SBP 070: The Barber's Brief - May 9, 2024

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News In the News Meteoric Rise & Fall of Prime: https://finance.yahoo.com/news/meteoric-rise-stunning-fall-prime-130900275.html Adweek: Google Delays Cookie Deprication a Third Time https://www.adweek.com/programmatic/google-delays-cookie-deprecation-for-the-third-time/ Why most launches fail to grow your brand? https://www.linkedin.com/pulse/why-do-most-launches-fail-grow-your-brand-prof-dr-koen-pauwels-wwsfe/ lobal social media ad spend to approach £200bn in 2024 https://www.marketingweek.com/social-media-spend-200bn/ Marketing Moment: McDonald’s: A 15-Year Brand-Building Triumph Background In the early 2000s, McDonald’s faced significant challenges in the UK. Cultural outrage and negative perceptions threatened its very existence. However, the brand’s resilience and innovative approach helped them turn the tide. The Crisis Context: McDonald’s was once a beloved part of British life but had lost its luster. Crisis: A series of events damaged brand perception, putting the business at risk. Abuse claims - https://www.bbc.com/news/business-66231131 McDonald's runs out of milkshakes in England, Scotland and Wales - https://www.bbc.com/news/business-58315152 The Unique Approach Emotional Brand-Building: McDonald’s focused on emotional connections rather than just transactions. Target Audience: Instead of narrow segmentation, they aimed to reach the entire nation. TV Advertising: TV remained their primary medium, allowing broad reach and emotional storytelling. Results Commercial Growth: Despite PR crises, market fragmentation, and Covid-19 disruption, McDonald’s thrived. £4.7 Billion Net Revenue: Their brand-building efforts contributed significantly. Case Study Gold: Recognized as the most effective restaurant brand case study by IPA. References: Mcdonald’s Marketing Strategy 2024: A Case Study: https://thebigmarketing.com/mcdonalds-marketing-strategy/  McDonald’s: Keeping customers Lovin It for 15 yearhttps://www.thinkbox.tv/case-studies/brand-films/mcdonalds-keeping-customers-lovin-it-for-15-years Ad of the Week Trucker Napp VW Meteor Link: https://youtu.be/5RBayTVBUlQ?si=CxGSUuaH9nyJmErN 42% of auto accidents are related to lack of sleep In Brazil, truck drivers suffer the highest # of fatal accidents while on the job Pressure to get deliveries to a location often forces them to not sleep VW & Livelo (Brazil's largest reward program) created the Trucker Napp app Connect smartwatch to the Trucker Napp app Earn points for sleeping Better sleep quality = more points The more points a company fleet earns, the more discount the company gets from VW Timestamps 0:00 - Introduction 0:45 - In The News 0:50 - Prime Energy (The Rise and Fall) 5:40 - Google's Cookie Deprication Delayed. Again. 9:04 - Why Most Launches Fail to Grow Your Business 14:00 - Social Media Has Now Overtaken All Media Channels in Spend 17:00 - The Marketing Moment - McDonald’s: A 15-Year Brand-Building Triumph 23:00 - Audience Q/A 27:00 - Ad of the week