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Red Lobster Bey trippin’ (how the chain responded to racy lyrics about them)

Red Lobster sales increase 33% (even after their mediocre response to Beyonce’s shout out in her new single “Formation”).

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Changed the game with that digital drop

Beyonce pulled a Beyonce and dropped an out-of-nowhere song called “Formation” just a day before 100 million people tuned in to watch her perform the song at her half time Super Bowl 50 appearance.

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The song immediately took the Internet by storm with its controversial meaning and racy lyrics, and gave one brand in particular the shout out of a lifetime. In her new song, Beyonce sings “When he —- me good I take his ass to Red Lobster, cause I slay”. I can only imagine the fans excitement at the mention of Red Lobster as they rushed to the nearest chain stuffing their face with cheddar bay biscuits.

Red Lobster does not slay…

Apparently though, according to Red Lobster’s creative response (or lack thereof), they weren’t as excited with the shout out. It took some 300,00 tweets, and a number one spot on Twitter trending for the brand to even notice they had been mentioned by the mega-star, according to an interview with the CEO, Kim Lopdrup in an interview with USA TODAY.

But even after they did notice, the marketing team fell flat in their efforts, and delivered a lackadaisical response 8 hours later tweeting…

Red Lobster’s tweet racked up thousands of retweets, becoming their most retweeted post ever. Despite that, it didn’t win over the loads of other fans who were anticipating something snarkier, and timelier.

Have to be quicker on the draw…

I can’t blame the angry fans either, with brands like Taco Bell and other food retailers that respond almost immediately to publicity of that sort; Red Lobster dropped the ball.

Along with poor timing, the content itself could not have been strategically thought out by a marketing team. It came off rushed and oblivious; and caused some fans to demand the creative team be fired. While that may be a bit harsh, let this at least be a lesson to the team: According to the same interview in USA TODAY, Lodrup announced Red Lobster had seen a 33% increase in sales after the song’s release.

Oh… the possibilities…

That’s right, with all things considered: poor timing, and undeveloped content, it still increased sales by 33%.

Now imagine the boom in sales had they responded an hour later rather than eight, and actually gave the fans a Bey worthy response!

I bet Red Lobster had a long staff meeting Monday morning on the importance of publicity, and a better plan for the next time someone like Beyonce (which may not happen again) gives them a shout out pre-Super Bowl weekend, when social media use is at its peak.

One thing Red Lobster has taught me (aside from how to attack cheddar “Bey” biscuits)

Let Red Lobster be the poster child of what not to do in the event your brand gets publicity, major or small. Have a strategic plan and team set in place to respond quickly and creatively at any moments notice.

#TakeHisAssToRedLobster

Lauren Flanigan is a Staff Writer at The American Genius, hailing from the windy hills of Cincinnati, with a degree in Marketing from the University of Cincinnati. She has escaped the hills, and currently resides in Atlanta, where you can almost always find her camping at a Starbucks strategizing on how to take over the world.

Business News

Supreme Court okays trademarking for ‘generic’ name URLs

(BUSINESS NEWS) Generic name trademarks have helped to stave off monopolies of broad products and services, but the Supreme Court just ruled that generic company names like Booking.com, can now be trademarked.

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generic trademark

For years, The United States Patent and Trademark Office has denied rights to names termed as “generic.” This was previously used to prevent generic terms from monopolizing a section of the market. It has prevented many companies from doing that as well.

However, as we move into the 21st century we begin to see things that may not be so cut and dry. As usual life gets messy and things are far more grey than they previously have been.

Recently, the US Supreme Court ruled that website names are eligible for a change to the previous trademark rules. The website that pushed for this privilege first, Booking.com that is owned by Booking Holdings Inc., argued that they needed this ruling to stop consumers from following copycats down a rabbit hole and away from their business.

The decision, heavily weighted at 8-1, gives Booking.com, nationwide legal protection against competing companies trademarks.

A remark released later by Justice Ruth Bader Ginsburg and the Supreme Court states, “We have no cause to deny Booking.com the same benefits Congress accorded other marks qualifying as nongeneric.” An argument quoted from the decision continues as since, “‘Booking.com’ is not a generic name to consumers, it is not generic.”

