5 Things small businesses can learn from McDonald’s
Small businesses can learn a lot from McDonald's marketing. The fast food giant has been successful in building one of the most recognisable and loved brands in the world. Recently in the UK, they launched a ‘genius’ TV ad (on the most depressing day of the year- blue Monday) that tells the story of a group of office workers whom all conspire to head to McDonald’s without uttering a single word to each other.
The ad doesn’t feature a single product, nor a restaurant- yet it is unrecognisably McDonalds. The use of red and yellow is peppered throughout, the raised eyebrows mimicking the golden arches, the window cleaners resembling Ronald Mcdonald, the upbeat music embuing that feeling of heading to Maccydees and a nod to 80’s culture.
It is a very clever piece of advertising that I’m sure will strengthen the brand and result in more sales. Whilst few businesses have the market size, share and spend of the fast food giant, small businesses can learn a lot from McDonald's marketing strategy.
Here are a few key takeaways (excuse the pun) that smaller businesses can learn from McDonald's:
Brand consistency: McDonald's has built a strong brand identity and is known for its iconic golden arches, recognisable packaging, colours and consistent menu offerings. Small businesses can learn that having a consistent brand image is essential for building strong brand recognition.
Adaptability: McDonald's has been successful in adapting to changing consumer preferences and trends, such as offering healthier menu options and introducing digital ordering platforms. Small businesses can learn that it's essential to listen to customers' wants and needs to remain relevant and competitive.
Customer Research: McDonald's has done an excellent job of customer research. The current TV ad was a response to ethnographic research which uncovered people subtly raise their eyebrows when eating their Mcdonald's (*now we are all raising our eyebrows *)
Effective Targeting: McDonald's has a deep understanding of its target audience and effectively targets its marketing efforts to reach the right people with the right message. Small businesses can learn that understanding their target audience and effectively targeting them with relevant campaigns will increase marketing effectiveness.
Creative Excellence: McDonald's has a history of innovative marketing campaigns, such as the current ‘Fancy a McDonalds? #Raiseyourarches campaign " and its "I'm Lovin' It" slogan. Small businesses can learn that being creative and innovative with their marketing can help them stand out from the competition.
Using these strategic levers will help small businesses to maximize their marketing efforts, create a strong brand and perhaps have some fun along the way.
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