4. The McRib
• Introduced in 1981
• Not originally successful, discontinued in 1985
• Rereleased in 1994, discontinued in 2005
o Farewell tour: 2007
• LTO travel tour 2008-2009
• To come back this month!
11. Recommendations for a Successful
LTO
• Build up brand loyalty before you can launch a
successful LTO
• Needs to be unusual/rare
• Emphasize the “don’t miss” factor
• Keep the mystery
• More Hype More Hoarding Higher Sales
tom's special austin shoes target missoni starbucks pumpkin spice latte blue bell peppermint ice cream Girl Scout cookies whataburger A1 thick and hearty mcdonald's monopoly Rachel
-intro us and 64 sharp -why did we choose this topic? spoken by rachel 64 Sharp: Like a box of crayons, we all represent different colors and come from different backgrounds to create a collective idea. Just like a box of crayons has a sharpener on each box, we aim to keep our ideas sharp.
-here we give an overview of the topic -brief description of the McRib spoken by geoff
one of the reasons we found was... ultimately these companies are in the business of sales and mcrib means sales. so why the limited time offer? we can talk about cialdini and instinctual reasons for this to be happening. but really it's these principles working in tandem with many other cultural cues. popularity, scarcity heuristic (cialdini) higher scarcity = higher perception of value mcdonalds has capacity to deplete certain food products. as you would imagine theres a gap in the literature focusing on the McRib. nostalgia used in conjuction with other already recognizable offers to keep MCD top of mind. a reason to advertise something old like it's new. http://www.geocities.ws/mcrib/gentleplowman%20mcrib.png president photos: http://cbswods.files.wordpress.com/2010/10/mcrib.jpg?w=385&h=243 http://intheknow7.files.wordpress.com/2010/11/obama-disney.jpg
-good to attract new customer attention and encourage existing customers to come back because of a new/different product -instant emotional appeal, impulse to buy FOMO spoken by Geoff
Overview of the Disney vault and stuff spoken by Kathryn
Overview of the Disney vault and stuff spoken by Kathryn
Buying in excess spoken by eric http://www.nastol.com.ua/images/201107/nastol.com.ua_6457.jpg http://images2.fanpop.com/image/polls/398000/398728_1268761337434_full.jpg behind bars: http://cdn3.iofferphoto.com/img/item/163/893/650/tJam.jpg
spoken by Kathryn
-the gen. pop. Sees it as an opportunity, not a marketing ploy so need to maintain that feel -let it be exciting and mysterious so it gains attention and potential WOM -If a client has a product that they're thinking about making an LTO, these are ways that that they can make it successful -OR if you see LTO potential in a client's product, you can use this info as research to back-up your idea spoken by Lilit
