It’s the name!
Michael Keaton, The Founder (2016)
I went through Ray Kroc’s monologue a couple of times before understanding what he meant during the final reveal. Don’t get me wrong. ‘The Founder’ is a great, inspirational movie, comparable only to equally self-entitling brand promotions, like ‘The Social Network’ or ‘The Internship.’
Yet, if you really squint your eyes to the fine prints (like on the McDonald’s hampers), there is a takeaway. You’ll know that to create a lovable brand, you have to first make it relatable. In other words: there must be an inherent connection with your brand before you nurture it into a strong, sustainable relationship. McDonald’s did it with their name.
McDonald’s – a name that could give ‘Uncle Sam’ a run for his money. Modest like a countryman yet recognizable amongst Capitol elites – it captured the nation’s pulse in just nine characters. Mr. McDonald could be from anywhere across the striped and starry plains. The work for in-house innovators was to capitalize on the attention they received and provide substance to the already built relationship.
No, Mr. McDonald did not run for President. But imagine the results if he did!
McDonald for President: 5 Sure-shot Campaign Ideas to Win an Election
McDonald for President, because…
- He took his corporation of over 400,000 people through the worst economic crisis in the country, and thrived.
- His humble presence and noble cause for serving people has been accepted in over 119 countries.
- His main priority is his constituency… of loyal customers. Under his rule, about 32,000 eateries have seen phenomenal rise in healthier menu items at affordable prices and reduction of excess sugar and salt content in food portions.
- His visions have set industry precedents. An efficient amalgamation of franchisees and company-run restaurants have kept the corporation profitable as well as provided dependability for thousands of local chain affiliates.
- He is one of the most influential leaders of the world, endorsing renowned events like the Olympic Games and the FIFA World Cup.
One has to remember, though, McDonald’s remained the same hot-dog stand in a small California town for its beginning 15 years – with the same great quality food and its proprietary round-the-clock production system. Only when Ray Kroc took over did the brand start its journey to becoming the national emblem of trust today. Even without the crown, McDonald’s has won the election of hearts worldwide.
And that brings us to the valuable lesson: It is not about the food. It is not about the system (nor the name). It’s the connection that sticks.
Campaign managers: take note!
The 5 Election Campaign Ideas from McDonald’s Model of Trust
1. Respect the Local
McDonald’s doesn’t serve in Japan the same food that it serves in the US.
It can, but then the customers will have an open choice to either accept or reject their menu. And it’s always harder to win customers the second time. Similar for voters.
On the other hand, respecting local cultures reduces the chances for voters to reject you on the face. Connecting through localization has great impacts on your overall campaign responses too. Concentrating on local issues will also help in organizing your future action plan.
McDonald’s has specialized menu items for each country it has set foot on. This has established their local connection and provided a potent product for stable returns.
2. Go Multichannel, Go Seamless
Brand awareness: 101! During its time, McDonald’s has been featured in from bus tickets to the Olympic stadium… and everywhere in between. In the digital era, it is equivalent to staying active in all channels.
If there is one update, break it down into smaller promotion materials. Make scripts for promo videos, radio broadcasts, social media posts, form text notifications, poster graphics, print brochures, and as many campaign resources that you can get your hands on.
Be creative. McDonald’s came a long way to create one of the top influencer brands worldwide. And its credibility was built by staying in the news – everywhere.
3. Make it Personal (for them)
What do your voters care about most: themselves! And whom would they trust for political recommendations: other voters!
So unless what you are saying addresses their personal issues directly, campaign recipients will hardly convert to active responders. Keep aside being willing promoters!
One of McDonald’s key achievements was to bring the franchise model into the restaurant business. Being partners, the franchise owners became more responsible about the brand and started treating it like their own business. Personalize your campaigns for individual preferences.
4. Laugh More!
During its later years, McDonald’s drew a lot of ire over health issues regarding their food items. An entire documentary Super Size Me (2004) was shot to showcase the bad effects of following a McDonald’s diet.
In response to the situation, healthier menu options were introduced. Providing nutritional information on the packaging became a standard. But the main takeaway from this was the corporation’s attitude towards the bad press. While the brand faced much criticism after this experiment, they drew a straight face and went to work on it.
Reputation management is an intrinsic part of electoral campaigns. Have immediate response teams ready at your disposal. Appreciate positive responses, mitigate distresses and try to analyze negative comments. Make it a practice to send feedback forms for each response gathered.
5. Lead by Example
In 1955, there were only a few pan-national food chains in the US. When McDonald’s started to expand, their taste became their USP.
They lived up to the people’s trust by catering the exact same taste all around the country. One could find the familiar taste of a Big Mac or a Happy Meal wherever they went. McDonald’s became the flavor of the nation.
You have to be trustworthy to gain people’s trust. It starts with following your own words. Check for incoherencies within your campaigns. Do a SWOT analysis on your campaign plan.
Get in touch with your constituency right away! Schedule your holiday wishes with our Smart Scheduler feature, and raise your reach rate by at least 11%!
(Assignment for CallHub.io | Dec 2017)
