Monday, March 6, 2017

Chipotle Love Story-A Fresh Way to Brand Itself but......

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Chipotle is one of the most popular Mexican-style fast food chain restaurants. They sell taco, burrito, bowls, salads and corn chips. The ingredients are fresh and healthy, and people can watch how their food are really cooked from the transparent window. I always order the chicken bowl and burrito when I visit there.

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Recently I saw a lovely Chipotle animated ad was named “A Love Story”. One of my friends shared it on the Facebook. The ad talks about a little boy runs an orange juice stand, but many people are waiting for the fresh lemonade which is from a lemonade stand owned by a little girl across the street.

The little boy wants to date with this little girl, but he has no money. The only way to make his dream come true is to raise the money. Thus, he starts to post orange juice ad fliers in the neighborhood. Later on, he gets more business come in, but it hurts the girl’s business. The girl gets angry and starts to compete with the boy all the time until their small juice stands turn into fancy fast food restaurants.

Both of them look success, but they are not happy at all. When they drink their juices, they taste awful. Then, they check their factories and see all the burgers and foods are produced by the machine. They have not tasted fresh anymore. This is not what they want to sell, so they try to stop the machine. However, the machine throws them out to the trash.

These poor man and woman meet again on the street with dirty clothes. They found their old promotion fliers which were made when they were kids. It reminds them their original intention. The boy wants to date with this girl, and they want to sell fresh juice! That’s all they want! At the end, they are fall in love and start their small business to make fresh meals.



This ad is a lovely and happy ending story. From the ad, we can see the main selling point of Chipotle is freshness. Their food is unlike other fast food like burgers which are tasted greasy.
After I watch this ad, my biggest question is: Are burger businesses really the direct competitors with Chipotle?
From the food freshness point, burger businesses could be competitors with Chipotle. Most people perceive burgers are not healthy food. Chipotle offers fresh ingredients which are healthy and nutritious.
However, I never think Chipotle’s major competitors are burger businesses such as McDonald or Burger King. The reasons are:
  • Their businesses are totally in different styles.
McDonald is the classic American-style restaurant, but Chipotle is the Mexican-style restaurant. Their businesses are not the same kind of style, so they should not compare with each other.
  • Their food is totally different.
McDonald offers all kinds of burgers and potato fries. The hamburgers are round which contains bread, beef patties, lettuces, onions, cheese and special sauce. However, Chipotle offers all kinds of Mexico food such as tacos, burrito, corn chips and rice bowl. They are made in different shapes. And, their main ingredients are rice, beans, lettuces, peppers, steaks, and chicken. Thus, I don’t think they are selling the same kind of food at all.
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  • Their major target customers may be different.
Even though both McDonald and Chipotle are targeting everyone, their major target customers still have some differences. According to McDonald’s website, they said they seek to appeal to a wide range of people, from families who love our Happy Meal to workers grabbing breakfast on-the-go or eating in to enjoy our freshly ground coffee and free WiFi.
According to the Chipotle target audience research, Chipotle has targeted millennial who are people between the ages of 23 to 36 for its primary customer segment. This target customer group tends to pursue a healthy lifestyle, so they are more likely to choose fresh food.
McDonald can be one of the substitutes of Chipotle, but it should not be the major competitor of Chipotle. The direct competitors of Chipotle should be Taco Bell, Fields Good Chicken, and other Mexican-style fast food restaurants which produce similar food.

Monday, January 23, 2017

Two Main Concerns on Mobile Shopping

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When I shop online, I never shop through Mobile. I feel it is funny that even though mobile has become an important part of my life, I still prefer buying on my desktop instead of buying on mobile.

Mobile-commerce shopping trends show that the main reason that people don't choose mobile shopping is poor user experience. According to the research, users get so frustrated when trying to shop on their phones that they far more often than not abandon the process. In the second quarter of 2015, U.S. adults spent 59% of their time on mobile and 41% on desktop, but just 15% of their dollars on mobile and a staggering 85% of their dollars on the desktop. 

When I read this statistic, I feel interesting but not surprise. Because of mobile device limitation, it is true that users are difficult to get great shopping experience on mobile. Statista study also summarized that users prefer shopping on PC because they could get a larger and clear image of the product as well as a detail product information.
Data Point: Why Shoppers Prefer Buying on PCs over Mobile Device
Personally, I don't have a mobile shopping habit because I have two serious concerns about mobile shopping:

If I lose my phone...

