a new product. Either a satisfaction survey or possibly a choice on a new doughnut or coffee flavor. They offer online signup for reward programs and store locators, as well as nutritional information, menus and a “Promos & Fun” tab. Tim’s also has a “Making A True Difference” tab on their website which shows the community what Tim’s has given back to the world. I personally found this information difficult to find and feel it should be more evident, in all other online presences. Tim Horton’s mainly uses these outlets as a way for advertising. They promote their products and special events with photos, videos or just written posts. This is the old type of
marketing in my opinion. Tim Horton’s is still focusing on advertising its’ brands to customers. They offer advertising by intrusion. Asking customers to sign up for news letters about promotions, is still Tim Horton’s pushing their promo’s and events onto customers. They have had some successful customer engagement tactics online. The surveys and contests are a good start, as these are consumer generated marketing tactics that are voluntary. This provides customers a chance to give feedback and guidance to Tim’s, so that they can provide exactly what the customer wants. They need to focus on this, more than pushing their ads onto people. Facebook, Twitter and Instagram have a relatively small number of followers than I would expect for such a massive chain. This doesn’t surprise me after reading many posts from each site. The main traffic on all three of these sites are all from (forced) advertising about products or events, customer complaints, replies about customer complaints and the occasional happy consumer posting something positive. Tim Horton’s does do a good job of making sure every negative post is addressed, showing that they do care about their customers. However, the responses seem very generic and almost automated. Tim Hortons is losing traction very quickly by not utilizing online marketing opportunities to their potential. Tim Hortons needs to stop telling customers what they want and start letting the customers tell Tim Horton’s what they want. Starbucks Online Customer-Engagement Starbucks also engages its’ customers through the same social media outlets as Tim Horton’s, but they do a better job. Starbucks is the 2 nd leader on Instagram with over 15 million
followers. I believe this must do with the fact that Starbucks focuses mainly on what it is giving back to the community. Main posts from Starbucks usually involve what they are doing to make the world a better place. They also promote new products online, but since they are striving to provide the best products, this has much more of an impact on customers. Focusing on products being the best they can be, the advertisements of new products from Starbucks is always a hit.
You've reached the end of your free preview.
Want to read all 14 pages?
- Spring '15