QSR, NRN & Campaign all publish new articles penned by Joseph
01/02/17 Branding & Marketing Strategy , In the press # , , , , , , , , , , ,

QSR, NRN & Campaign all publish new articles penned by Joseph

2017 has started off with a bang. Our work has been recognized by industry leading publications, GD USA and Print, and over the last couple weeks restaurant and advertising industry publications have shared our thinking. We’re constantly pushing the envelope here at Vigor, and part of doing that is having a finger on the pulse of people’s behaviors and how it affects the restaurant and beverage industries. Both industries are constantly fighting in a sea of sameness; vying for just a modicum of attention from key markets. Whether startup, or growing brands, understanding how your brand fits into their world is paramount for success. The three articles recently published cover some key issues facing restaurant and beverage brands, today. Have a read, and please share if you enjoy.

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Why Are Beer Brands Still Ignoring Women?

Campaign Magazine

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4 Ways Restaurants Can Win Over Generation Z

Nation’s Restaurant News & Restaurant Hospitality

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The New Rules for Naming Your Restaurant

QSR Magazine

 

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Free screening of Design Disruptors
17/01/17 Branding & Marketing Strategy , Design Events # , , , , , , , , ,

Free screening of Design Disruptors

Our friends at iris are bringing a great new design documentary film to your eyeballs … if you live in Atlanta. Sorry world. Design Disruptors is about the future of business and how it’s being written by companies and products that are changing the game of stagnant industries. It’s extraordinary thinking and participation-focused creative that’s making waves. Their secret? The transformative power of design thinking.

The documentary reveals a never-before-seen perspective on the design approaches of these companies and how they’re overtaking their industry through design. The restaurant and beverage industries are riddled with sameness. The industries are prime for disruption and this documentary will help spark new thinking and ideas to apply to what’s next. Checkout the trailer, and RSVP for free admission!

DESIGN DISRUPTORS Trailer #2 – A documentary from InVision from InVision on Vimeo.

WHEN: Thursday, January 26th at 7pm
WHERE: Plaza Theater in Atlanta / Briarcliff Plaza @ 1019 Ponce De Leon Avenue NE
RSVP for FREE ADMISSION

 

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Erasing the Line: Why linear thinking is a fast-track to failing
29/04/16 Branding & Marketing Strategy # , , , , , , , ,

Erasing the Line: Why linear thinking is a fast-track to failing

When speaking with marketing professionals and restaurateurs conversations inevitably turn to new medias, or discussion of which medias are more successful than others. It’s easy to fall into these chats because the landscape of marketing tactics is an ever-changing world. Focusing on new medias or traditional tactics with new features isn’t wrong, but it does play into a large problem commonly found in the world of marketing restaurants and beverage brands: Linear thinking.

Often times marketing strategies take a media-first approach. Brands hear the latest and greatest thing, or a sales person sells them on a “magical silver bullet” media. They take the bait and run with implementing creative specific to said media and anxious await the results. The results rarely show up, and when they do they are almost never up to expectation or promise. Immediately, it’s the fault of the media because “it doesn’t work” and “not worth the money.”

The problem isn’t with media, it’s in the thinking. See, successful marketing isn’t a linear process. Each consumer has a different journey he or she takes to land with food on a fork or drink in hand. We’re a dynamic people who are affected differently by different things and influenced at different moments of our lives. With this kind of ebb and flow, it makes sense that no singular media outlet or tactic can claim to be the end-all, be-all. Nor can you expect it to delivery on such lofty promises.

Instead of attempting to draw a line between a media and the end result of butts in seats, heads in beds, and/or drinks in hands, you need to retrain your brain to think of marketing as weaving a net. Successful marketing is an interwoven, interlocking team of many touch points that work in unison to create many opportunities for conversion. Collectively it is powerful and successful, but only as powerful as what’s locking them all together: The idea.

It’s the idea, the passion, and the “why” that matters most for a brand. That idea must be communicated concisely and with passionate fervor across every single interlocking moment. The idea should dictate the media that delivers it and the results can vary. It’s not always leading directly to a conversion of sale. Sometimes it’s building awareness, or boosting word of mouth. Sometimes the idea is meant to alter understanding or clear misconceptions. Even these semi-intangible results have undeniable benefits to the brand’s bottomline. It’s just extremely difficult to measure because the customer is on a journey that’s far from a straight point A to point B line. Instead, it’s a multiple destination experience. And, yes, it should end in sales. The “end” is just farther away than you think most times.

My advice is to destroy the idea of a straight line, and start thinking about each destination as opportunities to bolster brand love while ushering them towards the ultimate, but not final, destination of conversion.

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