China Food

Who is creating “crazy Thursday” of KFC



“ 
is a hot spot of flowing water, and it’s an iron Thursday.
 ”
When “crazy Thursday” is mentioned, many people will naturally think of “open KFC and buy some finger sucking chicken”.
From the perspective of marketing, “crazy Thursday” is not a good slogan. It is not targeted, clear-cut, accurate, nor brand endorsement. It is more like a half sentence “nonsense”.
However, KFC has successfully reshaped a memorial day with the help of this slogan and turned it into the exclusive brand.
“Crazy Thursday” refers to the regular activities of KFC every Thursday and the regular discounts every Thursday. The most representative is KFC’s finger sucking original chicken and golden crispy chicken, which only cost 9.9 yuan, down 4-5 yuan. While the chicken wings of more than 60 usually need only 29.9 during the event, which is very obvious.
As a simple promotional activity of KFC four years ago, no one expected that “crazy Thursday” would become popular again four years later under the background of fierce competition among fast food brands, frequent patterns of various preferential activities and doubts about fast food, and with the help of consumers’ active participation, it would become a phenomenal brand anniversary, At the same time, the consumer Carnival day of “all things can have Thursday” and “all things can have chicken nuggets with money” appeared.
People will not eat KFC forever, but there will always be people going to KFC on Thursday.
The popular “crazy Thursday”
“Through the Norwegian forest, let me walk into your dream. The sunset falls on my armor. The prince does not necessarily ride a white horse. It’s 12 o’clock at noon. You don’t have to be cold, and I don’t want to make the last entanglement. Finally, who will buy KFC on crazy Thursday?”
Or literary lyricism, or dog blood love, suspense reasoning, an attractive beginning, no matter how real and affectionate the middle. afford much food for thought. The final painting style must be “today is KFC crazy Thursday, who invited me to eat?”
Now, open xiaohongshu, Tiktok, Weibo, official account, Douban, Zhihu… Where there are hot and gossip news, you will find the existence of “crazy Thursday”.
But in fact, the history of “crazy Thursday” has been many years.
In 2018, KFC launched its first “crazy Thursday” special event. The advertising slogan was “crazy Thursday, XX 9.9 yuan”. Most of the main products were chicken nuggets, French fries, hamburgers, etc. with a price of 9.9 yuan.
At the same time, KFC also invited Lu Han, Wang Yuan and other stars to shoot advertisements, and put a large number of advertisements online and offline. However, the results were not satisfactory. After seeing the bombardment of advertisements, consumers had a great rejection of the magic brainwashing songs, which not only cost a lot, but also did not gain popularity.
However, during this period, Kentucky Fried Chicken did not completely give up the “crazy Thursday” activity, but with the help of some hot stars
In addition, the search index of “crazy Thursday” in Baidu index fluctuates regularly. There is no doubt that on Thursday, consumers’ habits of discussion, search and inquiry have been formed. After KFC launched the “crazy Thursday” marketing action, both the restaurant’s revenue and the popularity of public opinion have been significantly improved.
 
