Every hamburger lover has heard of California’s In-N-Out burger. Its greasy, delicious legend has managed to traverse land, sea and air—has traveled thousands of miles—to reach the salivating mouths of consumers from San Francisco to New York City.
And while I’ll admit they make a pretty decent burger, and have withstood the test of time—In-N-Out has been in business since 1948—it’s not the restaurant’s meat that interests me so much as it is In-N-Out’s marketing strategy. And it’s one that restaurants everywhere should be paying attention to.
What makes In-N-Out so great is that it has a secret menu, which only exists online. And while the secret has gotten out at this point, and is in fact now referred to as the Not-So-Secret menu, the concept is simple: it is a brilliant marketing gimmick that drives users to the website, and from the website to the food company’s store.
I had the wonderful opportunity to spend last week in Verona, N.Y., at the NY Tech Summit—a two-day business-to-business exhibition and educational technology conference hosted by CXtec and Teracai. In addition to great networking events, top-notch exhibits by companies like Dell, Plantronics and Schneider Electric, and bleeding-edge classroom sessions, there was also a riveting keynote presentation by Travelocity Founder Terry Jones.
As the Founder of Travelocity and Founding Chairman of Kayak.com, Terry knows a thing or two about innovation. That’s because Terry has a wealth of experience to pull from—from his time at American Airlines as a Director of Product Development to his 24 years at Sabre heading up the computer services, applications and product development sections to leading Travelocity since its inception in May of 2012.
Have you ever been on the Web and seen an article that really appeals to your interests, only to find that it’s an advertisement? All of a sudden that really funny, interesting, insightful article you couldn’t wait to explore is stripped bare, exposing its true identity: A fallacious marketing ploy to gain your attention. This type of scheme – called an “advertorial” – can feed a customer’s distrust in a company rather than destroy it. And that’s exactly where native advertising comes into the picture.
Yesterday, TMC CEO Rich Tehrani and I had the pleasure of spending our afternoon with marketing directors, CMOs, social media managers and a group of dedicated content producers for a Content Boost webinar titled “9 out of 10 Companies Leverage Content Marketing. Be in the 10% who do it Right.” If you were able to take the time out of your busy work day to listen in, we sincerely hope it was worth the pause from your normal work flow! And if you missed us yesterday we wanted to give you a quick recap of what we covered.
Thursday’s webinar pulled back the curtain on the new marketing landscape that is content marketing. We started with the basics, enlightening everyone about what exactly content marketing is—a comprehensive marketing strategy that involves creating and sharing relevant, customized, insightful copy, with the end goal of helping a company bolster brand awareness and drive profitability.
Before there was Facebook, Twitter or Instagram, fashion fanatics had to score a ticket to Fashion Week and sneak behind the forbidden curtains in hopes of getting a glimpse of their favorite designers. Today, however, is a different story. From Burberry to Micheal Kors to Bergdorfs, retail companies are giving customers an all-access pass into the world of design. And let me tell you, it’s even more fabulous than you imagined!
When the commanding forces of social and mobile combined – widely known as the “social revolution” – companies were pushed to accelerate content marketing strategies to further engage existing customers, to pique the interest of those uninterested and to keep their brand at the forefront of as many churning minds as possible.
Having said that, we’ve read countless articles jam-packed with pieces of advice about how Twitter, Facebook, LinkedIn, Pinterest and Instagram can help secure leads, increase traffic and establish companies as thought leaders in their respective spaces. I don’t know about you, but it’s all beginning to morph into one giant, redundant social marketing entity. Where’s the splash of uniqueness that keeps these words of wisdom fresh? That’s exactly what sparked the light bulb above my head when I caught wind of a new tool, Foursquare Time Machine.