Today’s episode is a little longer than usual, but it’s well worth taking the time to listen. Richard Cran, former VP of Marketing at Jack in the Box, is on the show discussing the new era of advertising and how to capitalize as a growing brand. Get ready, because he’s about to drop some serious advertising and branding wisdom on you.
Richard’s resume would make Don Draper jealous. Throughout his career, Richard has worked with powerhouses like Taco Bell, Nike, Audi, Samsung, and Harley Davidson just to name a few.
Over the past several years, and most relevant to our restaurant marketing nerds out there, Richard was VP of Marketing Communications for Jack in the Box, where he headed up campaigns impressive enough to make it into Facebook’s quarterly earnings reports.
He’s joining us on the show today having recently started his own firm called AdHoc Advertising, which you’ll get to hear more about in a minute.
Of all the great insights in the episode, here are just a few of the specific questions Richard answers:
How do iconic brands truly differentiate themselves?
Richard would know – he’s worked with some of the biggest, most iconic brands in the world. He’s also had a hand in many campaigns that you’ll likely recognize when you hear about them in the episode.
Can you measure the direct impact of your social media campaigns?
Attributing foot traffic and sales directly to social media is a huge pain for a lot of companies. When I asked Richard this question, he gave multiple examples of how Jack in the Box was able to quantify ROI from their Facebook advertising efforts. Thing is, they measured using technology you probably didn’t even know existed.
Are social media influencers worth the high cost?
Throughout his career, (especially at Jack in the Box), Richard has worked with some of the biggest influencers in the social media game. As you may have guessed, working with big name social media influencers can come with a high price tag. Richard gives a little insight into what a brand might expect when collaborating with the quasi-celebs of Instagram.
Richard was gracious enough to answer your questions, so if you’d like to get in touch, you can contact him via email at firstname.lastname@example.org.
So sit back, grab a pen and paper, and get ready to learn.