Food & Drink International - Spring 2017 Volume 1 - 94

d

DISTRIBUTORS

Dare to be Different

>> Brands should be responsive on social media and not ignore mentions. Having a social presence allows brands to have one-on-one coversations and chat directly with followers.

in a friendly, social way? Or does it
seem like they're using the platform as
a self-centered sales opportunity?

3. Be very intriguing.
Ever since coming up with the pizza
emojis - that, when tweeted @dominos, would serve as a pizza delivery
order - Dominos has maintained a social media presence based on innovation, light humor and being plain unexpected. And of course, like a lot of
restaurants, they're running a themed
social media contest which can pay
off nicely with followers when used
in the right context with a fun hashtag
and a decent reward. The trick is
keeping those followers interested after their self-interest wanes.

94

4. Be very funny.
This is where Wendy's excels right
now. Another favorite example involved them (but didn't start with
them), when Jimmy John's tweeted
"Sup @Wendys? [winking emoji]
#KissAGingerDay."
And you know what? If you're wearing your disciplined marketer's hat,
it's hard to be actually funny because
it requires irreverence, quick-wittedness, a solid sense of voice and a
good feel for what's culturally considered humorous - cute ad copy won't
cut it.
Unfortunately, on an hourly basis,
it's a rare social media manager who
can be consistently charming. Arby's
got around that daily challenge by

food & drink international * spring 2017 volume 1 * www.fooddrink-magazine.com

zeroing in on one likely segment of
their demographics and making iconic gaming references built from their
cardboard containers - it delighted
the people who got it, and if it wasn't
precisely what you'd call humor, it
made that human connection.
In the end, making a human connection is the whole point, in any media. But you can't make that connection if you sound, look and behave like
everyone else.
Charlie Hopper is a principal at
Young & Laramore. He is the author
of the blog SellingEating.com, and
the book "Selling Eating: Restaurant Marketing Beyond the Word
Delicious." Hopper may be reached
at chopper@yandl.com.


http://www.fooddrink-magazine.com

Table of Contents for the Digital Edition of Food & Drink International - Spring 2017 Volume 1

Contents
Food & Drink International - Spring 2017 Volume 1 - Cover1
Food & Drink International - Spring 2017 Volume 1 - Cover2
Food & Drink International - Spring 2017 Volume 1 - 1
Food & Drink International - Spring 2017 Volume 1 - Contents
Food & Drink International - Spring 2017 Volume 1 - 3
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Food & Drink International - Spring 2017 Volume 1 - Cover3
Food & Drink International - Spring 2017 Volume 1 - Cover4
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http://www.nxtbook.com/nxtbooks/phoenix/fd_2013winter
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http://www.nxtbook.com/nxtbooks/phoenix/fd_2011fall
http://www.nxtbook.com/nxtbooks/businessmedia/fd_20110708
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