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Wow Momo's fan-based marketing

Wow Momo's is a name now synonymous with rapid growth and positivity. I cam across an interesting study and have summarized it to share what makes their marketing model an interesting story to listen and learn from.   

The brand is rapidly expanding adding 30 - 40 stores this year, similar to 40 added last year, with eighty percent in tier two and tier three cities. 

The fan based marketing-

  • Targeted marketing tapping sports fandom as well as specifics such as Indian Momo League programs. 

  • Targeting local markets by connecting with audiences, consumers, or communities using their native, everyday language and cultural idioms, rather than formal or standard language. 

  • Association with major sporting events and then facilitating outlet sale time with the events on the go. 

  • Operating stores as per the local market as well as sport events needs. For instance, most stores open till 3 am and a few places are open 24 hours. 

  • Building store look and feel such as regional artworks as per regional sensibilities and then an introduction of regional flavors.

  • Hiring local people removing English as the primary language.  

if we look closely on the above summarized points, you can find that each factor demonstrates marketing language from the viewpoint of end-consumer, it's not how big the Brand is but what it can do for you.

And what has it resulted in- 

20-21 percent SSSD (same store sales growth) from 14.1 per cent of last year and almost equivalent to the same numbers on SSTG (same store transaction growth). That’s the best in the industry. 
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