1w ago
SBP 070: The Barber's Brief - May 9, 2024
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
We hope you enjoy the show!
Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ In the News
In the News
Meteoric Rise & Fall of Prime:
https://finance.yahoo.com/news/meteoric-rise-stunning-fall-prime-130900275.html
Adweek: Google Delays Cookie Deprication a Third Time
https://www.adweek.com/programmatic/google-delays-cookie-deprecation-for-the-third-time/
Why most launches fail to grow your brand?
https://www.linkedin.com/pulse/why-do-most-launches-fail-grow-your-brand-prof-dr-koen-pauwels-wwsfe/
lobal social media ad spend to approach £200bn in 2024
https://www.marketingweek.com/social-media-spend-200bn/
Marketing Moment: McDonald’s: A 15-Year Brand-Building Triumph
Background
In the early 2000s, McDonald’s faced significant challenges in the UK. Cultural outrage and negative perceptions threatened its very existence. However, the brand’s resilience and innovative approach helped them turn the tide.
The Crisis
Context: McDonald’s was once a beloved part of British life but had lost its luster.
Crisis: A series of events damaged brand perception, putting the business at risk.
Abuse claims - https://www.bbc.com/news/business-66231131
McDonald's runs out of milkshakes in England, Scotland and Wales - https://www.bbc.com/news/business-58315152
The Unique Approach
Emotional Brand-Building: McDonald’s focused on emotional connections rather than just transactions.
Target Audience: Instead of narrow segmentation, they aimed to reach the entire nation.
TV Advertising: TV remained their primary medium, allowing broad reach and emotional storytelling.
Results
Commercial Growth: Despite PR crises, market fragmentation, and Covid-19 disruption, McDonald’s thrived.
£4.7 Billion Net Revenue: Their brand-building efforts contributed significantly.
Case Study Gold: Recognized as the most effective restaurant brand case study by IPA.
References:
Mcdonald’s Marketing Strategy 2024: A Case Study: https://thebigmarketing.com/mcdonalds-marketing-strategy/
McDonald’s: Keeping customers Lovin It for 15 yearhttps://www.thinkbox.tv/case-studies/brand-films/mcdonalds-keeping-customers-lovin-it-for-15-years
Ad of the Week
Trucker Napp VW Meteor
Link: https://youtu.be/5RBayTVBUlQ?si=CxGSUuaH9nyJmErN
42% of auto accidents are related to lack of sleepIn Brazil, truck drivers suffer the highest # of fatal accidents while on the jobPressure to get deliveries to a location often forces them to not sleepVW & Livelo (Brazil's largest reward program) created the Trucker Napp appConnect smartwatch to the Trucker Napp app Earn points for sleepingBetter sleep quality = more pointsThe more points a company fleet earns, the more discount the company gets from VW
Timestamps
0:00 - Introduction
0:45 - In The News
0:50 - Prime Energy (The Rise and Fall)
5:40 - Google's Cookie Deprication Delayed. Again.
9:04 - Why Most Launches Fail to Grow Your Business
14:00 - Social Media Has Now Overtaken All Media Channels in Spend
17:00 - The Marketing Moment - McDonald’s: A 15-Year Brand-Building Triumph
23:00 - Audience Q/A
27:00 - Ad of the week