McDonald’s 20-Year Marketing Timeline

Posted on May 4, 2016 by bermanevansretail
McDonald’s is one of the leading advertisers in the world,  spending about $2.5 BILLION globally each year (with more than half of that amount in the United States). As such, it is very demanding.
According to Advertising Age:
“McDonald’s is now searching for one agency to handle its U.S. creative work, a major shift from relying on two agencies for the bulk of its national advertising. It is the latest marketing shakeup at the world’s largest restaurant chain, where pitches have evolved quite a bit since the 1960 jingle “Look For the Golden Arches” and the 1963 debut of Ronald McDonald (then played by Willard Scott). Here’s a quick look back at some big advertising changes at the Golden Arches over the past two decades.”
Click on the Advertising Age logo to view a 20-year timeline of McDonald’s major marketing moves.

 

Posted in Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer | Tagged , , , , , , , , , , | 2 Comments

The “Small Business Salute” from UPS

Posted on May 3, 2016 by bermanevansretail
Following in the footsteps of the annual Thanksgiving-themed “Small Business Saturday from American Express,” UPS initiated its own “Small Business Salute” in 2015.
According to Kate Maddux, writing for Advertising Age, this is the UPS plan for 2016:
“The UPS Store is turning National Small Business Week (May 1-7) into Small Business Month, with a monthlong campaign called “Small Biz Salute” that kicked off on Monday May 2, 2016. The campaign includes in-person events, a business-pitch contest, social media, and a partnership with Marcus Lemonis, host of the CNBC reality show ‘The Profit.'”
“‘Small business owners are a core part of our business, and we want to provide them with resources and tools to help them be successful,’ said Michelle Van Slyke, VP-marketing at The UPS Store. ‘Small Biz Salute’ is part of an overall rebranding effort The UPS Store launched in 2012 to target small business customers, under UPS’s campaign ‘United Problem Solvers.'”
“Ms. Van Slyke said the ‘Small Biz Salute’ campaign will focus on two areas: Networking and insights. ‘The more small businesses can network and be with other small businesses, the more they can be successful at growing their own businesses,’ Ms. Van Slyke said. The UPS Store is hosting four local, in-person events during May, in Minneapolis (May 4), Nashville (May 12), Houston (May 18) and Phoenix (May 24), at which Mr. Lemonis and other thought leaders will present keynote speeches and share insights about how to be successful at running a small business.”
Click the image to read more.


 

Posted in Career Useful Information, Careers in Retailing, Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 5: Managing a Retail Business, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer, Part 8: Putting It All Together | Tagged , , , , , , , , | 1 Comment

All Are Welcome Here

Posted on May 2, 2016 by bermanevansretail
The American Express OPEN Forum has produced a valuable video, All Are Welcome Here,  based on the acceptance of diversity:
“More than 10,000 small business owners around the country are sending a message. They want their communities to know that all customers are welcome to walk through their doors regardless of religion, country of origin, or immigration status. Amanda Ballantyne of the Main Street Alliance and Elana and Danny Schwartzman, the owners of the Common Roots Café in Minneapolis, tell us about the ‘All Are Welcome Here’ campaign.”

 
Here is the headline of a poster prepared by the Main Street Alliance.


 

Posted in Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 7: Communicating with the Customer, Retail Executive Interviews, Social Media and Retailing, Video Clips (non-career) | Tagged , , , , , , , , , | 1 Comment