Culinary companies embrace old-school marketing with modern giveaways
Trend - With the popularity of social media, many companies are taking advantage of the marketing opportunity and offering gifts and expensive prizes to consumers who enter their sweepstakes. This form of consumer engagement is frequently used among QSR brands, which offer everything from free travel to furniture.
Insight - Millennial and Gen Z consumers spend a lot of time on social media, and brands have jumped on that opportunity with targeted content that appeals to the individual and collective preferences of these consumers. With so many companies now sending them curated ads, these demographics are experiencing fatigue when it comes to their interest in branded campaigns. These consumers are drawn to brands that offer substantial benefits in exchange for their engagement.
Insight - Millennial and Gen Z consumers spend a lot of time on social media, and brands have jumped on that opportunity with targeted content that appeals to the individual and collective preferences of these consumers. With so many companies now sending them curated ads, these demographics are experiencing fatigue when it comes to their interest in branded campaigns. These consumers are drawn to brands that offer substantial benefits in exchange for their engagement.
Workshop Question - How can your brand leverage a retro marketing strategy to reach today's modern consumer?
Trend Themes
1. Sweepstakes Marketing - Companies are increasingly using targeted sweepstakes marketing to engage fatigued millennial and Gen Z consumers, who are drawn to substantial benefits in exchange for their engagement.
2. Social Media Contests - Brands are leveraging social media platforms to create promotions and contests which help in customer acquisition and keeping them engaged with the brand.
3. Fan Engagement Experience - Brands are instituting engaging fan experiences to motivate and induce loyalty from their customer base.
Industry Implications
1. Fast Food Industry - Sweepstakes marketing and social media promotions are providing a new platform of customer acquisition while fan engagement experiences create loyalty among consumers.
2. Food and Beverages Industry - Contests and sweepstakes encourage consumers to engage with brands while also creating buzz about new products like avocado hand insurance and no-fumble fanny packs.
3. Retail Industry - Retailers are utilizing sweepstakes marketing and fan engagement experiences to drive brand loyalty during major events like Super Bowl, increasing sales during these events.
