Look, we're huge fans of Perdue chicken, it's yum-yummy, but egad, man. Someone in their marketing dept. had a brilliant idea to get the brand message in the home, for perhaps half a penny a piece, with a nice little message booklet ... covered in slimy chicken blood. Yep. Tucked inside the package under the juicy little hunk of raw meat. In-home impressions are good, but this is a fine lesson in the fact that not all brand impressions are created equal. Marketing is a magnet with both attracting and repelling poles -- it's always good to think, what is the potential anti-response to each impression? I'm sure if you do the math, a 0.5 cent impression with a 1% response rate leads to more chicken sales at 50 cents per incremental sale ... but for the rest of us being impressed, tomorrow, baby, we're cooking steak.
2 comments:
Would a bloodied chicken package pamphlet be smart placement for an anti-bacterial kitchen cleaner or hand soap?
Actually, we think that could be a good use of this touchpoint. The product (cleaner) resonates with the need (ugh, clean up!).
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