Advertising is dead…or is it?
April 27th, 2006I read Seth Godin’s blog and her referred to this story of “How KitKat became number 1″. It describes how KitKat, through a very patient and subtle promotion got their product go from an un-cool brand to a best seller with the kids.
There are three things that I think anyone can learn from this, no matter what your product or service is:
1. To get somewhere in a promotion or marketing activity you have to plan. These guys had a very clear strategy with an end-goal and specific steps in place. It wasn’t simply a great idea; it was a great idea with a great plan.
2. Understanding the audience. A key to their success was that they understood that traditional advertising has no credibility with their audience. The essence of their campaign was word of mouth advertising. I wonder, does traditional advertising have any credibility with your audience?
3. They took their time. Creating interest and influencing behaviour takes time. You are dealing with people, and people need time to adjust, to accept.
April 29th, 2006 at 12:49 am
David, the link above goes to a trackback, not to Seth Godin, btw. But you certainly have my curiosity peaked!
April 29th, 2006 at 9:30 am
David - is there an email address where I can reach you? I’m trying to contact you related to a technical matter at David Maister’s site (your spam filter is blocking the message he’s trying to send you) — but any email we send, from any address, to the email address you left us is being bounced by your spam filter. Sorry to bring an tech support issue to your blog, but I didn’t know how else to reach you. Please drop me a note at support AT davidmaister DOT com if you’d like to help us clear up how to get the messages you’ve opted in for through to you. Thank you!
Shaula Evans
DavidMaister.com Technical Support
support@davidmaister.com