No matter shopping online or on the mobile, they require us to enter our credit card and bank information on the checkout page. For shopping convenience, many businesses recommend users to save the credit card information on the commerce site or to link the mobile app to a bank account directly. 

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When I shop online, I feel more control of my privacy. For example, I don't have to link my credit card to any e-commerce sites if I don't want to.Most e-commerce sites also offer many different payment options to complete the transactions. I can always choose a secure way to make a purchase.

However, I would never enter any credit card information on the mobile shopping app especially when it requires to link my bank account in order to access the app. For me, when I sign in a mobile app, I usually don't like to sign out when I leave. I am afraid that if I lose my phone by accident, all of my privacy information such as bank information, contacts, and social media will be exposed to high risk because everyone can access my apps. I will totally lose control of my privacy and feel insecure. 

If I get fraud payment...

One of my friends is living in the UK now. Two months ago, she told me that her Fiverr App was charged $300 on a taxi, but she has not used that app for over one year. She was totally freaking out because she couldn't access her account without a valid U.S. phone number. It was a very bad experience to fix the problem and get her money back.

I feel unbelievable and also very sorry to hear her experience. In order to avoid fraud payment, I never install any app which requires linking either my phone number or bank account. I don't want this kind experience to happen. And I hate to waste my time to deal with fraud payment especially when it is always useless.

At the end:

Even though many mobile shopping apps provide better UX design, many users still don't choose to shop on Mobile because of privacy and security concerns. In the other words, if we don't trust mobile shopping, so we don't buying on mobile.

Monday, January 9, 2017

Five Useful Tips for Creating Effective Google Adwords Campaign

Google Ads is one of the most effective ways to deliver quick and desirable business results. In order to get a better performance than competitors', it is very important for marketers to make the most relevant ads to meet customers' needs and help them to select the best search choice(s). 

Tip One: Decide your campaign goals

Depends on your business type and grow stage, you need to have a clear goal before launching any campaign. Having a clear goal will help you select the most relevant ad format(s) and Google Network(s) to show your ads and also reach potential target customers effectively.

There are three common goals for advertisers:
  • Driving website traffic
  • Increasing brand awareness
  • Boosting sales (driving leads)
Different goals will require creating relevant ad formats in different networks. Google Adwords has two main networks to show your ads:
  • Search Network
Your ads can appear throughout sites on the Google Search Network. If you want to reach the right customers who are searching for your products or services,  showing your ads in this network will be a good choice to drive website traffics. When you run your ads on Search Network, your ads will be displayed on the top or the side of Google search result page.

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  • Display Network
Display Network contains different ad formats including text, image, rich media, and video ads. Google will match your ad content to relevant websites or placements in order to increase impressions. If you choose to show your ads on the Display Network, your ads could be displayed on relevant websites or on Youtube or on other partner channels. It works better for increasing brand awareness or brand engagement. 

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For advertisers who want to focus on both awareness and website traffics, they can choose to create ads on both Networks. Even though it may require a large budget at the beginning, you can always adjust your budget or stop low-performance ads anytime you want. 

Tip Two: Understand customer buying cycle

The customer buying cycle includes awareness, research, comparison and buy. Understanding the customer buying stage can help you to customize your ad groups and deliver the most relevant results to customers.

For customers who have no clear idea about the products or services,  you can create general keyword lists to match their needs. For example, if a customer searches for shoes, but she has no clue about shoes styles or brands, you can generate common and descriptive keywords such as "shoes","shoes on sale","cheap shoes","designer shoes","Lady's shoes" and etc.

For customers who already knew the product, you can create specific or brand keyword lists to reach them. For example, if a customer wants to buy a Nike shoes, you might want your ads to include more brand keywords such as "Nike shoes", "Nike shoes on sale", "New Nike shoes", or "Nike shoes coupons".

Thus, you have to think like your customer. The more relevant your ads are, the more chance your ads can reach the right customers, and customers are more likely to make a valuable action on your ads.

Tip Three: Create relevant ad content and landing pages

Google evaluate your ads not only based on your bidding amounts but also based on your ad quality score. In general, if your ad content can lead customers to the most relevant landing page, customers are more likely to take valuable actions on your website. 

