KFC Will Appeal to Customers with Location-Based Marketing
Christopher Magsambol — October 14, 2015 — Tech
References: performancein & fandbnews
As part of its new mobile marketing campaign, KFC will market to consumers who are near locations of the restaurant. KFC has employed mobile location technologies to help promote its new burrito line and increase foot traffic into its branches.
To accomplish this, KFC will use relevant messaging tactics through proximity and conquest targeting to build awareness of locations throughout the UK. KFC will market in this new manner because research from the fast food retailer showed that KFC stores had a click-through rate of 40 percent above the industry standard, proving the impact of location targeting.
From its research, KFC found that the most responsive demographic was busy parents with young families. The mobile marketing campaign that followed now heavily targets this group and provides them with distances to the nearest KFC location.
To accomplish this, KFC will use relevant messaging tactics through proximity and conquest targeting to build awareness of locations throughout the UK. KFC will market in this new manner because research from the fast food retailer showed that KFC stores had a click-through rate of 40 percent above the industry standard, proving the impact of location targeting.
From its research, KFC found that the most responsive demographic was busy parents with young families. The mobile marketing campaign that followed now heavily targets this group and provides them with distances to the nearest KFC location.
Trend Themes
1. Location-based Marketing - Opportunity for businesses to use mobile location technologies to market to consumers near their locations and increase foot traffic.
2. Proximity and Conquest Targeting - Utilizing relevant messaging tactics to build awareness of locations and target specific demographics.
3. Responsive Demographics - Identifying specific demographic groups that respond well to location-based marketing and tailoring campaigns towards them.
Industry Implications
1. Fast Food - Opportunity for fast-food chains to implement location-based marketing campaigns to increase customer foot traffic and promote new products.
2. Mobile Advertising - Opportunity for mobile advertising platforms to offer proximity and conquest targeting capabilities to businesses for effective location-based marketing.
3. Retail - Opportunity for retail businesses to leverage location-based marketing to attract customers and drive foot traffic to their stores.
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