Category: Great Marketing & Branding
Moscow and the Big Mac.
It must have been 8 degrees outside; maybe 9. The tip of my nose was frozen, and it didn’t look like the snow was going to stop. The line was long, and we were quite a ways back.
Moscow, February 1993.
It was our second trip to Russia. There would be more. The Soviet Union had formerly broken up a couple of years earlier and the line we were standing in was outside one of the first MacDonald’s in Russia.
Russians loved the burgers, at that time treating the fast-food restaurant like fine dining.
There would eventually be 850 locations in more than 100 cities in Russia selling Big Macs. But with Putin’s invasion of Ukraine, global politics changed, and McDonald’s management pulled the plug in June of 2021. All of the golden arches were sold to a Russian businessman, and you can no longer buy a Big Mac in the land of borscht and Bolsheviks.
While 850 locations may seem like a lot, the fact is that MacDonald’s has 40,275 restaurants in operation and closing or selling off 850, isn’t as big a dent as you might think. There are golden arches in 133 countries worldwide. From Pago Pago in American Somoa to Ho Chi Minh City in Vietnam, MacDonald’s restaurants generate more than $23 billion a year in annual revenue.
In fact, they are the largest restaurant chain in the world.
And they have one thing in common with the largest coffee chain in the world and, in fact, with the largest corporation in the world: ….yep, they survey.
“To remain number one in the fast-food industry, McDonald’s frequently uses market research to make its customers happy.”
“In the case of McDonald’s, a positive attitude when it comes to listening to their clients has allowed them to excel and rapidly grow to become a global fast-food chain.”
https://mcdonald551991527.wordpress.com/2019/11/10/mcdonalds-market-research/
Are you getting the picture?
MacDonalds – one of the most successful companies in the world – surveys. And, frankly, so do thousands of other successful companies
How about you?
Surveyed your customers or prospects lately?
You want to your drive your sales and income?
“We took bids on this project, and none of your competitors offered such a short turnaround…. At the same time, your cost was lower than all the competitive bids, again permitting us to move quickly and get more for our budget for this project than we would have afforded from anyone else.”
K.C., Ph.D., Vice President, Systems & Information
Call or email me about who you want to survey and pricing (which will be more
Best,
Bruce
Bruce Wiseman
President & CEO
On Target Research
www.ontargetresearch.com
Br***@**********an.net
1-818-397-1401
Starbucks Vs Apple
A few days ago, I wrote an article about how Apple used market research and surveys to help them become the largest corporation in the world with a market cap of $3 Trillion. Three trillion!!
Let’s look at another world leader: Starbucks. Starbucks is the largest and most successful coffee chain in the world.
With a market cap of $113 million, Starbucks doesn’t have Apple’s market cap – nobody does. But the company has 35,711 units operating worldwide, generating $25.3 billion a year in revenue.
That’s a lot of Joe.
Apple, the world’s largest corporation, and Starbucks, the world’s largest coffee chain, have one thing in common…
“However, it is no secret how they became the number one coffee company in the world …
“Starbucks became the largest coffeehouse chain in the world because of its value for market research.
“Over the past 14 years, Starbucks has used market research by obtaining consumer feedback…
“These ideas can range anywhere from new offerings to minor changes in a current product. Starbucks considers all customer feedback for its business and marketing strategy.”
How about you and your business? Are you charging toward the top?
Have you surveyed your customers lately? Your prospects?
You might be surprised with what you find.
Surveys drive sales and income.
We have been conducting surveys for more than 25 years.
We get results.
Do what the most successful companies in the world do to drive sales and income? They SURVEY.
“On Target is fantastic. Their ability to extract relevant and powerful data from C-level executives is remarkable. In a short period of time we were able to get profound insight into the hearts and minds of our potential clients. Their research is invaluable for all of our marketing, branding and sales initiatives.”
Call or email me with any questions about surveys for your company.
Best,
Bruce
Bruce Wiseman
President & CEO
On Target Research
www.ontargetresearch.com
Br***@**********an.net
1-818-397-1401
What did Kellyanne Conway know?
There was an interview of Kellyanne Conway toward the end of the 2016 presidential election cycle. “Everyone” of the polls predicted that Hillary would win the election.
Everyone knew it and the polls showed it. As one example, here’s a headline to a story from CNN on October 23, 2016, that showed Hillary up 12 points 2 weeks before the election.
New poll shows Clinton over Trump by double-digits
https://us02web.zoom.us/j/7776173333.
Well, everyone knew it except Kellyanne Conway. Kellyanne felt Trump would win and said so. Why? Well, before Kellyanne officially took over the Trump campaign she owned and operated a survey company called The Polling Company.
Kellyanne, knew her survey technology. She knew that respondents will often answer survey questions with a “social” answer.
As he comes into his office one bright Monday morning, Dr. Lawrence Jessup, DDS, walks by his office manager, 27-year-old Margie Swanson, sitting at her desk looking at a computer screen.
“Good morning, Margie,” says the good doctor. “How are you this morning?”
“Fine, Doctor Jessup, just fine.”
Fine is a “social” answer to the question.
Margie had a fight with her boyfriend last night. She is hungover.
“Fine” is a social answer to the question.
And that is what Kellyanne could see in the responses to the surveys being conducted by other polling firms. You have to be a pro to discern the difference between social answers and real answers to survey questions. Kellyanne is a pro and could see that the pro-Hillary or “anti-Trump” responses were social answers.
A pro can see beyond the social answers and discern the true feelings of the respondent.
The real key to this is done by creating survey questions that prompt answers that cut through the social veneer. Kellyanne knows how to write those questions.
And so do I. With more than 30 years conducting surveys for companies in virtually every sector of the American economy as well as Europe, Australia, and Mexico we know surveys.
We know how to create questions that will get you honest answers from your clients and / or your prospects. We also know the proper technology of survey tabulation that finds the “hot buttons” you can use in your marketing. The “buttons” from these surveys also enable us to create positioning surveys, the results of which create an instant familiarity and understanding of your brand.
Just ask our clients.
“Working with Bruce was like working with the Roger Federer of Surveys. The questions evoked exactly what our public was thinking. Now with the button and positioning in place our promotions are like an arrow going through tissue paper rather than a fist into a brick wall. Our copy and imagery say exactly what the clientele is thinking and therefor procures more leads.
You served up an ace Bruce. Thank you.”
We conduct competitor research, survey your customers, survey your prospects all of which enables us to come up with recommendations that will make your cash register sing.
Contact me for a quote. Surveys may be just more reasonable than you think.
Best,
Bruce
Bruce Wiseman
President & CEO
On Target Research
www.ontargetresearch.com
Br***@**********an.net
1-818-397-1401
