Introducing a brand into an established category is tough, but there are new strategies to try out, says Ed Hughes
Bahlsen's plan to release a product into the jaffa cake market raises an interesting question for today's brand marketers: in an age where the mass media approach of creating a competitive advantage by shouting louder, more often and for longer than the competition no longer works, how can a brand make its mark in a competitive category?
Repeatedly assaulting buyers with messages delivered through an increasing number of media channels is actually a self-defeating exercise, as customers just learn to drown out this brand 'noise'. The key to engaging with your market is by opening up dialogue, talking persuasively and making sure that when people talk about your sector they recommend your brand.
In the marketplace, people are selling, buying and talking. Around every purchase decision, transaction and negotiation, there's a network of conversations, not just between brands and the customer, but involving a complex matrix of people friends, retailers, experts, reviewers, bloggers all offering opinions.
Controlling and influencing the people influencing our decisions is key to building brand loyalty and driving sales. And just as important as the content produced is the integrity of the people making it. Ask yourself whose endorsement carries greater impact in your own decision-making process: the paid celebrity, the TV advert, or the wine seller (for example) who always picks out the best bottle of red for you?
Bahlsen must embrace this fundamental shift in the way marketing works. Indeed, the company will need to look beyond the traditional buyer-and-seller relationship to identify all the influencers within every channel and win them over.
To do this effectively, they need to be able to identify who their influencers are and develop strategies that talk to them in an appropriate way; whether through social media or professional endorsement.
In addition to creating a core 'sales message' aimed at the buyer, Bahlsen needs to create a suite of tailored 'influencer messages' designed to harness key influencers' support and get them on-side as vital players in the sales team.
Ed Hughes is managing director of Geoff Howe Marketing Consultants.
Bahlsen's plan to release a product into the jaffa cake market raises an interesting question for today's brand marketers: in an age where the mass media approach of creating a competitive advantage by shouting louder, more often and for longer than the competition no longer works, how can a brand make its mark in a competitive category?
Repeatedly assaulting buyers with messages delivered through an increasing number of media channels is actually a self-defeating exercise, as customers just learn to drown out this brand 'noise'. The key to engaging with your market is by opening up dialogue, talking persuasively and making sure that when people talk about your sector they recommend your brand.
In the marketplace, people are selling, buying and talking. Around every purchase decision, transaction and negotiation, there's a network of conversations, not just between brands and the customer, but involving a complex matrix of people friends, retailers, experts, reviewers, bloggers all offering opinions.
Controlling and influencing the people influencing our decisions is key to building brand loyalty and driving sales. And just as important as the content produced is the integrity of the people making it. Ask yourself whose endorsement carries greater impact in your own decision-making process: the paid celebrity, the TV advert, or the wine seller (for example) who always picks out the best bottle of red for you?
Bahlsen must embrace this fundamental shift in the way marketing works. Indeed, the company will need to look beyond the traditional buyer-and-seller relationship to identify all the influencers within every channel and win them over.
To do this effectively, they need to be able to identify who their influencers are and develop strategies that talk to them in an appropriate way; whether through social media or professional endorsement.
In addition to creating a core 'sales message' aimed at the buyer, Bahlsen needs to create a suite of tailored 'influencer messages' designed to harness key influencers' support and get them on-side as vital players in the sales team.
Ed Hughes is managing director of Geoff Howe Marketing Consultants.
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