Why creating DEMAND from consumers is the best marketing tool!

I don't know about you but everywhere I've driven, every TV show I've watched and every social media channel I've browsed in the last couple of weeks, I can't help but noticed McDonald's new marketing campaign, whether it be in outdoor advertising, TV and radio ads or paid posts across Facebook and Twitter;

Post by McDonald's.

@krpickersgill @McDonalds trouble is when you get one it will look nothing like that, more like it's just been stood on or run over!!
— Keith J Last (@kentishmale) December 15, 2014

Yes, the McRib is back! Now, I can't say I'm a regular McDonalds visitor myself, but judging the hype on social media, this was a clearly loved product. The McRib product is often introduced for limited periods of time and then taken off the menu. Clearly the marketing spend around bringing the McRib back has been huge as I have seen it just about everywhere! By creating these touchpoints, consumers can build their excitement and remember the product everywhere they go.

Now, one may argue why do McDonalds created this 'limited-time-only' product? If it's so popular- why don't they just keep it on the menu year-round? 

Well, from what I can tell, when it was on the menu permanently, the sales were low... yet not low enough to keep it off forever... so here are the reasons I believe that the intermittent reintroduction of McRib is a great marketing strategy;

1. It creates a sense of urgency in the consumer: It's available for a limited time only! The consumer must stock up if they want to make the most of the product whilst it's still around. The great thing about food is that it's perishable... so customers can go back to McDonalds as many times as possible in the time period in order to repurchase.
2. Nostalgia: Customers may remember the product from the past and want to relive perceived 'happier times'... this also applies to brands who have executed this brilliantly e.g. Cadbury's Wispa
3. Retains customers who may not be regular customers: Customers who might not regularly make trips to McDonalds may do so purely to purchase the McGrill- this therefore brings in extra custom and the potential to retain them further/ up or cross-sell.
4. Creates a great talking point: We all know social mentions and shares are fundamental to establishing an online presence, therefore something which consumers feel their peers may talk about/ something which they perceive to be 'safe' to discuss like McDonalds food.... is likely to be highly discussed. This also applies to the offline world.
5. Something new, but not a risk: New products can hit it off with consumers, but their sales are usually low to begin with due to consumers fearing trying something new. However, the fact that McDonalds have brought this back because it was so well loved in the past, which is a message highly reiterated in their marketing communications activity for McGrill, consumers are much more likely to buy it. When your peers like something- you are likely to want to like it too!
6. Customers feel like they have achieved something: By creating a 'hype' or an upstorm about bringing the product back, customers feel like they have caused this and therefore they feel a better connection with the brand as they feel as though their needs are being listened to. Effectively, this is the case, but it also brings more awareness and talk around the brand itself

This is the kind of genius marketing I get excited about!! So simple yet so effective!

Stephanie