The Median Post Chronicles Part 3: Dark Times

     Welcome to The Median Post! The only newspaper that isn’t really a newspaper at all. Here at The Median Post we believe that democracy dies in dankness, the manifestation of all that isn’t ideal.

     It is my disinterest to inform you that due to an unsatisfactory professional review of the content produced by intern number 004, who went unaccredited but was still primarily responsible for last week’s article, this aforementioned intern has been placed on permanent leave and evacuated from The Median Post headquarters forevermore. Said intern was responsible for writing a piece with more than 40 unprofessional instances of enthusiasm, more than 15 instances of what expressing partisan sentiment, and over 10 instances of using superfluous metaphors or colorful language to describe matters which could have just as easily have been conveyed in prompt and restrained prose as per our publication’s usual standard. We here at The Median Post apologize for any anger, confusion, bitterness, or resentment which might have come about as a result of reading the unfiltered, partisan, and inflammatory writing style of one of our reckless and irresponsible former intern. On behalf of our entire team please accept a link to a fifty cent off Blockbuster coupon, conveniently accessible within this very article assuming you manage to click on the very small, white on white hyperlink which will take you to the page that allows you to redeem it. Note that supplies are limited and the singular coupon we’re offering is strictly available on a first come first serve basis.

1. What brand did you select? What are people saying about the company, brand or a product? What interested you about this brand or product? 

      After careful deliberation over which brand selection would warrant the least public interest and controversy The Median Post has decided to cover the not entirely well known Black Bear Diner of breakfast renown. Black Bear Diner is a bit of an interesting case study because for the most part people aren’t referencing or talking about the brand at all aside from a few people occasionally posting generic unremarkable compliments about how much they enjoyed their food. As someone who has both been to the North West U.S. and a Black Bear Diner I have a disproportionate interest in the wellbeing of the Black Bear Diner brand in the sense that I’m aware that it both exists and has decent food whereas most people are not.

1. But actually 2. What is the company/brand's Value Proposition?

     Like food? Don’t like food? There’s only one business featured in this article which caters to both of these demographics. I speak of the Black Bear Diner, and whether it’s breakfast food or a job working at a breakfast food place Black Bear Diner theoretically has something to offer you. Far less popular or well known than either Denny’s or iHop, the Black Bear Diner chain remains fairly concentrated along the West coast giving it a somewhat exclusive feel to those not from that area. With it’s cozy seating, woodsy decor, and assortment of semi-practical themed knick knacks for sale at select locations Black Bear Diner projects the aura of a place you don’t really need to dress up for. Want breakfast for breakfast, breakfast for lunch, or even breakfast for dinner without putting your money towards a chain which feels too ubiquitous? Black Bear Diner might be right for you! From their slightly above average portion sizes to their slightly above average prices, from their occasional philanthropic outreaches to their comfy cabin aesthetic, Black Bear Diner offers everything iHop has to offer and debatably slightly more.

1. But actually 3.    What are THREE specific things (good and/or bad) people are saying? Include the comments on your post. Next, comment on those social media comments.  Include screenshots of the social media examples in your blog post.

This as far as you know unnamed woman appears to be smiling into a camera under a caption proclaiming Black Bear Diner to be her ‘favorite.’ She is holding a piece of propaganda sourced from the restaurant she is currently situated in.

     Warner appears to have retweeted his food in a manner typical of social media users. The food pictured appears to be about average quality and fresh enough to the point where injecting it would not be hazardous to your health.

    This Reddit user appears to have posted a link to a news article which revived little to no notice or acknowledgment from other people on the internet.

1. But actually 4. Be sure you explain what products/services/messages this company/organization is trying to sell or promote on its social media channels and elsewhere. 

     Services offered by Black Bear Diner include (but are certainly not limited to):

Good food; Good service; Cozy vibes; Comfortable seating; Safe work environments for their employees; Seasonal food specials; Non-seasonal food specials; Bear themed souvenirs; Propaganda in the form of newspapers available to customers inside Black Bear Diner and positive blog articles recording the general successes of the Black Bear Diner brand online; And philanthropic efforts in service to bears and wildlife preserves.

1. But actually 5. What aspects relate to marketing, and the company's marketing efforts?  For example, are they trying to do something remarkable? No, they don’t appear to be. The Black Bear Diner brand appears to insist upon its commitment to creating good food, sourced from fresh ingredients, delivered by personable staff, largely within the confines of a reasonably cozy environment. They have a kids menu, they have a mascot, their building has its own distinct look, but none of this is really exceptional relative to most of their competition. Are they using storytelling? Very basic storytelling. Here’s an example:

Are you looking for a great job? Black Bear Diner says they can offer that and would be willing to offer a sign on bonus to boot. It’s a simple story, but not a particularly compelling or original one.

Are they using social media best practices? No, they’re largely just using their social media accounts to very obviously promote themselves

Think about the kinds of things we've talked about in class or that you've read in the textbook. Cite examples. What's the marketing challenge facing the brand? Most people don’t know who they are or have any incentive to. The Black Bear Diner brand struggles to distinguish itself relative to its competitors. Are they trying to engage customers? Very superficially. There are resources available to curious customers on the Black Bear Diner website which paint a rosy picture of how the brand is doing. Expand sales? In theory. Build brand recognition? It’s hard to tell) Are they succeeding in what they are trying to accomplish? Not exceptionally so. The Black Bear Diner brand has succeeded in weathering the pandemic reasonably well with minima store closures and COVID outbreaks recording amongst Black Bear Diner locations. These should be the main focus of your blog post! 

1. But actually 6. How did the company/group respond to customers? They sometimes retweet general positive sentiments the public reserves for them or their good. Did they respond? Not very extensively. This brand superficially engages with customers in a manner that makes it rather transparent that they’re just trying to promote themselves through their customers positive experiences with them. Should they have responded? Most don’t have enough substantial to say on this brand to really be engaged with well. Was this a good decision for the company/organization? Why or why not? Not applicable.                                                                                                  7. If you were the brand manager, how would you respond to customers? Be specific, and don't just agree with what the company did! 

     Judging by what I’ve seen the Black Bear Diner brand has a long way to go before they’ll be digitally engaging in a particularly effective manner. They could stand to Tweet more regularly, to post TikTok comments, to jokingly antagonize other brands. There’s a very real absence of banter across most of the social media channels Black Bear Diner uses that I’ve seen. The overt corporate and rigid nature with which many of their social media accounts operate betray a somewhat out of touch brand. Based upon background research it would appear as though Black Bear Diner does unique charity work which could potentially be leveraged if emphasized or framed appropriately to draw in new customers. There’s a potential story which Black Bear Diner has the potential to craft about how their brand is a positive influence for communities.

1. But Actually 8. What did you learn from this assignment?

     First and foremost, quite a bit was learned about Black Bear Diner itself. Secondly, that a good quality product isn’t good enough supposing you wish to stand out from the crowd. This brand has potential, though supposing they don’t alter their approach especially among younger demographics then it remains to be seen whether or not they’ll have the staying power to last into the coming decades.