The company I selected for this post is my personal favorite fast-food restaurant, Wendys. People are always giving Wendy's feedback on their food and services, especially on Twitter. If anyone has it down when it comes to marketing on social media, it would be Wendy's. This is the main reason I chose to write about them in specific as I feel they're always interacting with their customers and taking in feedback.
Wendy's value proposition is "Quality is our Recipe". Furthermore, they guarantee that despite being a fast-food chain, you're still receiving food that is of higher quality than most, if not all, of their competitors. From my personal experience, I do believe that Wendy's does indeed have higher quality food when compared to places such as Mcdonald's and Burger King which I would say are their biggest competitors in the space.
Wendy's social media accounts are always filled with mixed opinions on their products, but more often than not people are saying positive things about their choices as a brand. For example, they had come out with new Peppermint and Strawberry flavors for their famous "Frosty" (Ice cream) which wasn't received the best by many. For this reason, they ended up going back to the original flavors of just Chocolate and Vanilla. The comment below is one of many people saying similar things, thanking them for going back to the original flavors.
People are also expressing their opinions on how much better Wendy's version of specific items are when compared to their competitors. One comment I found was comparing Burger King's Italian Chicken Sandwich to Wendy's version, going on to say:
Obviously, Wendy's is using their social media accounts, such as on Twitter, to garner attention for new products they release and it appears to work pretty well for them. What makes them so unique is the way they go about this marketing and promotion. Most of their posts aren't telling you what kind of deals they have or how much money you could save going to Wendy's- rather, their posts are more lighthearted and comedic where they take the time to crack jokes and make simple posts about new items. Because of this, it gives the company its own personality which people absolutely love! This strategy makes it so the consumer is made aware of new items at their locations without being bombarded with "commercial" related content. I feel like this strategy is becoming more and more popular and Wendy's is a prime example of how it's done correctly. Having a social media account geared more towards interactions with customers is in my opinion a much smarter way of going about promotion when compared to traditional posts which were just commercial advertisements that most people would simply skip over. Social media promotion is meant to be done differently than other forms of marketing and companies are starting to catch on to these new strategies, with Wendy's being at the forefront.
Wendy's is always responding to people who take the time to comment on their posts which makes people interact with their content even more. As pictured above in the first comment, most of the time they respond jokingly to people who comment under their posts complaining about an experience or one of their items. I love the fact that they do this and I think it's great for their exposure, but I would add in a bit more serious responses if it were up to me. Don't get me wrong I love that they joke with the people in their comments and I think they should continue to do so as it reinforces their social media "personality", but I do think they should try to include more serious responses here and there. Most of the comments that they reply to are from people who are purposefully trying to get a response out of them rather than people who are having real issues. I would attempt to have a better balance in the future in order to keep everyone happy.
My main takeaway after looking more into Wendy's social media marketing is how different these strategies are when compared to other forms of marketing such as advertising. In order to succeed on social media you have to be personable and interactive rather than just throwing advertisements at people.
Comments
Post a Comment