If you haven’t seen this McDonald’s campaign yet, watch the video here: http://youtu.be/wXgSnUmhdws & check out this page: http://yourquestions.mcdonalds.ca/
This campaign is an excellent example of the power of transparency & product education in marketing. Let’s face it, McDonald’s is the butt of the joke almost every time when it comes to fast food & most recently, employee salaries.
Everyone thinks their process is a mystery & because of that, plenty of rumors are created. The only way to shut them up is to come out & say “here we are – ask us anything – we’re not hiding” & that’s exactly what they did. In fact, they even hired former MythBusters co-host Grant Imahara to be the face of the campaign & give it credibility.
This is a great step forward for them. However, there is also a lesson to be learned here in what they are doing wrong. Educating customers & being transparent is a great strategy, but because McDonald’s perceived quality is so bad, it’s almost comical to try to convince customers that their food is actually pure & natural, especially when you see experiments where their burgers look the same after a month. They’re making a great attempt, but next, they need campaigns around boosting their quality just like Domino’s did!
Key Takeaways
- Always educate your customers thoroughly on your process & products. You want them to think that you aren’t hiding anything whatsoever. Honesty is important & kills rumors before they start.
- If your product is already perceived very badly, education & transparency is not enough to convince naysayers. It may make existing customers feel better about your product, but to effectively convert the naysayers, you’ll be more effective changing the actual quality of your product & then highlighting that.
Studio AOP’s content marketing services can help you create educational, informative and interesting content that positions you as an expert in your industry and enlightens your clients on why they should choose you.
Schedule a free strategy call to go over how you can use this in your digital marketing and boost sales.
