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Music can be a daily sound track to most any person’s life. When it comes to customer engagement and brand loyalty, Cracker Barrel officials want to use music to enhance its overall customer experience.
“Another unique component of our marketing mix is our music program, which affords us the ability to provide diverse offerings across multiple music genres and demographics,” Cracker Barrel CEO Sandra Cochran said during the company’s Nov. 24 first-quarter earnings conference call, according to Seeking Alpha. “The first quarter included an exclusive CD offering from the famed country music band Alabama. In the second quarter, we shifted our mix to artists who are better reach with younger consumers like the GRAMMY Award-winning a cappella group Pentatonix. Our efforts to increase the use of social and digital media to extend the Cracker Barrel experience and reach our guests outside the store are gaining momentum through collaborations like this.”
Pentatonix content was featured in Cracker Barrel’s Facebook, Twitter, and Periscope channels, and resulted in a positive response and solid growth from its social media followers.
“We’re pleased with the level of engagement generated with users of our five-star rated Cracker Barrel game app, which launched at the beginning of the first quarter,” Cochran added. “We believe the new app, which includes Cracker Barrel brand imagery throughout, reinforces our values of wholesome family fun. To keep the visuals fresh and further engage users, we’ll regularly update the games to incorporate seasonal content.”
What’s more, Cracker Barrel’s Christmas themes are off to a good start, Cochran noted.
“We believe we are well-positioned for the holiday season and our stores are stocked with a broad and unique assortment of décor and gift items,” she said. “However, we are mindful that this could be a challenging consumer environment this holiday season.”
In addition to national television advertising, Cracker Barrel has identified opportunities to more effectively reach the Hispanic market.
“During the finally week of the quarter, we launched an advertising campaign in the Florida and Southwest markets targeted to this demographic,” Cochran said. “The campaign includes seven weeks of local Spanish television advertising, both local and online radio, plus social and digital Spanish language marketing. We are excited about this growth opportunity and plan to continue to focus on this important market segment in coming quarters.”
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