Subway Defies Odds, Becomes Positive Brand Trend
“Given the size and scope of the Subway brand, this commitment is the largest of its kind in the restaurant industry,” added Clabby of Subway’s more than 27,000 restaurants. “We hope that this commitment will encourage other companies in our industry to follow our lead, and that, together, this will drive suppliers to move faster to make these important changes for consumers.”
Absent the comments from Subway, here are “7 Steps to Create a Viral Marketing Campaign” from a January 2015 article in Small Business Trends:
- Make It Visual. Links to tweeted Subway articles often included a photo of a sub being built. Others added the brand logo. Subway itself went low-tech: The brand tweet had no visual and the announcement had an elaborate infographic included in a press release PDF.
- Plan the Message. Be very clear. Subway’s message is “U.S. restaurants will only serve animal proteins that have never been treated with antibiotics.”
- Work the Emotions. Many consumers are being more picky about their food, Subway notes. Some even fear antibiotics. “Play on their fears, hopes, dreams or sense of humor, and your campaign will be far more likely to go viral,” advises the Small Business Trends article.
- Know Your Audience. Subway diners may be more health-conscious than other fast food consumers. “What is it they want from you?” asks Small Business Trends. “Are they hoping for some super-secret information? Are they looking to be entertained? [Do they want] to appear informed and clever? If you can identify these triggers and work them into your content, it will be far more effective.”
- Keep the Campaign Simple. This refers back to Tip 2.
- Launch the Campaign Strategically. At what time will the audience be paying attention?
- Don’t Try to Force It. “Launch your campaign at a strategic time, remind your audience about it casually, and then see what happens,” reads the Small Business Trends article.
What other positive brand stories are trending?