CMGT 541 Classmates – Freaky Fast Delivery Post
As the end of week two approaches, I wanted to share with you a fairly new fast food sandwich chain restaurant that used integrated marketing communicating. They were successful in the mid-west and now in making big moves in the golden state (California). This sandwich chain is Jimmy John’s Gourmet Sandwiches. Press to view Jimmy John’s – Our Story
From reading his story on how he got started, you would think he took our class as he shared every step he took to create Jimmy John’s sub shop. The steps mentioned on the website sounds like the requirements we will have to do for the integrated marketing communication plan. My goal with this blog is to share with you how this rising sandwich chain is making its way to becoming a nationally-known restaurant by using integrated marketing communication.
As we already know, integrated marketing communication (IMC) is the concept used by companies to make certain that all their communications are consistent and effective throughout all media platforms.
In past years, companies have been known to provide different messages per different platform. Instead of having multiple messages that have no common topic, the IMC is the main message you are trying to communicate with your audience. It is important for us to create the integrated marketing communication as this will helps us analysis all the resources we find, and to target the audience we are seeking. This is why we (in our respective groups) need to start understanding and identifying our IMC prior to pitching ideas.
In order to come up with great IMC theme to win the other sections at judging time, we must take some important steps.
Step 1. We need to first analysis the market.
A. This means to conduct a SWOT analysis.
Step 2. Conduct a target market analysis.
Step 3. Conduct a competitive analysis to know enough about competitors.
A. This helps us in understanding our competition and also, validates if there is any of the strengths and weakness that can help provide a competitive advantage over our competition.
After we have a full scope understanding of all three steps, we can move forward to finding a message that communicates the value to our the target market.
Returning back to Jimmy John’s Gourmet Sandwiches, the owner Jimmy started off by researching the market of hot dogs stands, where he originally wanted to create because of his love for Chicago-style hot dogs. Jimmy was able to create a menu and a list of all the equipment he would need to open his hot dog stand. After much searching, he found out that the cost of the hot dog stands equipment cost twice as much of a sandwich stand. That’s where the sandwich business came into play.
The owner, Jimmy, knew that he was against pretty successful sandwich restaurants such as Quiznos, Togo’s and the biggest of them all Subway. Jimmy John’s understood that they needed to find a special and unique trait about themselves to go against these well-known competitors. Subway as we know now from week 01, has big budgets to create memorable and long-lasting messages that connect emotionally to a specific target audience. Jimmy John’s knew that the strategy Subway was using would be difficult for them as they are fairly new to the sandwich chain. What Jimmy John’s most likely did is research Subway left to right and found out many other areas they could not win, such as, the taste of the sandwich, or the pricing. Jimmy John’s looked at something beyond the norm, and identify areas that Subway couldn’t do like delivery services. This was the money ball where Jimmy John’s focused immensely on delivery service and their IMC was created. Their message was clear and concise; Jimmy John’s incredible and catchy slogan was created. “Freaky Fast Delivery!” Click on this links to view the videos used with this IMC. Their Youtube channel also has many videos as well.
https://youtu.be/i94m8RcKOj8
Now, just looking at those videos; did I make you just a bit hungry? Well, that’s how amazing an IMC can help do to win the competition for this course. We can create a sense of action to our potential clients by having the right understanding of our client, their target market, and their fierce competition.
Has anyone else seen any uprising companies that are using great IMC to connect to our emotion or causing us to take an action? If so, mention them and share with us how the IMC connected to the company.
This is just the start of helping us create top-level presentations to win what we all hope to win at the end of these 14 weeks.
Fight On Trojans!
-Shannon Brooks
Post #1 CMGT 541 Section C Dr. Muthuswamy
Reference
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