{"id":23491,"date":"2014-10-20T15:23:29","date_gmt":"2014-10-20T19:23:29","guid":{"rendered":"https:\/\/biznews.fiu.edu\/?p=23491"},"modified":"2016-05-19T10:51:58","modified_gmt":"2016-05-19T14:51:58","slug":"college-of-business-alumnus-talks-creative-marketing-consumer-intelligence-and-branding-success","status":"publish","type":"post","link":"https:\/\/biznews.fiu.edu\/2014\/10\/college-of-business-alumnus-talks-creative-marketing-consumer-intelligence-and-branding-success\/","title":{"rendered":"College of Business alumnus talks creative marketing, consumer intelligence and branding success."},"content":{"rendered":"

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Delivering the right message at the right time to consumers has always been a challenge for marketers. Add to that a fast-changing media landscape and increased reliance on social media and the battle becomes even tougher.<\/p>\n

That\u2019s where creativity and analytics take on leading roles, Michael Kappitt, CMO of restaurant company Bloomin’ Brands, told FIU marketing students during a presentation last week.<\/p>\n

\u201cYou have to be a great storyteller and find creative tension,\u201d Kappitt, an FIU graduate (BBA \u201892). \u201cLook at the data, understand consumer trends, leave no dead ends, and wake up angry \u2013 to know what your competitors are doing and how to get ahead of them.\u201d<\/p>\n

Bloomin\u2019 Brands owns and operates the Outback Steakhouse,\u00a0Carrabba\u2019s Italian Grill, Bonefish Grill, Fleming\u2019s Prime Steakhouse & Wine Bar, and Roy\u2019s brands.<\/p>\n

\u201cThe customers\u2019 voice today is louder than ever,\u201d Kappitt said during the October 15 event at FIU\u2019s Modesto Maidique Campus. \u201cWord of mouth is the most powerful form of marketing and social media is giving people more outlets to say what they think about restaurants.\u201d<\/p>\n

Marketing requires risk-taking and strategy.<\/em><\/p>\n

Deliberately entertaining and with a shot of humor, Kappitt\u2019s presentation focused on the practical application of marketing ideology. The event was produced in partnership with AMA South Florida, AMA FIU collegiate chapter, AIGA Miami, PRSA Miami, South Florida PR Network, and the Social Media Club of South Florida.<\/p>\n

A marketing veteran, who originally majored in accounting at FIU, Kappitt has placed business intelligence and consumer analytics at the core of his marketing strategy.<\/p>\n

\u201cI got into marketing through the analytical route,\u201d said Kappitt, who admitted that struggling in his last auditing class led to his abandoning the accounting sector. \u201cAs marketers we\u2019re students of the consumer. What we\u2019re looking for is there\u2026 we just have to find it.\u201d<\/p>\n

Kappitt joined Bloomin\u2019 Brands in 2011 as CMO of Outback Steakhouse and last December was promoted to CMO of the full company. Before that, he spent nine years at Burger King, where he eventually became North American CMO.<\/p>\n

Under Kappitt\u2019s leadership, Outback introduced the \u201cGreat Aussie Steak Out\u201d which gave away one million steaks to introduce its wood-fired grill cooking technique. The marketing campaign featured billboard ads with a picture of a juicy smoking steak.<\/p>\n

Although the smoke was just an illusion generated by smoke machines, more than once drivers called local authorities to report the billboard fires. The \u201cburning\u201d billboards near Atlanta led to a news story on CNN, a 75-second segment where the reporter restated the campaign\u2019s tagline – “Wood Fire Grill.\u00a0Good for steaks. Bad for Billboards.”<\/p>\n

\u201cI couldn\u2019t have paid for that kind of publicity,\u201d said Kappitt, generating laughs from the audience. \u201cTo stay relevant, you have to innovate. Or you die.\u201d<\/p>\n

Keeping a close eye on the consumer, Kappitt and his Bloomin\u2019 Brands team have their sights set squarely on three customer bases \u2013 boomers, millennials and Hispanics.<\/p>\n

Reaching out to millennials, Outback Steakhouse unveiled a bar menu of shareable items at value prices and is partnering with brands like Red Bull as well as expanding cause-related marketing initiatives. Looking to connect with Hispanics, the restaurant in 2013 launched its first-ever fully integrated Spanish-language marketing campaign.<\/p>\n

\u201cIf we\u2019re not planting those seeds now, we\u2019re going to be in trouble in 10 years,\u201d Kappitt insisted.<\/p>\n