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Your Path To Awareness

Image of two business people discussing increasing sales in a down economy
3 things McDonald's did to increase sales by 10% in a down economy

Posted: 12-Jan-2014    Category: Business

There are few brands that have had as much advertising success as McDonald's. With iconic campaigns like "You Deserve a Break Today" and "We Love to See You Smile," it's clear that there is plenty to learn from the golden arches when it comes to advertising success.

Just consider McDonald's current advertising campaign. The "I'm Lovin' It" campaign was launched in 2003. McDonald's integrated the campaign on all levels, not only using the slogan in its commercials and billboards, but also incorporating it into its cups, wrappers, and food containers. 

To complete the effort, McDonald's revamped the look of its products, incorporated new faces in its marketing, and recorded a fresh jingle for its television spots.

While this kind of widespread marketing shift takes time and money, the dividends are certainly obvious. 

Even after seven years, "I'm Lovin' It" is still pulling in the numbers. 

In fact, while many other businesses have struggled in the economic downturn, McDonald's saw a 10 percent climb in its sales in 2010.

When looking at the "I'm Lovin' It" campaign, there are a few important lessons to consider in your own advertising efforts.

  1. An advertising campaign should be comprehensive.
    McDonald's "I'm Lovin' It" campaign impacted the company on all fronts. Not only did McDonald's utilize the theme in its commercials and billboards, but it incorporate the ad campaign into all aspects of its business.

    By making its advertising comprehensive, McDonald's was able to fully immerse consumers, making their products that much more memorable. In your own advertising, remember to incorporate a new campaign into all aspects of your business in order to glean the full effects.

  2. Good advertising should be multifaceted.
    A strong advertising campaign will work on multiple levels. For "I'm Lovin' It," McDonald's not only came up with a catchy slogan, but worked hard to incorporate fresh faces, updated product pictures, and an appealing musical jingle.

    To give your advertising its best chance of success, remember that advertising reaches people in different ways.

    McDonald's uses their advertising campaign to appeal to all the senses, therefore creating advertising that yields results. By creating multifaceted advertising, your business can see similar results.

  3. When sales are up, keep with what works.
    Even though the "I'm Lovin' It" campaign is nearly a decade old, McDonald's has not abandoned it. The reason is pretty simple: if sales are still gaining, then the campaign must be working.

    An ad campaign should not be dictated by how long it has been running, but by how well it has impacted sales.

    If your advertising campaign is working, stick with it. If it's not having much effect, change it, even if it hasn't been in place very long.

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