Panel: QSR Media Planning and the New Hunger Journey
The customer journey for deciding what and where to eat tonight is not only fragmented but infused with new competition. How do marketers and media buyers plan campaigns across TV, digital and apps across food search, mapping, delivery services? How have the new options impacted the mix of branding, last-mile promotion, interception? Our panel of media buyers and planners will discuss how they are mapping media against the new journey and share examples of what is (and is not) working.
The digital media environment is cluttered, attention is increasingly fragmented and consumer apathy toward brand efforts is at an all-time high. How does a major brand stand out in ways that are meaningful to their target? In this keynote address, Diego Suarez, Lead, US Media, Advertising and Communications, Burger King, takes you through the launch of a recent limited-time offer that broke through the noise to garner significant attention, both online and in-store.
Presentation: Next Generation QSR: Emerging Roles in Marketing and Digital Experience
With the fight between brick and mortar vs. the internet continuing, this presentation will detail how restaurants can innovate and look to emerging marketing roles to compete against third-party delivery systems, Amazon and other marketplace. With razor thin margins, restaurants have to operate, hire and growth hack like startups.
As consumers find so many routes to their eatery of choice, the data inputs explode. But QSRs now have to work with, in and around a dataverse of walled gardens. Who owns the data and how is it shared? Which signals do and don't matter for QSR? And how are old and new brands reorganizing and integrating so may data channels to drive a coherent marketing, loyalty and advertising strategy?
In the QSR business, the talk is always about traffic, but the word “traffic” is cold and somewhat negative. These are guests. How do we invite them in, make them feel at home and want to return? And use data to connect. The word data is rigid, techy and puts people on their guard. It’s not about manipulating data but striving to deliver personalization. This keynote will focus on connecting with consumers in the modern world to not only showcase products, but also show how Dunkin’ demonstrates its brand promise in its marketing.
Interview: The DTC Effect: Loyalty, Social and the New Customer Relationship
Brands and customers now have unprecedented access to one another, but what are marketers doing to make the most of it? From beefing up loyalty programs and email promotions, to managing reputation, content and fandom via social channels, we discuss with a CRM and social media master the winning ways. Can QSR customers really become fans?
Panel: Location, Location, Location: The Next Frontiers of Geo
Few categories have leveraged digital location-based marketing and advertising technique longer and harder than QSR. From Geo-fencing and geo-targeting, to conquesting, programmatic audio to data driven out-of-home, these brands have reconnoitered the frontiers of geo-marketing. We ask some of the most seasoned planners in the field to share their most successful recent campaigns and the next generation of geo-targeting they are testing now.