Chipotle

Chipotle
– What makes them different from other establishments is their assembly line production, organic materials, and the taste of the food it’s self. You can stand in line and watch your product being made and walk down with it in the process.
-They just do their thing and sell burritos. It’s a Mexican grill that can be fast food, take out, or a sit down restaurant. They also have a very interesting website. It tells the story of their restaurant and what has happened with the restaurant. It does it in a picture format, timeline, thing and it really appeals to the look of the website. The thing that really makes them remarkable is that you can order ONLINE. I remember for student government this year around Homecoming time we all ordered chipotle and Mr. Wrenka had the Chipotle app and he put all of our orders in and walked in with the exact change and walked out with food. It was very efficient, fast, and innovative.
-They aren’t like McDonald’s where they purchase the most for the least amount of money, they focus on quality. Now don’t get me wrong, I am not bashing McDonald’s, I love that they can see a double cheeseburger for a buck, but it isn’t all that fancy. Actually McDonalds appreciated the idea so much that they bought stock of chipotle in 2006. You can also get $ 2.00 burritos for Halloween.
-Steve Ells was the man who started chipotle. Steve Ells may be the founder of  Chipotle, but he’s not your typical CEO. Steve is a chef first, you will almost never see him in a suit, and he can still mash a mean batch of guacamole when he wants to. Steve said-“When I opened the first Chipotle in Denver, Colorado I certainly didn’t have any intention of opening more than just one restaurant. I just wanted to build a place where you could eat delicious food made of the finest ingredients quickly and affordably. As it turns out, it was an idea people could get behind. As Chipotle began to grow and expand, I learned quite a bit about the way most of the food in the US is produced and processed — and what I learned was pretty grim. Pigs are raised in stark confinement, produce is grown on vast factory farms with little or no regard for the environment, and dairy cows are confined and injected with hormones that can make them ill in an effort to increase their milk production.”
-Only started with 16 restaurants but after McDonald’s investment they grew to over 500 locations. McDonalds’ really wanted to see them grow. The story is fascinating considering they only started with 86,000 dollars.
– The first Chipotle opened in Denver, Colorado.
-They do a cultivate festival which is free. It was posted on their website to save the dates and they are traveling across the country to almost “showcase” their products. It reminded me of Krispy Kreme’s campaign. Whenever they moved a location to a new town, they would give away free doughnuts. Sure they lose money when they do this but it pays off later. After trying a new burrito the costumer may find out that they actually like it. In Troy a new ice cream place opened up that gave everyone free Frozen Yogurt. To the little kids it almost gives the store a nice persona. Little Johnny now thinks that orange leaf gave him a gift. Also on their website is a bunch of free response questions that are commonly asked. They also have an email address that you can email and ask questions.

Social Media Campaigns

My first campaign is called “Dress Your Dorm”. I chose this one because I was a participant in it. I found out about the contest when I got their spring catalog.   

 “Just because college students only live in dorm rooms for one year at a time doesn’t mean their dorms have to be ugly or boring. So says luggage brand Vera Bradley, known for its colorful and paisley-patterned accessories and travel gear. With help from social media marketing platform Brickfish, Vera Bradley launched the “Dress Your Dorm” back-to-school Facebook app to give students the chance to win gift cards, ID cases, or a grand prize of a total dorm room makeover from a Vera Bradley design professional.”
-They used Facebook
-You could click on a link and you had the choice of what to put in the dorm room, what pattern,and where to place it. There was also custom options with wallpapers and wall designs.  The winners would not only be posted on the wall of vera bradly, but the winner would get all the stuff from their dorm room for free!

-The target audience was mostly moms/ college girls shopping for their dorm  rooms   

 – They probably used Facebook to get those moms shopping for their daughters in.

-There were no celeberties used in this campaign.

More than 3,800 people entered the contest, with 197,434 views and 12,086 votes cast on the various submissions. The campaign brought in a total of 215,345 engagements for the brand within a single month.

My second campaign is the Tweet Pie. Basically the world shortest recipe book.  Jumping off the social media site, twitter, the goal was to make recipes in 140 characters or less.   All the profits, and the people who started this campaign, went to food FoodCycle, a Scottish nonprofit organization dedicated to reducing food waste and food poverty in the UK through volunteer efforts and community.

-obviously they used twitter

-Tweet pie, a book of recipes that were 140 characters or less

-I think because this was big in the US but its an orginization in the UK i feel they had a huge target market of any twitter users. Young old male, female. Basically anyone who has a short and sweet (no pun intended) recipe.

