Lesson #5: Effective Marketing Makes All The Difference
Lesson #5: Effective Marketing Makes All The Difference
First and foremost, Kroc decided to focus on marketing at the local level. It was by thinking big, but acting small that Kroc was able to expand the chain into a global powerhouse. In the eyes of Kroc, each McDonald’s that he helped erect was a local business and also part of a local community. Thus, each franchise had to be marketed and tailored to its unique needs and those of its surroundings.
In order to do this effectively, Kroc focused on marketing within the four walls of each unique store. By insisting that his franchise operators lived in the communities where they worked, Kroc was ensuring that they would be better equipped to understand the unique dynamics of their locations. This principle of neighbourhood marketing became one of the keys to the entire system.
Much like Kroc had encouraged suggestions from his staff in a bottom-up manner, he also recognized that marketing had to be executed in a bottom-up strategy. Kroc understood that it was in each unique neighbourhood franchise that the retail war would be won or lost. Thus, while each McDonald’s outlet kept the basic standards in terms of “QSC” (quality, service and cleanliness), marketing needs were tailored to each.
Kroc devoted a large part of the McDonald’s budget towards hiring regional advertising agencies. He believed having these local representatives who could work “on the ground” would help ensure that even as the company’s national stature and spending continued to grow, it could retain its overall localized system. These field executives would organize grand openings, birthday clubs and also help initiate a wide range of community programs.
Community involvement was extremely important from Kroc’s point of view, but not simply for altruistic purposes. Kroc was an astute businessman who understood that community involvement was a key part of an effective marketing strategy. Contributing to the local neighbourhoods in which McDonald’s restaurants were located would improve public attitudes towards the expanding chain.
This tradition of giving back that Kroc initiated so many years ago remains an integral part of the McDonald’s corporate philosophy. From Hurricane Katrina and the Tsunami in South East Asia, to the Florida Hurricane and Camp Mickey D’s in San Antonio, Texas, McDonald’s continues to build its community presence.
As the company carries on its expansion process today, it is increasingly embracing new forms of marketing and promotion. From celebrity endorsements to sports alliances, McDonald’s is making strategic moves into the worlds of music, fashion, sports and entertainment. And, while it undoubtedly has a national marketing presence, McDonald’s has not lost sight of Kroc’s original goals of creating predictable but unique restaurants, custom tailored to each individual neighbourhood.
Lesson 5 Effective Marketing Makes All The Difference
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“We're not in the hamburger business,” said Kroc. “We're in show business.” Kroc understood that it was all in the message; the success of McDonald’s was going to be based on how the company was perceived by the public. Thus, Kroc spent much time and effort developing an effective marketing plan.
First and foremost, Kroc decided to focus on marketing at the local level. It was by thinking big, but acting small that Kroc was able to expand the chain into a global powerhouse. In the eyes of Kroc, each McDonald’s that he helped erect was a local business and also part of a local community. Thus, each franchise had to be marketed and tailored to its unique needs and those of its surroundings.
In order to do this effectively, Kroc focused on marketing within the four walls of each unique store. By insisting that his franchise operators lived in the communities where they worked, Kroc was ensuring that they would be better equipped to understand the unique dynamics of their locations. This principle of neighbourhood marketing became one of the keys to the entire system.
Much like Kroc had encouraged suggestions from his staff in a bottom-up manner, he also recognized that marketing had to be executed in a bottom-up strategy. Kroc understood that it was in each unique neighbourhood franchise that the retail war would be won or lost. Thus, while each McDonald’s outlet kept the basic standards in terms of “QSC” (quality, service and cleanliness), marketing needs were tailored to each.
Kroc devoted a large part of the McDonald’s budget towards hiring regional advertising agencies. He believed having these local representatives who could work “on the ground” would help ensure that even as the company’s national stature and spending continued to grow, it could retain its overall localized system. These field executives would organize grand openings, birthday clubs and also help initiate a wide range of community programs.
Community involvement was extremely important from Kroc’s point of view, but not simply for altruistic purposes. Kroc was an astute businessman who understood that community involvement was a key part of an effective marketing strategy. Contributing to the local neighbourhoods in which McDonald’s restaurants were located would improve public attitudes towards the expanding chain.
This tradition of giving back that Kroc initiated so many years ago remains an integral part of the McDonald’s corporate philosophy. From Hurricane Katrina and the Tsunami in South East Asia, to the Florida Hurricane and Camp Mickey D’s in San Antonio, Texas, McDonald’s continues to build its community presence.
As the company carries on its expansion process today, it is increasingly embracing new forms of marketing and promotion. From celebrity endorsements to sports alliances, McDonald’s is making strategic moves into the worlds of music, fashion, sports and entertainment. And, while it undoubtedly has a national marketing presence, McDonald’s has not lost sight of Kroc’s original goals of creating predictable but unique restaurants, custom tailored to each individual neighbourhood.
Lesson 5 Effective Marketing Makes All The Difference
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The quote was very enlightening - Ganesh
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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