The article Why Taco Bell Went Loco for Snapchat is all about how Taco Bell’s unique marketing strategy has helped propel the brand to it’s current state of fame.
There are a number of valuable lessons that other brands can take from Taco Bell’s marketing success.
- Take little bets. In 1962, Glen Bell took a not-so-little bet when he decided that America needed a fast-Mexican restaurant, going beyond the traditional burger and hot dog options that were available at the time. Today, Taco Bell is still taking bets and risks when it comes to their marketing strategy. Rather than sitting back and letting other brands be first to have success with a new medium, Taco Bell is willing to bear the risk of trying something new first, which is a valuable lesson in moving a business forward.
- Know your audience. Taco Bell has expertly connected with millenials by meeting them where they are – mainly, social media, and by catering to their lifestyle. For instance, millenials don’t stick to three meals a day – they snack around the clock, so Taco Bell introduced its Happier Hour, where they ran food specials from 2-5 pm. They’ve also introduced late night food options for night owls who still want a tasty bite. Taco Bell has even gone as far as partnering with Lyft to let users initiate a ‘Taco Mode,’ where they can have their Lyft driver take them through the Taco Bell drive thru between 9pm and 2am. This is an important lesson in truly knowing your audience and catering to their wants/needs.
- Utilize multiple channels. The brand has been great about engaging with customers across multiple channels- from TV to snapchat to Instagram, Twitter, and more. This helps to create a more immersive experience and creates continuity for the brand’s image and voice.
- Take it further. Even though Taco Bell puts a lot of effort into it’s social media presence – clicks, views, and likes aren’t enough. President Brian Niccol was quoted saying that the brand is more concerned with people repeating a story, co-creating, or sharing it. This is a great lesson in meaningful insights that translate into real business value. While a post may have 500 views, they may be empty views that didn’t translate into much. However, if a post only has 200 views but 300 shares and a number of mentions and co-created posts, then it has some real traction.
Unorthodox as it may seem, today’s brands can learn a lot from Taco Bell. From taking risks to meeting your audience where it matters to looking beyond traditional metrics, Taco Bell’s marketing strategy is littered with key lessons in how to successfully grow a brand.