Ah, it’s good to be the King. Or is it?
News that Burger King had a bad day on Wall Street got me thinking….What’s the relationship between marketing and Wall Street perfomance?
Crispin Porter + Bogusky have done a fabulous job with the creative side on the BK advertising. And not just the mass media ads. They have come up with some creative web memes and non-linear marketing that really has increased the TOMA for BK’s target demo.
The trouble is that there aren’t many of Burger King’s target demo working on Wall Street. “We make money the hard way…we visit Subservient Chicken” isn’t a slogan with the big brokers.
There’s a reason companies take out expensive-white-space-intense-full-page-ads in the Wall Street Journal that are full of corporate meaningless buzzwords….It’s to have TOMA with the movers and shakers on Wall Street.
“4th Quarter earnings down for InGenamon Corp, but I saw something in Tuesday’s WSJ that they’re preparing to create meaningful synergistic relationships with their core client base. I think earnings will rise for them. We’ll still recommend the buy.”
While BK’s marketing may be starting to have an effect on customers, I bet they drastically change course after this news to affect the stock. It will be a bad move in the long run.
Don’t please the stockbrokers. Please the customers. The stockbrokers will be happier in the long run.
tags:: Burger King – Crispin Porter + Bogusky – marketing – wall street
do believe that the point here, Chris, is that they are NOT pleasing the customers. Sales are down. Targets haven’t been reached.
They are spending hella big piles of cash on Crispin+Porter and still serving up terrible food. And losing customers. Period.
Wallstreet could give a damn about advertising because, in the end, what counts is sales figures.
What I’ve maintained about the subservient chicken and other ‘clever’ ads (gotta dig those bikini babes with the freaky king dude) is that, no matter how ‘viral’ they become, they don’t necessarily make people fall in love with your product.
There is a huge disconnect that could be rectified with them moving their advertising budget to a quality control budget.
@missrogue…The convulted point that I was making (perhaps not very well) was that BK might be tempted to start marketing to Wall St rather than Main St….which would be a bad move.
Look at the marketing for BK just a few years ago. It was horrible. At least with some of the C+P stuff, they are TRYING to engage conversation and not just throw money at meaningless ads. Even though C+P is doing some good work, they could always do better. We all could.
Crappy food is a good point as well. The entire experience MUST be a part of the marketing. I made that point about McD in this post: http://shotgunconcepts.blogspot….ing- brands.html
But whatever they do. They can’t start trying to please Wall Street and forget the customer mission (which they are just really starting)