Social Listening

Social Listening

https://www.instagram.com/jimmyjohns/?hl=en

By: Chloe Selmane

I chose to discuss Jimmy John's current social media marketing, where they are trying to market their sandwiches to those who participate in recreational marijuana use. I was interested in discussing this brand because they are doing what most brands are afraid to do, take sides with a controversial topic. Their marketing efforts have been standing out on social media because many are shocked that Jimmy John's is okay with those who choose to use marijuana. Their main promotion going on right now is in honor of 4/20, the Deliciously Dope Dime Bags. They have decided to post many different marijuana themed-posts on their social media in hopes of gaining a new audience, and overall just trying to gain more attention. All publicity is good publicity, and Jimmy John's just might be walking that fine line between good and bad publicity since marijuana is a controversial topic. 

Jimmy John's has a few different Value propositions. While many may know their brand through the "Free Smells" sign that they have hanging in their stores, their website has a few different slogans that represent who they are. 

"At Jimmy John's, we do whatever it takes to make Kick-ass sandwiches for our customers" 

"Real People selling real food Real Fast"

"Our Golden Rule: Make a deal, keep a deal"

People on social media are confused about Jimmy John's marijuana related content. Most companies will stay away from discussing marijuana because many states have strict laws against recreational use. Many comments on their recent posts look like:

"I had no idea Jimmy Johns was a homie"-@Maxweinmanmusic 

"My apologies Jimmy Johns, I was unfamiliar with your game"-@caydendemski

"Didn't know Jimmy Johns was chill like that"-@_starzie_

"Real Jimmy John's but how you know about this life"-@sushibroz

Jimmy John's has many different competitors, such as Subway, Jersey Mikes, and Firehouse Subs. To stay relevant and keep their customers, they have tried to relate to those who use marijuana by implying that their sandwiches are great for those who have the "munchies"; or craving food while using marijuana. This is a risky marketing idea, since many do not condone marijuana use, as well as many states in the U.S, but they have been going full force on social media. On top of all their posts, they have brand deals with social media influencers like Jake Shane, and sending them Jimmy John's merchandise, gift cards, and rolling trays. 

I would say that Jimmy John's is definitely trying to do some remarkable. I have not heard of many companies choosing to share their stance on marijuana, and Jimmy John's chose to have a whole campaign based off condoning the use of it. They have been very active on Instagram and TikTok by posting marijuana related content that many viewers find strange but hilarious. That being said, they are participating in news-jacking, which is a brave way of trying to stand out compared to their competitors. 

Whoever is running the social media has been responding back to comments in a funny way. @Tiasingsss commented on one of their posts saying, "W social media manager" in which Jimmy Johns responded, "W Tia". They are trying to also relate to Generation Z by commenting phrases that Gen-Z have been using recently. I believe that this campaign is a very great idea to market to a somewhat niche group of people. While it may be a risky decision, I think overall they have got some good feedback on their social media posts. 

If I were Jimmy John's brand manager, I would take the whole marijuana theme further by trying to partner with Snoop Dogg, who is notoriously known for smoking weed. Whether that be creating a video ad with him, or even having him work at Jimmy John's for a day taking orders and making sandwiches. I think this would be a great idea for their brand because of Snoop Dogg's massive following on social media.

Overall, from this assignment I learned so much about how many brands with take risks by voicing their opinions through ad campaigns. Jimmy John's idea to advertise their sandwiches by incorporating marijuana memes was very bold, but overall I think it was a great idea.