Business as usual isn’t good business. It’s how business was conducted yesterday. Your marketing strategy is all about securing the bright new vision of tomorrow. (But how do you do it?)

How McDonald's Built A Billion Dollar Empire With A System

If this is you: Finding it impossible to get noticed in an over-crowded market (what I call the ‘pick me!’ syndrome);

Stuck with the same old clients with no new open-walleted saviours on the horizon; at a loss to understand why your marketing — so seemingly bang on trend — is being so relentlessly ignored.

I guarantee you that there are 3 simple reasons for your current brand stagnation:

  1. What you’re saying is essentially the same as what everyone else is saying.
  2. Where you’re saying it is where everyone else is saying it.
  3. When your saying it — when in terms of content, delivery and frequency — is the same as everyone else.

And the only way to break this same-old-same-old trap?

Seek out and embrace the new before everyone else ..

Think about McDonald’s ...

Using a marketing system is exactly how they built a Billion dollar empire.

Now you may not be a mad fan, but McDonald's marketing strategy is Absolutely 5 Star!

First they defined the target marketing:

I.E. Who are you talking to?

Then they positioned the product:

I.E. What do you want them to think?

And here's how they did it …

  1. You see a series of Ad for McDonald's each repositioned to a niche market segment. (Awareness)
  2. They offer a discounted price on one of their most popular products to a niche market segment for a limited time. (Interest)
  3. You walk into McDonald's and see beautiful imagery. (Desire)
  4. You know McDonald's, you like their products, you choose the picture you like. (Action)

Then ...

They offer you the most famous upsell in the world …

“Would you like fries with that?”

And of course you do.

(You’ve just been upsold.)

Finally, they took thousands of spotty kids with no skills or attention and taught them to create a something almost identical each time.

McDonald's

With an estimated 1% of the world’s population set to eat McDonald's today, we’re looking at around 2 billion people eating McDonald's every month.

Not bad.

Seems simple right?

And it kinda is.

But the key ‘takeaway’ (no pun intended) here is this.

McDonald's business processes and marketing systems leave absolutely nothing to chance.

So a system by definition is a bunch of component parts that come together to form a whole.

And every successful business in the world needs a two core systems in place ..

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A “bad” marketing strategy will fail at all the above, rapidly burn through your marketing budget, and provide little return on investment.

A "good" marketing strategy will help you find new clients, help them see the world through a “better” lens, then quickly turn those prospects into new appointments.
Stephen Shaw. Founder of An Artful Science.
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