![]() Recently I had the luck to experience this technique first hand – or more like fall prey to it. While we’re on the topic, what do you think the cost is on a cup of coffee? I would guess no more than 50 cents a cup – including cream, sugar, etc etc… And that’s already a 100% mark-up at least!Įxhibit B: Bundling. Don’t forget, a McDonald’s coffee is also slightly cheaper than big coffee dominators like Starbucks and Tim Horton’s, and economical customers like that. Anyway, you multiply that by 365 days, and well… that’s a lot of revenue coming from a single person. To them it’s almost like a cheap, risk-free addiction. Every day, almost without fail, people will get their daily fix perhaps even two or three times a day. The beauty of it is coffee is one of those those things that are almost daily necessities. So people walk in, try one and decide they like it, so they come back. Quite honestly, not long ago I seriously doubted that McDonald’s, a fast-food chain, could make any decent coffee… And look where I am now, up to my eyes in caffeine (Hey, it was free alright?). Customers who may never have tried a McDonald’s coffee think, “Hey, why not.” And I mean really, why not? There’s minimal costs involved, and the risks are absurdly low. So what are they doing, dumping what must amount to millions of dollars on high frequency television, radio, and internet ads (just to name a few) solely devoted to spreading the word about free coffee? Let’s break it down:Įxhibit A: Behavioural conditioning. Multiple times a year they have these free coffee giveaways some require coupons, some limit the drink size, and some are completely free like the ongoing one. And I’m sure McDonald’s probably already got it figured out. There’s almost a science to giving away free stuff. Let’s just hope they aren’t causing car accidents and such! Besides, we could definitely use a good laugh like this when we’re waiting at the bus stop or at a red light. ![]() ![]() Sure, they might cost quite a prettier penny than the regular ads, but in the end, it’s a good investment to demosntrates the company’s innovation. And I give it attention not because the product is relevant or interesting, but because the ad itself is interesting, which by association makes the product interesting. Creative ones like these bus ads, however, present themselves one at a time. Indeed, I feel like I’ve trained myself to tune out the orthodox methods of advertisement because there are simply way too many. And I’m sure I’m not the only one who changes the channel when advertisements come on, flip past the pages with ads on them, skim over online banners, and close annoying pop-ups in a flash. Now there’s a refreshing step away from the mundane. I was thinking about one of the ads Tamar showed in class regarding the Stop Smoking campaign that was “integrated” with the bus, and I looked around for some more like it that creatively use its placement as part of the image. ![]()
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