Content Consumers Crave

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Content Consumers Crave

How many times have you been driving down the road, seen that red flickering hot light in the window of a Krispy Kreme, and felt the irresistible need to turn the car around and pull in? In my case, the “hot light seen to doughnuts purchased” ratio is probably a whole lot higher than it should be!

So how exactly does Krispy Kreme do it? Well, primarily because their product is excellent: they serve really delicious doughnuts. But Krispy Kreme certainly takes advantage of consumer attraction toward their brand by using simple, yet enticing content to market on social media. This gives Krispy Kreme a large platform—if executed correctly, it brings that flashing hot light to smart phones of their entire following.

There are three things that Krispy Kreme does remarkably well when it comes to digital marketing: simple, mouthwatering content, strong seasonal promotions, and brand reinforcement. Excelling in content like this has helped greatly helped Krispy Kreme incorporate the effectiveness of word of mouth advertising into their digital base.

When we think about Krispy Kreme, we think about the sweet, melt-in-your-mouth goodness of their product. And consumers have a psychological, sometimes even an emotional, connection to that experience. That’s where the desire to pull in every time you pass a Krispy Kreme comes from, and they know that and do a great job of captivating it. Krispy Kreme frequently posts reminder photos like the one below that act as tiny hot lights in the hands of consumers. So now, instead of merely pulling in when they drive by, consumers see the photo, start craving Krispy Kreme, and actively seek it out.

Something else that Krispy Kreme has done more recently is emphasizing seasonal product promotions in their digital content. These promotions come in two forms: seasonal, which are a longer-term, and limited-time offerings, which usually last for a day, a weekend, or a week. Currently, Krispy Kreme is promoting their seasonal fall flavors, pumpkin spice doughnuts and coffees, and short-term product, coffee glazed doughnuts, a week-long promo. Previously, they have done a one day chocolate glazed promo, one week lemon glazed promo, and limited time Reese’s doughnut. These short-term promos have greatly helped Krispy Kreme engage consumers with in new ways. They associate a familiar brand with something new and say, “Because I love the original, I need to try the new.” Here are some of these posts that Krispy Kreme has used to invoke that:

Lastly, Krispy Kreme uses rich digital content to reinforce the brand that everyone knows and loves. Word of mouth advertising is the one of most highly trusted and individually effective forms marketing, and it’s something that the Krispy Kreme brand has taken advantage of and worked to incorporate into other types of marketing. Krispy Kreme doesn’t have to waste content telling people about who they are and what they believe in. Rather, they take liberties to remind and extend: remind people about the excellence of their product and extend that product in the eyes of valued and established consumers. Here’s a good example of a reminder/extension post:

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SPARKsouthSeptember 28, 2018
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