Marketing Like A Breakfast Cereal
What was in your bowl this morning?
Posted on: 17/06/2013 By: Judith Halliday
Marketing has rarely been so successful as the campaign that has given Special K its place in the nation's consciousness as a low-calorie diet cereal. Eat it every morning and you'll be in tight red swimsuits or slinky red dresses before you know it ...
will a bowl of cereal help you to look great on the beach this summer?
That's what marketing is all about, creating the right impression in people's minds that your product is something they need or want.
Whatever we're marketing, it helps if we get our name regularly in front of people with a message attached. So, we need to tell people we're the IT company to go to, or that we sell the building products that will do the job the best possible way, or we're the accountants that will get you the best possible return on your investments.
"If we don't believe we are the best, then no-one
else is going to"
Sales are what matters, whether it's our products or our services, we need people to trust us, buy from us and return for more. So getting the marketing right is vital - and the crazy thing is, as long as it's not utterly misleading, you can use good marketing to do whatever you want it to do.
In the same way that Special K has positioned itself in the market as the low-calorie option, perfect for the figure conscious or the dieter, Weetabix has found its own niche.
Both are popular, sell well and offer a healthy start to the day. But Weetabix, we are led to believe, makes you ready for anything - it's a good, nutritious, filling breakfast cereal that will set us up for the day. The wholesome ingredients will help our bodies grow, ready for whatever life throws at us. None of this low-calorie, slinky red swimsuit nonsense - Weetabix eaters need real nutrition.
Just to throw a spanner in the works, let's look at the facts. According to their own websites, in a 37.5g portion of Weetabix, there are around 134 calories, in 37.5g of Special K, there would be 142 calories.
Now that's good marketing!
Until next time ...
My writing career began under the bright lights of Gateshead in 1986 - who wouldn't love a job that offered the chance to listen to Gateshead Borough Council's Public Waste Committee debate the introduction of wheelie bins for three hours? It was the start of a working life that taught me what makes a good story and how to tell it and, although I don't have a news editor lurking ready to throw things at me any more, or so much of an interest in wheelie bins, my love of writing and a fascination with talking to people and telling their stories is as strong as ever.
Today I work for Business Times in Northampton and the Northants Evening Telegraph as well as providing copywriting services and press releases for a number of local companies.
When I'm not doing that, I indulge in the things I love most, which include, in no particular order: my teenage children, Sunderland football club, my husband, chocolate, QI, Chinese noodles, my closest friends, Test Match Special, red wine, reading in bed, The Sound of Music and growing vegetables.