As the biggest winner, KFC’s marketing has never been known as a conspiracy, but has been fermented into a well-known “conspiracy”.
And KFC, which has won a lot, won more than just making money.
First of all, it won consumers’ recognition.
On Thursday, I will only go to KFC, because there are discounts, and because of this inertia, in the long-term self-education, it has imperceptibly solidified the purchase path of consumers. This kind of cognition will only be strengthened and formed a virtuous circle in the absence of huge “unexpected” situations.
Second, it won free publicity.
The active and active interaction of users reduces the cost of publicity. When users use various social platforms, they will spread their own content to various media platforms in various forms. This kind of UGC mode has driven KFC’s consumer resonance and value creation on Thursday, and the social relations in the consumer’s private domain are the most effective and lowest cost publicity means.
Finally, he won the psychological code.
Making consumers “want to eat” may be the shortcut to increase the sales volume of the product in a short time, but making consumers always impulsive and want to eat is the development strategy for long-term retention of the product. “Crazy Thursday” is not so much a simple slogan as a “secret code” that interacts with consumers’ psychology. You and I all know the meaning behind it. This meaning is naturally formed and can not be taken away by other brands.
Double 11, double 12, 618… Simple digital symbols have become a carnival festival for brands, consumers and platform parties in the consumer society. Behind this festival is the performance of marketing success, and also the performance of higher requirements put forward by consumers in the planning of brand publicity activities after the consumption transformation.
Can “crazy Thursday” be reproduced?
If “crazy Thursday” is a marketing event, the method is simple and rough, and the discount is in place, and the possibility of being imitated is very high. In fact, it is the same.
Dexter and Burger King set up “weekly membership day”, Pizza Hut’s “scream Wednesday”, Wallace’s “half price day on Wednesday and Thursday”… It is also a day of the week, and it is labeled with preferential and value-added labels to attract consumers to participate. But only KFC is really successful and remembered by consumers.
“Crazy Thursday” is no longer a simple marketing activity, but a “product” developed with the brand. This product is created by consumers and KFC at the same time.
Coincidentally, many of the new tea drinks that have come out with the “half price of the second cup” take advantage of the number of products and take a preferential route
Who is creating “crazy Thursday” of KFC
星期四只会去肯德基,因为有优惠,更因为这种惯性在长期的自我教育中,潜移默化的固化了消费者的购买路径。这种认知在没有巨大的“意外”情况的出现情况下,只会越来越强化,形成良性的循环。
其次赢得了免费的宣传。
用户积极且主动的互动,降低了宣传成本支出。当用户在使用各类社交平台的时候,会将自己创作的内容以各种形式传播到各个媒介平台。这种由UGC模式拉动了肯德基在星期四这一天的消费者共鸣和价值共创,而消费者私域的社交关系是效益最高,成本最低的宣传手段。
最后赢得了心理暗号。
让消费者冲动“想吃”,或许是产品短时间内拉高销售量的捷径,但让消费者一直冲动,一直想吃,则是产品长效留存的发展战略。“疯狂星期四”与其说是一个简单的口号,不如看做是一个与消费者心理互动的“暗号”,你我皆知道其蕴含的背后意思,而这种意思是自然形成,其他品牌拿不走也偷不掉。
双十一、双十二、618……简单的数字符号在消费社会中,变成品牌、消费者、平台方狂欢的一个节日,这种节日的背后,是营销成功的表现,也是消费转型后,消费者于品牌们宣传活动策划提出了更高要求的表现。
“疯狂星期四”能否被复刻?
“疯狂星期四”如果是一次营销事件,方式简单粗暴,优惠到位即可,被模仿的可能性极高。事实上也是如此。
德克士、汉堡王设置“每周会员日”、必胜客的“尖叫星期三”、华莱士的“周三周四半价日”……同样是一周选取一天,并给这个时间贴上优惠、超值的标签,吸引消费者参与。但真正成功并被消费者记住的,却只有肯德基。
“疯狂星期四”不再是简单的一个营销活动,而成了与品牌一同发展“产品”,这种产品是消费者与肯德基同时创造而成。
无独有偶,凭借“第二杯半价”走出来的很多新式茶饮,利用产品数量这一特点,走优惠路线,形成奶茶买两个更便宜的错觉,不仅带来了更高的销量,也在口口相传中,成为一个代表性的营销策略。
值得注意的,在互动营销中,肯德基并非个例。
出圈的老乡鸡营销,凭借一句“咯咯哒”,火遍全网,在双方互动中,形成了较强的消费者品牌认知。
但与“咯咯哒”相比,“疯狂星期四”的价值回报更高,不仅包括产品现实的价格优惠,也有社交层面的满足感和获得感。而且,这种满足感没有时间截止。
华中科技大学新闻与信息传播学院广告系讲师、美国广告学会年会评审员汪让在接受媒体采访时表示,“疯狂星期四”可以是一个事件营销,也可以是打折促销活动,或者是“造梗”活动,不管是什么都是可行的营销策略。
但是它们能不能起作用,关键看品牌的营销目标和所选择的营销策略是否匹配,同时也看具体的创意设计是否得当。
一定会有下一个“疯狂星期一”“疯狂星期日”,但“疯狂星期四”却只有一个,且只属于肯德基。对于肯德基来说,抓到这一销售红利机会是营销和运气双重作用的结果,后续高效利用和发展,则是需要其深入研究市场规律、受众兴趣等多重因素,进行更多的产品创新、品牌升级,更好的发挥“星期四”的价值优势。
原文标题:是谁在创造肯德基“疯狂星期四” | 营销观察
者:橘子;来源:新消费智库(ID:cychuangye),转载已获得授权。
转载授权及媒体商务合作:Amy(微信号:13701559246);
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