Jakarta, CNBC Indonesia – Recently on social media, the fast food restaurant Burger King has appealed to the public to buy its competitors’ products such as McDonald’s to KFC and others. This step turned out to have drawn widespread sympathy from netizens in the midst of the difficulties in the restaurant business being affected by the Covid-19 pandemic.
“It never occurred to us to ask you to do this, but any restaurant with a thousand employees needs your help right now.”
“If you want to help out, still treat yourself to delicious food via delivery, takeaway, drive-thru. Enjoying the best choice of Whopper (burger), but ordering a Big Mac also doesn’t hurt, “wrote Burger King, uploaded on Tuesday (3/11/2020).
Yuswohady, a marketing observer, responded to the action taken by Burger King. He said what Burger King did was part of the concept word of mouth marketing aka word of mouth marketing. He said what Burger King had successfully attracted the sympathy of the citizens and went viral on social media.
“With this campaign, which previously did not have Burger King lyrics, now it has become eye-catching, the impact is for Burger King to raise its reputation and awareness, “Yuswohady said to CNBC Indonesia, Wednesday (4/11).
He said this kind of marketing trick was right for companies or brands to do, to attract sympathy rather than strategy hard selling. During the current pandemic, strategy hard selling less appropriate to do such as selling on the side of the road which actually reduces reputation and is not necessarily effective. Precisely what Burger King did was trying to attract sympathy.
“The angle that is taken is smart, the angle is business concern for employees. Brand interests are sidelined. This (restaurant) should be bought, if it is purchased, restaurant employees will not be laid off,” he said.
Yuswohady said that in the US this kind of strategy had been implemented before. Strategies to attract sympathy, the opposite of what usually attacks or pokes at competitors.
Will it also have an impact on sales?
“The effect is the company’s reputation, image which will improve, if the effect of selling is not in the near term. People don’t buy it right away. The effect in normal sales will not be really great, “he said.
According to him, during the current pandemic, brands had to create unique or unusual creativity so that it became a concern until it went viral even though the effect was only short-term. Although not all strategies to steal the attention can work smoothly, this time it must be admitted that Burger King is able to steal the attention.
“From what Burger King did, I see it was deliberately prepared,” he said.
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