-No celebrities were used in this campaign

Repackaging

The company I  found that changed its packaging was white castle. I remembered this because I remember a commercial White Castle aired shortly after. They just went from a black and white castle to a blue,white, and orange castle. It wasnt a big deal, but I think White Castle was looking for publicity, thus why they aired the commercial.  In this particular commercial, a guy said he was the biggest white castle fan ever. His friend said that he was the biggest fan ever.  AFter 15 seconds of arguing the one friend shows his tattoo of the old logo.  Then the Friend shows his tattoo which is newer and the makes him the bigger fan.  It made something that would have been overlooked, something “big” 

Article Review – 2/25″

This article is about how companies send out emails and how they can make them personal. The one thing that caught the eye of the reader of this certain chilis mass email, was not the all caps or the sender, but simply the subject box. It said “Kids eat free Beth”. Now maybe the use of her first name made the spam seem more personal but maybe it was just the deal. It was not “we love you and want your money” it was simply “bring your kids and we’ll pay”.
“The focus should be on targeting the right content and the right offer, in addition to personalizing with the [recipient’s] name. You need to be affecting the whole customer experience.” This was said by Mark Simpson, president/founder, of Maxymiser.

 

In my second article is about a goat yelling, Taylor swift , Harlem shake video.  There has been some big controversy over these new viral videos and their duplicates.  Locally a group of kids at Milford got suspended for making one and everyone is saying its unfair and wrong.  This article however focus on this ne “goat video”. 
“When I spotted it (via Reddit) on Friday, the day it was first posted to YouTube, it had a few thousand views. By the time I thought to tweet it on Saturday, it was up to a few hundred thousand. By Sunday afternoon around 2 p.m. ET, it surpassed two million views. By Monday afternoon it hit five million.”  The author said that he would personally pay any agency that uses the video as an advertisement in small unmarked bills.

My Favorite Brands 4 P’s

My Brand is Nike.
Nike’s a unique company. They are fortunate enough to have a large target market. Generally speaking it can be anyone who plays a sport. Now Nike targets older usually age 13 and up. But if your 80 years old… you can still buy a set of golf clubs. Nike’s global market share in sports and sports inspired footwear is predicted to increase from 18.9 percent in 2011 to 21.4 percent in 2017. Nike has that brand recognition that gives them that wow factor. So when you see the swoosh, you know somebody’s cool. Again Nike is really general and broad with their target market but if I had to narrow it down, I’d probably say 20-30 male, who’s fit and very athletic. They offer anything and everything that has to do with athletics, from apparel, to armature and even professional equipment. They promote by endorsements mainly but also commercials and sponsoring big events. Nike is cool because they have Nike stores with just their products, and they also have merchandise in outlet stores as well. Nike merchandise is usually a bit costly but it’s very good quality so people normally don’t complain.

Favorite Marketing Campaigns

My first marketing campaign is done by the company Apple. Yes stores have huge posters or funny commercials but what makes Apple so special. The way everything is done , so simple, yet so complex makes Apple seem like they are a step ahead. A Giant, working iPhone 5 that has a live video of Santa Face Timing Elves? I’ve never seen that before. And sometimes The commercials are just music, no plot, storyline, conflict, just an iPod and music.

My second favorite  marketing csmpsign is the Got Milk ads.  Now it’s not such a big deal but when you see the coolest athlete in the world drinking milk as a 6th grader, you think that it’s a cool thing to do.  All the posters looked the same so you had that product awareness when ever you saw one like it, you knew it was got milk.  It wasn’t flashy or colorful, it was just those two words, seven letters, one question mark, one milk mustache, and million posters that all portrayed the same message… ” got milk?”

My third Favorite marketing campaign is the Samsung Galaxy “it’s already here”.  Now i know this post may seem oxymoronic with the galaxy and apple but just hear me out.  The iPhone 5 is tanking right now and mostly because of one commercial… the Galaxy one.  It talks about the next big thing being here already.  It’s fun and it pokes fun at apple but it’s also true.  People got so caught up the phone being from apple, they really forgot there was competition.

Article Review 2/11/13

“any questions? Call 1-800-coustumer-service”
Isn’t this always how it has been? Not anymore.   Times are changing, what if on the bottom of that tooth paste tube it wasnt “call 1-800”. What if it was “Follow @Crest on twitter and tweet us questions, comments, and concerns!”
Social media is the new thing and its literally viral. In this article, it’s talking about how Brie Weiler Reynolds, who is the director of content and social media for FlexJobs, a Boulder, Colo.-based online job-search firm, uses social media to interact with their consumers.
He says it started with just one person. One consumer just simply asked the “like page” on Facebook a question. Reynolds jumped off of this easy, and interactive way to meet with consumers. Now all the innovation is electronic and “social”.  They call it “social costumer service”.  People say they love it because it is just so much easier.  You don’t have to talk to a machine, you don’t have to wait on the phone inconveniently for hours, and you could even get a response 10 minuets later.

Practice Post

I am linking to Google