Compe&&ve Framework ConsumerCentered Brand Focus Product Focus StoreCentered
Jul 17, 2015
Compe&&ve Framework Consumer-‐Centered
Brand Focus
Product Focus
Store-‐Centered
• Most highly recognized convenience store brand • Recent Adver&sing
– Product Focused: “Slurpee Day” Dance Commercial – Lunch/Product Focused: Paintball and LARP Commercials
• “S&ck to Lunch” and “Oh Thank Heaven” – Print Adver&sing: Consists of Sponsorship, mainly on the Big Gulp
• 7-‐Eleven App – Used to feature specific/exclusive products and deal; Allowing consumers to search for their nearest 7-‐Eleven
7-‐Eleven
• Almost ever post is about a product sold in 7-‐Eleven stores; NOTE: not always their own brand
7-‐Eleven Social Media
TwiTer Facebook
7-‐Eleven Website
7-‐Eleven Exclusive Gatorade Flavor
Promo&on as Soon as You Enter the Website
• Print Adver&sing and Billboard focus on one featured product: POLAR POP/THURSTBURSTER – 79 Cents, Any Size, Unlimited Flavors
• TV and Radio focuses on the convenience to the customer and fresh, quick food Circle K offers – Hot Dog Spot; Coffee and Pastries Spot; Coffee Spot – Humor Spot from the Past: Shirtless, “Great Coffee”
• Big on Auto Racing Sponsorship: IndyCar and NHRA • Social Media
– All about the Polar Pop and ThurstBurster – Interes&ng ways to use the cup: PoTed Plant, Video Game Character, Olympian
– Some posts about products in store, mostly about their own brand of premium coffee
Circle K
Circle K Screenshots
Facebook Page
Billboards
Circle K Screenshots
TwiTer Page
Circle K Racing TwiTer
• A more product-‐focused convenience store – Print features their doughnuts and coffee – TV Spots features their coffee and quick breakfast; Always ends with a product deal • Fresh Daily Spot; That Guy Spot; Snoozer Spot; TV Spot on how quickly you can get the things you need here
• Sponsorships with the N. Midwest Sports Franchises and Players – Wild (Ryan Suter), Vikings (Jared Allen), Packers (Green Bay Na&on) and the Brewers (Team and Ryan Braun)
• Social Media – Featured posts about the products available at stores – More interac&ve with users than other store accounts I looked at
KwikTrip
Kwik Trip Billboards
Kwik Trip Social Media
TwiTer
• Probably the most brand-‐oriented of the convenience stores I looked at; a thank you to drivers – Na&on’s Largest Gas Retailer – Their printed ads and billboards focus on how they support the truckers and how much they do for the country
– They are currently under inves&ga&on for defrauding on business rebates
• Commercials have been placed on hold; most PR and Marke&ng references what they’ve done to accommodate the fraud vic&ms – S&ll sponsors the #7 car in the NASCAR Sprint Cup Series – #RoadWarriors Social Media Campaign/Feature Series
Pilot and Flying J
Pilot/Flying J
Drivers Billboard
TwiTer: #RoadWarriors
Website Homepage
Pilot/Flying J
Michael AnneT Sponsorship
Facebook Page – Products and #RoadWarriors Series
• 50th Anniversary Celebra&on: PR Push – All Adver&sing and Social Media focusing on 50th Anniversary and “special” product prices for the celebra&on
– Print and Billboards promote meal deals; the promo&ons similar to a restaurant’s
– Radio and past TV try to make Wawa more of a grocery store, like a smaller Kroger
• Social Media – Promotes their own brand of products; Facebook especially promotes the deals on those products
– YouTube: Videos emphasize their community rela&ons and promo&ng their “brand”
Wawa
Wawa
Website Homepage
Wawa Billboards
Wawa Social Media
Wawa TwiTer
Wawa Facebook
• More of a product focused convenience store, reminding you how quick you can get what you want
• Laredo Taco Company – Ads focus on the fresh products that are made right in front of them, similar to Chipotle and Qdoba: Link
– Both the Taco Company and Stripes are adver&sed under the same umbrella; joint adver&sing: Link
– Tacos and Big Fountain Drinks • Social Media – Encourage more interac&on with customers than most of the other convenience stores
Stripes
Stripes
Stripes Print Ads
Stripes Billboards
Stripes Social Media
<-‐ Stripes Facebook
Stripes TwiTer -‐>
• “Get Pumped!” campaign theme – Combina&on of Humor and Product/Service Promo&on – Promo&ng their Fresh Food products (1 and 2), Rewards Program and Rickers Pop
– Their print ads con&nue to build on the humor theme; They are trying to get you excited about going to Ricker’s, saying why aren’t you doing this right now?
• Sponsorships – The official convenience store of the Indiana Pacers – The official coffee of the Bob and Tom Show – Social Media reflect on these sponsorships: Retwee&ng Pacers news and scores and Bob and Tom tweets
• Social Media – Tweets on new products, focused more on the Ricker’s brand, Indianapolis Community
Ricker’s
Ricker’s
Ricker’s Facebook
Ricker’s Home Page
Ricker’s
Ricker’s Clown Mascot? -‐>
Ricker’s TwiTer
• “Famous for Pizza” • Their commercial emphasize that they care about the things that you (consumer) do too; Hard Work, Family and Pride/Respect, Spot Encompassing All Aspects – Very Mid-‐Western and “Down Home” feel
• All commercials end back with promo&ng their feature product, their pizza
• Hometown, Homemade – Campaigns like: Famous Hometown People, You’re Home Away from Home
– Love of Football: “Famous Plays” Link • Social Media focuses on interac&on with the consumers, especially on TwiTer
Casey’s General Stores
Casey’s
Casey’s Facebook Casey’s TwiTer -‐>
• Made to Order campaign, “MTO” – Just Released Humor Ad Series: “Feel the Love”
• Full of ridiculous and random comments about how great the food is compared to opposites, tastes and doing no wrong…
– Ad Series promo&ng their “new” Made-‐To-‐Order system • Ye& and Mom’s House; “It doesn’t look like a restaurant”
• Print and Billboards focus on products and specials • Social Media – Clearly targe&ng consumers age 20-‐lower 30’s; Trying to aTract aTen&on for the brand through memes, 90s pop culture references and interac&ng with the consumer
– Xbox One Contest, MMA Sponsorships, etc…
Sheetz
Sheetz
Sheetz HomePage
Sheetz Print and Billboards -‐>
Sheetz Social Media
Sheetz TwiTer Sheetz Facebook-‐>