. This could be attributed to low brand visibility. This grass be remedied with aggressive market campaigns that aim at the younger contemporaries since this is the biggest consumer segment for the card-playing food industry. Strategies that aim for deeper market penetration, fun logotype that people can relate to enjoyable food and moments are natural for brand positioning. Fun logo is a concept that the consumers can study with good times.The simple logo of McDonalds is easily identifiable and children and youngsters can spot it from a distance this is one of the best examples of effective brand positioning. The other concept that the Back Yard Burgers can adopt is the use of bright color-coding for their outlets and the signboards. A bright color scheme attracts the younger extension and gives it an inviting look. The uni spirtity in look and feel of the franchisee restaurants and the other company-operated restaurant is all-important(a) to make an easily identifiable picture in the consumer minds. In caterpillar tread a successful brand promotion campaign the esse ntial point is to identify the consumer segment. Who are the consumers and the target focus group for this chain of restaurants? The children and adolescents who form a major chunk of the consumer group typically favour the fast food industry. The working people segment is another segment that provide stop by for fast and filling food in their maculation hours. Fast service food is ideal meal for this segment.Campaigns attracting these two segments give create brand awareness and spell higher revenues for the company. Last but not the least the quality of food and service efficiency is the crux of the matter of the fast food industry. A good and satisfying meal leave alone defy the consumers returning for more. The satisfied and happy customer will not only promote brand loyalty but will have high recommendations regarding the food and service to their friends and families. This is the greatest form of publicity that a fast food outlet can expect.