It wasn’t that long ago that reports about KFC’s sales falling were drawing a rather dismal picture for the brand. And yet today it’s standing strong as ever, proudly taking the title of the second most popular fast food chain on the planet. The turnaround this brand managed to accomplish in a handful of years is rather miraculous in the world of business and many can learn from its example. Some of the techniques used by KFC in its road back to the top can be adapted for small businesses that are working their way up their own niches.
KFC Brand Revival: 2 Tips Small Businesses Can Use Today
1. Make advertisements branded and fun
Ads are annoying and people skip them, right? Well, KFC managed to create a series of ads that people were really looking forward to watching. Each was an entertaining clip featuring ‘Colonel Sanders’ in some new interesting role. Colonel, the founder and greatest asset of KFC, is the embodiment of the brand today. And the company is immortalizing him by turning him from a real-life showman and marketing genius that he was into a fictional hero who has his own fan club. There are even books about his rise to the brand icon role now.
A small business will not be able to launch a multimillion campaign with fancy ads, but you can create a character that will give a personality to your brand. Choose something or someone that your target audience will be able to relate to. Your goal is to make your marketing seem less like self-promotion and more like a friend or idol offering advice.
2. Make your customer feedback count
One thing that KFC has always been focused on was delivering a top-quality customer experience. One of the main methods the brand uses to achieve that is directly asking for feedback and actually using it. All you need to do in order to share your opinion and be heard is to fill up KFC survey. Have you ever done this yourself? Did it help improve the service or address any issue you had? Did you feel like you can contribute to the betterment of your favorite fast food restaurant by taking that survey?
Considering how smoothly the KFC customer service runs, the answers to those questions are most likely ‘yes’. And that is what a small business owner should learn from KFC. You need to establish a way for your customers to provide feedback (a customer satisfaction survey is a good start). Then, you need to pay attention to that feedback and follow up on it immediately. Today you can find or develop specialized solutions that will process this information to make this easier. That’s why the survey format is optimal for small companies that cannot hire a full-time call center service.
KFC Brand Turnaround as an Example for Small Business: Final Thoughts
Of course, there was more to KFC’s triumph, like leveraging humor as well as extensive work in local market research and launching dozens of localized projects, like traditional menu changes. However, as a small business owner, you need to start with things that can bring tangible results right away.