Wednesday, July 20, 2016

Delicious Content: Do You Know it When You See it?

I'm not a fan of fast food, but I am a content carnivore. And in that regard, Taco Bell satisfies me.

Many have recognized the company's excellent marketing content. Although Yum! brands labeled social media as a "side project" in 2007, it's done a helluva job since then. In my opinion, it's excellent because the company -
  • Knows its demographic (audience/market)
  • Knows itself (strengths/weaknesses)  
  • Uses humor to make its case...
  • ...and delivers on what it promises

Don't Over-Indulge in Content

It's fast-food marketing, folks - not rocket science. And either way, there's such a thing as "too much." Taco Bell doesn't blog at length about how its recipes were developed based on extensive anthropologic research or get overly cute by making us guess which Aztec God ate chalupas.

Taco Bell gets the message just right. It's short. It's cute. And it works, on an emotional and a practical level.

Emotional Content: It's in the Bag

While Hallmark (and lately, gum) commercials aim for our tear ducts, Taco Bell's content hits us in the emotional funny bone.  Which works, because we love to laugh almost as much as we love to eat. We especially like to feel like we're "in" on an inside joke. Taco Bell delivers, from pithy puns on sauce packets to its Secret Menu.

What Can Your Small Business Marketing Plan Steal from the Bell? 

While my local taco place serves far better food than Taco Bell, it doesn't have a Yum Brands-size  budget. Here's where social media helps level the playing field:

Twitter feeds are free. Snapchat marketing works. And if your customers love you, they'll Like (and Love, LOL, sticker and Share) along with you on your Facebook Page. Or Instagram feed. Or...whatever tool comes next.

Figure out your business niche, highlight your strengths, deliver them with personality and humor (as appropriate), and one day your customers might blog about you, too. 

Don't Forget about Operations

Taco Bell's marketing campaigns are not the most elaborate or expensive in the fast-food world, and that's OK, because what the company does works. It's clear that what you see/hear/share about the brand is well-communicated inside, to its employees, as well. The company's online survey program is - like its marketing message - interactive and responsive while being short and to the point. 

If the commercials made laugh and the sauce packets said the most adorable things but the in-store experience stunk, the marketing would fall flat. 

I'm a bit of a stickler when it comes to customer service and operations. Small companies don't get to be big companies unless they have the training, systems, and operational follow-through to take care of their customers, consistently and well. 

So go on, create great content and share it with your prospects. Just don't expect them to become repeat customers unless you've got what it takes to make them happy. 


Need help making your content a little more palatable? I can help you dish up the right message, and make sure it serves your customers. I'll also test it (and test you) to be sure your message is operationally sound.  Ready?  Get in touch

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