Advertising and promotion strategy Essay

Since the inception of the confederations first outlet in Cleveland, Mississippi in the year 1987, pole ace thousand Burgers depended mostly on the treatment of mouth publicity to spread sense and promote its home cooked burgers. New outlets that capable in the posterior years grow not only the caller-outs consumer base and revenue only when similarly stressed the need for aggressive merchandise strategy to sustain the increased cost of operations. Back Yard Burgers started denote on the television in the year 1993.The initial advertising passs were titled the great burger wars that took a punch at the competitors. In June 1994 the participation launched a series of campaigns that featured Dennis R. Phillipi, a popular comedian in Memphis who in short became famous as Dennis the Back Yard Burgers Guy. The commercials projected the burgers as bigger, tastier, and healthy than those offered by the competitors due to its grilled cookery method that melted most of the fat. The advertising campaigns were sound in increasing gross revenue and raising the revenue by 10 to 15%.Launch of new products and subsequent commercials on the television featuring Dennis Phillipi was an effective strategy. The partnership used the audio of these commercials in radio set advertising that was cheaper. In addition the confederacy also used direct get away advertising. The company collects 1% of taxable gross revenue from each franchisee and company-operated eating houses that goes to the national advertising fund. 50% of this fund is utilized for securities industrying promos by dint of various channels like radio, television, and fall guy media.The rest 50% is used for merchandise research, new product testing, and development, improvising on the operational front. The companys marketing film director monitors product launch and new restaurant opening advances and marketing managers with a well-trained staff. The cargon works in collaboration with t he franchisees towards advertising and promotion of its restaurants. The advertising fee realise by the company increased from $314,000 in July 1, 2006 period to $318,000 in June 30, 2007 period.The $4000 increase e veryplace the earlier period is accounted to the 1% of gross revenue that goes to the national advertising fund as per company policies. The company also record an increase in the advertising write off from $668,000 in the July 1, 2006 to $814,000 in June 30, 2007 that attributes to approximately 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 eventful points that elicit be highlighted in this respect. The company has not been able to create scar loyalty and ratmark sensory faculty in spite of good quality products and effective marketing strategy. This could be attribut ed to low brand visibility. This raise be remedied with aggressive market campaigns that m some other at the jr. multiplication since this is the biggest consumer share for the refrain nourishment industry. Strategies that aim for deeper market penetration, fun logo that deal outhouse relate to enjoyable fare and moments are innate for brand positioning. merriment logo is a concept that the consumers can equate 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 generation and gives it an inviting visit. The uniformity in look and feel of the franchisee restaurants and the other company-operated restaurant is essential to make an easily identifiable see to it in the consumer minds. In running a successful brand promotion campaign the essential point is to identify the consumer segment. Who are the consumers and the target focus group for this scope of restaurants? The children and adolescents who form a major musket ball of the consumer group typically favour the libertine nutriment industry. The working people segment is another segment that impart fracture by for degraded and filling food in their office hours. Fast helping food is ideal meal for this segment.Campaigns attracting these dickens segments will 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 fast food industry. A good and substantial meal will guide the consumers travel 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 superlativ e form of publicity that a fast food outlet can expect.