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When is a Hamburger More Than a Hamburger?

the importance of product and brand marketing for differentiation of hamburgers

When it comes to successfully selling hamburgers, skillful marketing isn’t optional – it’s a requirement.

Hamburger restaurants are everywhere. There are so many that their identities often seem to blur together. Convincing potential consumers to choose one particular burger place over the others is one of the biggest challenges in marketing.

But chains such as Shake Shack, Five Guys and Smashburger are up to the task. Shake Shack is succeeding with a marketing strategy that emphasizes the use of high-quality ingredients and a spirited workforce as a way to draw diners away from the No. 1 burger seller, McDonald’s.

Differentiate Your Brand, Products

Whatever approach it takes, savvy marketing works. McDonald’s, which sells nearly 6.5 million hamburgers a day – that’s 75 every second – is feeling the pinch of competitors who are creating brands that are distinctive in consumers’ minds. To reverse recent sales losses, the chain began serving breakfast all day and allowing customers more freedom to customize orders.

Even if you are not in the burger business, you may be having difficulty separating your brands from competitors. An experienced marketing partner can help.

Because many consumers make their buying choices in the store, the retail level is a great place to start a marketing strategy. For a relatively small investment, your company can use these three methods to raise the profile of your brand:

  • Signage. Banners in windows or on the side of buildings encourage potential customers to enter the store or look for your product on the shelf.
  • Point-of-sale displays. New product introductions or special promotions get more attention when POS displays are utilized.
  • Product packaging. The final chance to influence a consumer’s perception is often the best chance. Packaging materials, shapes, lettering, fonts, and colors have a big impact on sales.

Successful marketing should start with a goal. Pacific Color Graphics can help you design a vision for your brand and make it reality with our full line of marketing services.

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