McDonald’s is one of the most widely recognised fast-food
restaurants in the world, with 36,899 restaurants situated across the globe (to
date). Founded in 1955, the company has gone on to experience insurmountable success,
and now generates revenues of more than $24 billion – making it the 90th
largest economy in the world.
McDonald’s has without doubt created one of the most successful
marketing campaigns of our time, having effectively marketed itself on a truly international scale.
Here we bring you some top marketing lessons that we can
learn from this incredibly successful brand:
Understand your Clientele
The more you understand your clientele, the easier it is to
reach out to them. McDonald’s has clearly demonstrated how well it knows its
clientele through its many advertisements, including the recent coffee advert
showing people from all walks of life enjoying a cup of McDonald’s coffee.
Another way that McDonald’s clearly understands its
clientele is by tailoring its menu to specific regions. For example, they offer
halloumi muffins in Cyprus, Greece and UAE, seafood burgers in Hong Kong and
spicy options in India, ensuring that all palates are appropriately catered for.
Maintain a Consistent Brand Image
Despite the fact that there are some 35,000 restaurants
worldwide, no matter which McDonald’s you enter, you can be guaranteed a
consistent experience (aside from the language differences). From the wrapper
around your burger to the spoon used in McFlurry’s, everything about McDonald’s
is completely consistent.
To replicate this, be sure to use consistent colours, styles and fonts throughout every aspect of your business. Never change your logo or strap line’s colour, size or style, and keep all copy in a consistent style.
Despite being one of the largest and longest-running brands
in the world, McDonald’s still manages to create innovative, clever and unique marketing
campaigns that haven’t been done by other companies. The McFlurry was the first
of its kind to be marketed and generated immense long-term success. Likewise, the
McDonald’s Monopoly promotion was so successful that the company now runs it
Play on your Strengths
Every business is unique, and a successful marketing
campaign plays on the specific strengths of a business. McDonald’s knows that
its strengths don’t lie in the quality of the food – they lie in areas such as
familiarity, value and convenience. As such, McDonald’s marketing campaigns
really play on this heavily, successfully appealing to millions of customers
every single day.
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