For example, when I search "nike shoes for women" on Google, the page shows me some relevant product shopping information on the top. Under the Google shopping, it shows a Nike ad which contains my keywords and a relevant destination URL. 

When I click on the ad, it directs me to the Nike Women's product page. The page shows women's shoes with all categories and brief product information. The page loading time is less than 2 seconds, and the page content is highly related to my search. Thus, I feel Nike is a  user-friendly brand.

In order to earn a high Quality Score, you could add relevant keywords on your ads and deliver a great landing page experience to your customers. These will help you not only increase the Ad ranks on the search result page but also reduce your cost.

Tip Four: Use Ad extensions

Ad extensions are listed below your ad, and they could be site links, call button, location map, App download, or review. Use Ad extensions can let customers take quick actions on your ads. 

For example, when I search "order pizza online near me" on Google, it shows me two Domino's Pizza ads on the top of the page. Under each ad, it either includes several relevant site links or includes a location map. These site links will definitely drive clicks and website visits. The location extension can help customers find the nearby Pizza stores and help them make a quick decision.

Moreover, the second ads also show the overall rating from Rating score indicates the customer satisfaction with your product and service. With a higher rating score, customers are more likely to make orders with you. 

Tip Five: Measure Campaign Result

After you run your Google ads, you need to measure your campaign result by reviewing some key metrics such as clicks, click through rate (CTR), impressions, converted clicks, and cost-per-conversion. Then, you can calculate your return on investment (ROI) to see how much net profits you could generate from the ads.

In addition, you could also optimize your current campaign based on the data result. For low- performance keywords, you could add them to the negative keyword lists. Negative keywords prevent your ads from showing to people searching for those irrelevant terms. It will help you reduce the cost. For high-performance keywords, you could increase your bidding amount to be more competitive.

At the end, if you want to make some changes on your campaign but not sure how it works, you could run an experiment and then compare the current campaign result with the new one's result. Then, you can choose either keep the current campaign or update the new one.

Tuesday, December 13, 2016

Digital Campaign Case Study: How Does Coca-Cola “Taste the Feeling”Make Every Moment Special?

Coca-Cola is one of the highest recognition brands globally. Almost everyone in the world knows Coca-Cola and has drunk it. The unique taste of Coke is unforgettable, and that’s why so many people love it.
Why does Coke so unforgettable? The taste and refreshment of Coke? Of course, it is one of the key reason. The other reason is its brand creative marketing message. Coca-Cola company have been creating different marketing campaign across the world every year to reinforce the brand culture. Coke is not a simple product anymore. It is our lifestyle!
In the January of 2016,  Coca-Cola launched new marketing campaign called “Taste The Feeling”. According to Coca-Cola Stories, the central message of “Taste The Feeling” is to “bring the idea that drinking a Coca-Cola is a simple pleasure that makes everyday moments more special.” (Jay Moye)
This campaign message was distributed through different channels such as TV commercials, print, outdoor, in-store, social media, and digital ads. Coca-Cola selected different types of media channel to reach customers directly and effectively. It included both online and offline channels that ensure expose the ad impression everywhere.

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I love to watch the TV commercials because they are more storytelling. They remind me the great experience of drinking an ice Coke.
Open the bottle cap, drop five to ten piece of ice cubes to the glass, and pour the Coke into ice cubes. The bubbles are jumping up in the glass which is the most special moment. This makes me feel more enjoyable to have the Coke.
When I watch the “Taste The Feeling” commercials, I feel each moment in the ad is not strange at all. No matter a fun time, friend time, love time, or even fight time, it happens all the time in our real life. With Coca-Cola, every moment becomes even more special.

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Coca-Cola takes the central role in every piece of those creative ads. The campaign perfectly combines the product, digital and emotion together in the story. Without Coca-Cola, there is no story.

Finally, how does “Taste The Feeling” make every moment special?

People want Coca-Cola in different ways, but whichever they want, they want the unique taste and drinking experience of Coca-Cola. The company also reach customers through many different media channels to send the brand message effectively.
“Taste The Feeling” campaign is not just telling a story. It is a “real” story. Don’t you ever feel happy when you have a bottle of Coca-Cola? Don’t you ever feel refresh when you drink it? Don’t you feel you need a Coca-Cola when you are stressed? I do and I believe many of people also do.
The campaign brings all the real life moments and feelings into the story. It reminds you how much you love the brand. Coca-Cola is not only a part of the story but also a part of our life.