Enhancing Quiznos' Digital Marketing Strategy through Social Media Marketing

Reasons why the brand was unsuccessful
Digital marketing plays a critical role in the success of any organization. With the advent of
technology and increasing use of social media across different platforms, there is enhanced
communication between business and its customers (Chaffey & Ellis-Chadwick, 2016). This
creates a perfect opportunity for organizations to reach out to their customers and set the right
positioning of their products. It is imperative that organizations leverage this opportunity and
effectively use digital media to communicate with customers. Quiznos’s digital presence has
been ineffective in terms of their SEO, SEM or social media marketing.
Ineffective SEO and SEM makes it difficult for customers to search for the brand on the internet
leading to reduced presence (Wilde et. al., 2012). Lack of SEM strategies make it difficult for
businesses to reach out to their customers via search engine tools which results in condensed
reach of the brand. This is the exact problem that was faced by Quiznos.
The brand’s social media platforms have not been active. Social media platforms including
Facebook, Instagram and Twitter allow these brands to communicate with their customers, gain
honest feedback and address their grievances (Hoffman & Fodor, 2010). However, Quiznos
could not effectively utilize these platforms to reach out to their customers and establish their
presence.
Target customers
Target customers of a particular business refers to those customers whose needs the business
aims to fulfill (Kotler, 2015). Quiznos targets youngsters between the ages of 18 and 34. The
primary target market of Quiznos includes white collar employees. Besides this, Quiznos
introduced healthier snacks in their menu and have been targeting health conscious customers
who are looking for diet, gluten free or vegan snacks. The toasted sandwiches offered by
Quiznos can serve the purpose of a quick snack and hence the brand also targets office goers and
college students who need a ready to eat filling meal for their breakfast or evening snack.

Social media platform 1: Facebook
Facebook has been used effectively as a marketing tool by organizations in order to address their
customers. Unlike traditional forms of media, social media allows a two way communication
between organizations and their customers.