Go Big or Go Home!

Nationally, Taco Bell has introduced breakfast to its menu as a way of adding a (hopefully) lucrative daypart to their business mix.  Frankly, Taco Bell for breakfast seems like a long shot.  Mexican isn't necessarily the first food type that you think of for breakfast ... and McDonald's is very well entrenched with its breakfast line and substantial breakfast advertising budget. 

So, I understand the trepidation Taco Bell operators may feel about introducing a breakfast line.  Be that as it may, I've always believed that you don't do things "half way."  Go big, or go home.

Unfortunately the operators in Hawaii have chosen to "kinda" introduce breakfast.  They just ran a full page newspaper ad.  The problem:  They only introduced breakfast into "selected" stores.  The problem for the consumer is that breakfast at Taco Bell can't just be a spontaneous decision ... "I'll pop into a Taco Bell for breakfast."  They have to know which units offer breakfast.  For the operators, this means that they can't really advertise breakfast, because it isn't offered at all their locations.  My guess is that this will not end well. 

By the way, the ad lists the Taco Bell units that offer breakfast, but they aren't in alphabetical order.  My guess is that they are probably listed by the store number.  So if I want to know if a particular restaurant has breakfast, I have to really read through the list.

The operators of Taco Bell in Hawaii also manage the Pizza Hut restaurants ... and in the past they did the same thing for lunch pizza buffet.  It is only offered in some stores ... and it isn't advertised.  And it isn't doing well. 

Compromises in marketing are seldom a good idea.  Go big or go home. 

Intelligent Monday Morning Quarterbacking

Superbowl, for many, is as much about the ads as it is for the game.  During the telecast (and for weeks following) there is lively discussion about which were the "best" Superbowl ads. 

Unfortunately, the criteria for "best" is often "most likeable" or "funniest" ... causing many advertisers to spend millions of dollars in pursuit of a laugh or a mention on the Tonight show - but completely missing the mark when it comes to ROI on that very big investment. 

I've had clients who are anxious (crazed, even) to spend a bundle because they want to be seen in the big game.  My advice is consistent:  it's a good move only if it fits into your overall marketing approach and contributes to your brand equity.  Otherwise, it's a colossal waste of money. 

Here are two refreshing approaches to assessing the effectiveness of Superbowl ads.  Northwestern University's  Kellogg School of Management analyzes the ads (and grades them A to F) based on their ADPLAN model (looking at Attention, Distinction, Positioning, Linkage, Amplification, and Net Equity.  The result:  six As and six Ds and Fs.  Click here for the link. 

Here's another common-sensical (and sober) view of lessons learned from Superbowl from Business Journals.  Click here for the story. 

The Superbowl can be a stunning marketing opportunity or an unequaled marketing bust.  It depends on how you play the game.