McDonald's Missed Evergreen Marketing Opportunity
When it comes to marketing, businesses are often drawn to short-term promotions that promise immediate sales boosts, like McDonald's famous Dollar Drink Days. But what happens when inflation hits, or the costs of supplies rise? Suddenly, what was once a great deal becomes a source of backlash when the price inevitably goes up. Had McDonald's opted for a broader, more evergreen approach like “Summer Drink Days” from the start, they could have avoided much of the consumer frustration and maintained a long-term campaign that stays relevant year after year.
Evergreen marketing focuses on campaigns that stay relevant over time, creating consistent value for customers without needing constant updates or adjustments. Instead of relying solely on catchy pricing, this approach emphasizes the experience and emotional connection to your product or service. While $1 can grab attention, it’s the experience—like enjoying a cold drink on a hot summer day—that leaves a lasting impression.
Let’s say instead of "Dollar Drink Days," McDonald's rolled out “Summer Drink Days.” The focus shifts from price to the feeling of cooling down with an iced beverage on a hot day. No matter what happens with the cost of goods, the campaign would remain timeless, adaptable, and equally as impactful. You could even adjust prices each year based on inflation without changing the essence of the promotion. That’s the power of evergreen marketing.
The problem with promotions tied to specific prices is they don’t age well. A “$1 Deal” may seem irresistible in the short term, but what happens when that $1 doesn’t cover your costs anymore? You’re left with a campaign that feels outdated or, worse, frustrating to customers when prices inevitably go up. And when customers feel cheated, it’s hard to regain their trust. Instead, brands must build campaigns around themes or experiences that won’t expire when the market fluctuates.
Evergreen marketing also allows businesses to build trust and maintain a consistent brand voice. When you focus on creating long-term value rather than chasing short-term wins, your customers feel that you’re offering them more than just a deal—you’re providing them with an experience that they can count on. This builds loyalty over time, as customers come to associate your brand with reliable quality and meaningful experiences, not just discounts.
In the end, evergreen marketing is about sustainability. Not only does it help your business maintain consistent messaging, but it also saves you the trouble of constantly having to reinvent your campaigns. Instead of relying on price-based promotions that might backfire when costs change, focus on the emotions and experiences that keep your customers coming back—because those are the things that never go out of style.
In a world where businesses are often chasing the next big sale, evergreen marketing offers a strategy that’s both adaptable and enduring. It keeps your brand fresh in customers’ minds, not because of a temporary price cut, but because of the lasting value and positive experiences you provide. That is something worth investing in.
