Newspaper Works.
Social Media. Tale of the Junky Carrot. What do you do if you want to sell more carrots? One thing, apparently, is to begin viewing the world from a different perspective. Recently, Fast Company, published this insightful article describing how the creative team at Crispin (an advertising firm) helped BoltHouse Farms increase sales of its pre-cut baby carrots. How did they do this? I'll let you read the whole article but they began by questioning assumptions. To wit, one executive said he wanted carrots "to be junk food. " This might sound ridiculous but his reasoning was sound: Baby carrots share many of the same characteristics as junk food -- they're "neon orange, crunchy, dippable, and kind of addictive.
" I would submit that Crispin's work is not only an excellent example of seeing the world differently and questioning assumptions, it is also a wonderful example of turning a problem into an opportunity. Interested in other health-related unlearning madness? How About Trying This Corny Idea. API Magazine Twitter. Trendwatching: Consumer trends/insights. mUmBRELLA. Custom Media - ThinkTank. Posted by Gordon Plutsky on Wed, Oct 03, 2012 Last week I enjoyed hearing from Erik Drake, EVP of Stoneyfield Farm Yogurt who was a guest speaker at the Ad Club’s CMO Breakfast series . Stoneyfield is the leader in organic yogurt in addition to being a leader in the new model for consumer packaged goods customer engagement. They have chosen to move beyond the traditional model of one-way ads based on features and benefits to a true content-based customer outreach model. For their business it makes perfect sense for several reasons.
Additionally, they have an interesting and in-depth story to tell about their brand that is not done justice in a 30 second spot or print ad. Their goal is to engage, educate and convert with an authentic message about their values regarding health, wellness and being a good steward of the planet. The web site is packed with content in the forms of articles, blogs and videos. Posted by Gordon Plutsky on Mon, Sep 24, 2012 Person to Person Marketing.