Posts tagged with "Apex Marketing Group"

Popeyes’ chicken sandwich is at the top of the food chain, with a $65 million marketing win

August 30, 2019

Watch out, Chick fil-A! America’s largest purveyor of fried chicken sandwiches now has some significant competition. Popeyes, a quick-service chicken restaurant chain that has been serving its own set of fried chicken fans since 1972, soon may be looking at you in its rear vision mirror.

You couldn’t watch a television news program or scour Twitter or Facebook during the past week without spotting some mention of Popeyes fried chicken sandwich. But how did that translate to marketing value? Awfully well, as it turns out, according to an August 28 report by Forbes.

Apex Marketing Group estimated Wednesday that Popeyes reaped $65 million in “equivalent media value” as a result of the Chicken Sandwich Wars. The firm, based outside Detroit, defines that as the price a company would have to pay to purchase the attention it received for free. Apex takes into account television, radio, online and print news reports, as well as social media mentions.

The evaluation was conducted from Aug. 12, when the sandwich went on sale nationally, through Tuesday evening, August 27—yielding 15 days’ worth of data.

The $65 million figure is nearly triple the $23 million in media value that the sandwich generated in its first few days on sale, according to an earlier Apex estimate.

On Tuesday, Popeyes announced that the chicken sandwich would be sold out by the end of the week at its U.S. restaurants, the business news outlet said..

But the restaurant chain says that it intends to bring back the chicken sandwich as a feature of its regular menu, not simply a limited-time offer.

“It is a permanent menu item,” Dana Schopp, a Popeyes spokesperson, told Forbes on Wednesday.

Eric Smallwood, the president of Apex Marketing, says the chicken sandwich’s media value built relatively slowly in the days right after it went on sale. The big jump in media value came when news outlets began running taste tests comparing the sandwich with other fast food companies’ chicken offerings.

“Popeyes is not top of mind when it comes to fast food,” Smallwood said. But thanks to the chicken sandwich, “now everybody’s looking and asking, ‘Where’s the closest Popeyes?'”

The attention that Popeyes received could not have happened a decade ago without social media, Smallwood said.

As soon as a company launches a promotion that is noticed in Twitter, Facebook, and Instagram, “it picks up, and it explodes from there,” he told Forbes.

Research contact: @PopeyesChicken

Tiger Woods swings back with a Masters win

April 17, 2019

It’s been a long time since Tiger Woods last won a Masters tournament—14 years—but Americans love a comeback.

Branding experts say his single-stroke victory on the 18th green during the final round on April 14 at the Augusta National Golf Club in Georgia also shows that Woods, at 43, is still a winning investment for Nike and his other sponsors, NBC News reported.

Woods delivered $22.5 million in media exposure for Nike during the tournament on Sunday, according to Apex Marketing Group.

“He’s eclipsed what he provided Nike in brand exposure for the four majors last year with just this one major,” Apex President Eric Smallwood told the network news outlet. “He’s got that drive now and he’s playing the best golf he’s played in recent years. I think he’s going to continue to provide Nike with enhanced exposure because the TV is going to follow him.”

President Donald Trump announced in a tweet on April 15 that he would be awarding Woods the Presidential Medal of Freedom: “Spoke to @TigerWoods to congratulate him on the great victory he had in yesterday’s @TheMasters, & to inform him that because of his incredible Success & Comeback in Sports (Golf) and, more importantly, LIFE, I will be presenting him with the PRESIDENTIAL MEDAL OF FREEDOM!

Bob Dorfman, creative director at Baker Street Advertising in San Francisco told NBC News that Woods’ victory—especially if it is followed by future wins—could go a long way to helping him to re-engage the wide variety of brands he endorsed before a sex scandal and tabloid-ready divorce prompted brands like Gatorade, Accenture, and AT&T to drop him.

“It legitimizes him — there were certainly questions about whether he was still viable,” he said.

This is good news for sponsors seeking a return on their investment, and for Woods’ own bottom line. “I would not be surprised if, in the long run, this win yesterday at Augusta is worth $50 to $100 million in future benefits to Tiger. He will see revenue streams from this win for years to come,” said Rick Burton, the David Falk professor of sport management at Syracuse University.

Research contact: @NBCNews