This stance, taken by the majority, exemplifies a firm position on the rights of the individual companies’ abilities to identify themselves as they see fit.

The lone dissenting vote coming from Justice Stephen Breyer who argued that he fears that this decision “will lead to a proliferation of ‘generic.com’ marks, granting their owners a monopoly over a zone of useful, easy-to-remember domains.”

Honestly, if you can’t come up with your own domain that either incorporates, but doesn’t copy, or gets your point across without being too generic, you may need to hire a PR person.

This move forward from the Supreme Court opens up a lot of possibilities for people to be creative with their businesses. If generic and simple names will be the norm, then people will have to think outside the box in the future. Bring on the challenges.

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Business News

New company beats Amazon with next morning delivery?

(BUSINESS NEWS) Amazon has a new competitor in South Korea: Coupang, with faster shipping than Prime.

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delivery services

What if I told you Amazon Prime’s, 1-3 day guaranteed delivery time isn’t the fastest e-commerce service the world has to offer? You would think I’m lying right?

Coupang, one of the world’s fastest delivery services located in South Korea, allows you to order any item, anytime before midnight, promising that it will be at your doorstep by 7am! (I wasn’t lying!) With 70% of its employees living within a 10 minute radius of a Coupang center, 80% of residents residing in populated cities and 95% of it’s population owning a smartphone, South Korea has become the perfect e-commerce epicenter. Coupang employees over 10,000 people who together deliver 99.3% of all orders within 24 hours. Imagine it’s Tuesday night, you’re falling asleep and suddenly remember you forgot to get your wife a present for her 50th birthday tomorrow. You have two options: accept your fate of being put in the dog house for three long weeks, or quickly order a few great items off Coupang’s website that’ll be delivered BEFORE she even wakes up!

Like Amazon, Coupang allows its customers to create a profile, store desired products in a list, and check out using your saved payment method. Half of South Korea’s total population of 51.6 million has installed Coupang’s app with a surge of people trying Coupang for the first time during stay at home orders due to the Coronavirus pandemic. The company struggled to meet fulfillment demands, especially those including PPE, household cleaning products, and children’s necessities. While many companies are struggling to stay afloat, Coupang is quickly adapting to meet consumer demands. In March, the company opened a new logistics center to expand its overnight/same day delivery services and is currently working to reach an even broader population.

Believe it or not, right before Coupang received a $2 Billion investment from SoftBanks, its founder, Kim Bom debated walking away from it all. Bom founded the company in 2010, receiving the investment in 2018 and is expected to pursue an IPO by the end of 2020. So for all of you entrepreneurs wondering if you should give up on that decade long dream…DON’T. Coupang went from selling a few hundred items each day to 3.3 million. Now that’s what you call entrepreneurism!

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Business News

Google plans to pay publishers for content (a little too late)?

(BUSINESS NEWS) Google will finally pay publishers for news, but only a few, and they have to meet Google standards.

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google, bad

I mean…could you get any greedier Google? (Chandler Bings voice).

After years and years of pressure and complaints from publishers that Google’s search feed doesn’t properly recognize them or the news they work so hard to report, Google has finally announced that they will begin to pay publishers for content. But only some.

WHAT A LOAD OF BS.

According to the News Media Alliance, Google profited 4.7 BILLION in 2019 as a search engine for the news industry. So now, not only is Google fleecing its content providers and the writers who are working to create material for them, but it’s quite likely that Google’s algorithm is pushing paid news to the top of its search feed. What does this mean for users? It means that for one, you will see what they want you to see, but most importantly, it means that Google HAS the money to pay its publishers but chooses not too!

Google’s announcement to start paying publishers excludes all publishers outside Brazil, Germany, and Australia. Even within the countries that Google closed a deal with, there are many that do not meet its “high quality content” requirement for a paid position. The problem with all this nonsense is that we stopped letting the news come from others like us, and instead, according to the U.S News Media Alliance, the news is entirely owned by a handful of companies. You may have 635 channels on your TV, but if you google…or maybe you should duck duck go it, you’ll find that all those channels lead back to one huge organization.

SO WHAT THE HELL IS GOING ON?

Google has definitely been pressured to make some big changes, and while paying publishers is a good first step in the right direction, is it enough to make up for years of damage?

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