As marketers, we sometimes forget there are individuals behind the audience profiles, segments, demographics and other classifications we use for consumers. This can lead to marketing copy that’s out of touch and impersonal. In this day and age when brands engage with consumers through various channels, rather than hiding behind an 800 number, we need to make sure brand interactions are relatable, not robotic.
Our friends at Little Duck Organics embrace this idea and their copy reflects their audience. Here are a few lines from the back of their Tiny Fruits organic snack for kids:
Ever experience a toddler meltdown at the bank or while jamming some J. Biebs in your super sweet minivan? Mom. Dad. Aunt Becky. We’ve got your back. Not only are Tiny Fruits perfect for mealtime and snacktime, but they’re also awesome for thwarting any impending disaster with a sometimes temperamental toddler.
Little Duck created a brand voice that’s fun, hip and down to earth, rather than corporate.
This post originally appeared on the GY&K Marketing Innovation Blog. Continue reading here.
by Brady on March 13, 2012
This week a few of us from GY&K head West…..South by South West to be exact.
South by Southwest (SXSW) is a conference in Austin, Texas that encompasses technology, music, film, fashion and more. As I said in my post last year, the SXSW event tagline sums it up – Tomorrow Happens Here.
The tagline is a nod to the fact that products often launch or release major updates during the event each year, hoping to catch the attention of the predominantly tech savvy audience. Speaking panels tackle forward thinking topics like the future of video on the web, and companies of all sizes mix and mingle at more events than one person could possibly attend.
Three years ago I took personal time off from work to see what the SXSW hype was all about. The experience was truly life changing, and the education, networking and entertainment far exceeded my expectations. I immediately recognized the need for GY&K to have more of presence at this event, especially given our commitment to marketing innovation.
So with that in mind, we teamed up with our fellow Granite State innovators from Dyn Inc., and pulled off our first SXSW event in 2011. This video shows how the Foo Fighters almost spoiled our fun by forcing a last minute venue change!
This post originally appeared on the GY&K Marketing Innovation Blog. Continue reading here.
