Group Discussion_Week 8_Group 10

 

Group Discussion_Week 8_Group 10

 Group Members:

Liu Zhilin

Chen Chenyu

Wang Ziling

Luo Yingxue

Qian Zirui

Huang Yufei

The POE Framework of McDonald's

Paid:

1. Digital Advertisements

McDonald's electronic advertising channels are very diversified, including short video platforms such as YouTube, TikTok; social platforms such as Instagram, Facebook and so on. Due to the large number of users in these platforms, McDonald's advertisements are able to reach more demographics from different backgrounds and provide localized campaigns according to their location.

2. Outdoor Advertisements

McDonald's has also put a lot of effort into physical outdoor advertising as well. Station billboards, mall floor guides and building LED screens are all included in McDonald's outdoor advertising avenues. For example, MacDonald once designed a Ronald McDonald's bench to allow consumers to take photos.

3. Television Ads

By running ads during popular television shows, sporting events and other high-visibility programming, McDonald's is able to reach a wide audience. Through appealing visuals, memorable jingles and mouth-watering food images, McDonald's TV commercials impress consumers, strengthen the brand image and promote menu products.

Owned :

1. Official Website

McDonald’s official website provides a wide range of content, including company information, menu details, promotions, nutritional information, and company news. It serves as a core platform for displaying the brand's latest updates and maintaining brand presence. https://www.mcdonalds.com/us/en-us.html

2. Mobile App

McDonald’s app (such as McDelivery) offers online ordering, loyalty points, and coupons. The app delivers a personalized experience with convenient services and pushes notifications for new offers, boosting user engagement.

3. Social Media Accounts

McDonald’s operates official accounts on social platforms (like WeChat, Weibo, Douyin, Xiaohongsghu, Instagram, and Facebook). Each platform caters to different audience segments and provides various and instant brand updates and engaging content, increasing visibility and user interaction.

4. In-store Media

This includes menu boards, in-store digital screens, tray liners, and packaging designs. Through these in-store channels, McDonald’s communicates brand stories, promotes new products, and shares current offers, enhancing the customer’s in-store experience.

5. Membership System

McDonald’s membership system, accessible through its app and mini-programs like on WeChat, allows members to earn points with every purchase, whether ordering through the app, drive-thru, counter, or kiosk. This system boosts customer loyalty, encouraging repeat visits and providing personalized recommendations based on member data.

6. Email Newsletters

McDonald’s regularly sends email updates to subscribers, featuring new products, promotions, and company news. Email provides a direct communication line to users, making it an effective tool for targeted promotion.

Earned：

1.Brand Influence and Word of Mouth

McDonald’s enjoys high brand influence and popularity on a global scale. The quality of its products and services has been recognized and praised by a large number of consumers, winning a favorable word of mouth. Consumers share and recommend  McDonald’s through social media and other channels, further expanding its brand influence and market share.

2.Media relations

McDonald’s has close relationships with major media outlets around the world, providing extensive coverage of its brand events and product launches. For example, when McDonald’s launches limited-edition products or partners with other brands, it tends to attract great media attention, thereby increasing brand awareness and increasing public interest.

3.Influencer relations

McDonald’s frequently collaborates with influencers and celebrities to promote its brand, particularly on social media. A notable example is the collaboration with popular figures like Travis Scott and BTS, where McDonald’s created special meals tied to these celebrities. This approach not only attracts the influencers’ fanbase but also generates substantial buzz and engagement on social platforms.

4.Blogger relations

McDonald’s works with food bloggers to review and promote new products. By sending samples or inviting bloggers to exclusive tasting events, McDonald’s ensures that its products reach a wider audience. These bloggers provide authentic reviews and feedback, which can build trust among consumers who follow their advice.