Campbell’s has developed a campaign for Swanson broth which is an excellent example of how to talk to your customer. A new series of commercials begin with the question, “Why Do I Cook?”
The first one of these I saw answered the question several ways:
The question “Why do I cook” gets the attention of cooks. It certainly pulled me in. I stopped and thought, “Why do I cook?”
Before I could answer, the commercial offered me several. I loved the blank canvas answer because I view cooking as a creative venture. Since I am an adventurous cook, I also loved the idea of traveling the world without leaving home. Other cooks likely found identity with sharing love and remembering Grandma. Most cooks agreed with one or more of the answers offered.
The question and the answers did more than get my attention. They spoke to me and made the commercial memorable. They also transitioned to a focus on how Swanson broth improves recipes. The product was prominently featured throughout the commercial.
This commercial did what marketing messages are supposed to do. It got the attention of its target market, spoke to that market, and gave the market reasons to buy the product. It positioned Swanson broth as understanding cooks. It also presented ideas of how to prepare more tasty dishes.
As I reviewed the commercial at Swanson’s Web site, I noticed the “Why Do I Cook” theme has been carried beyond the commercials. The site offers recipes, an opportunity to share my reason why I cook, and a chance to view the video library. In the library are more than commercials. This library has videos of how to cook particular recipes, giving cooks even more information. Cooks devour information on how to cook. Offering information further demonstrates an understanding of cooks, Swanson’s market. It also gives cooks a reason to frequent the site regularly. Cooks like to share, too. The site makes sharing easy through links to Facebook and Pinterest.
The “Why Do I Cook” campaign lays out a template on how to talk to your customer, how to involve your customer in your product or service, and how to increase your customer’s interactions with your Web site. How can you use this template to improve your marketing?
This week's marketing trivia challenge is What have you done to talk to your customer? E-mail me your answer.
Elizabeth K. Fischer
E-sessions help you make your marketing profitable
The first one of these I saw answered the question several ways:
- Because an empty pan is a blank canvas,
- To remember my grandma,
- To share my love,
- To travel the world without leaving home.
- To wow,
- To share with family,
- To carry on traditions,
- To come together even when we’re apart,
- Because food is comforting.
The question “Why do I cook” gets the attention of cooks. It certainly pulled me in. I stopped and thought, “Why do I cook?”
Before I could answer, the commercial offered me several. I loved the blank canvas answer because I view cooking as a creative venture. Since I am an adventurous cook, I also loved the idea of traveling the world without leaving home. Other cooks likely found identity with sharing love and remembering Grandma. Most cooks agreed with one or more of the answers offered.
The question and the answers did more than get my attention. They spoke to me and made the commercial memorable. They also transitioned to a focus on how Swanson broth improves recipes. The product was prominently featured throughout the commercial.
This commercial did what marketing messages are supposed to do. It got the attention of its target market, spoke to that market, and gave the market reasons to buy the product. It positioned Swanson broth as understanding cooks. It also presented ideas of how to prepare more tasty dishes.
As I reviewed the commercial at Swanson’s Web site, I noticed the “Why Do I Cook” theme has been carried beyond the commercials. The site offers recipes, an opportunity to share my reason why I cook, and a chance to view the video library. In the library are more than commercials. This library has videos of how to cook particular recipes, giving cooks even more information. Cooks devour information on how to cook. Offering information further demonstrates an understanding of cooks, Swanson’s market. It also gives cooks a reason to frequent the site regularly. Cooks like to share, too. The site makes sharing easy through links to Facebook and Pinterest.
The “Why Do I Cook” campaign lays out a template on how to talk to your customer, how to involve your customer in your product or service, and how to increase your customer’s interactions with your Web site. How can you use this template to improve your marketing?
This week's marketing trivia challenge is What have you done to talk to your customer? E-mail me your answer.
Elizabeth K. Fischer
E-sessions help you make your marketing profitable
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