Is there still a place in the world for mainstream diet brands such as Jenny Craig, Nutrisystem and Weight Watchers, as consumers who used to call themselves dieters instead identify as health-conscious?
That’s a question these tried and true brands are asking. And here’s the question that I’m asking: Is a celebrity spokesperson still the best way to connect? Marie Osmond for Nutrisystem, Kirstie Alley for Jenny Craig and now the spokeswoman of all spokeswomen-Oprah for Weight Watchers? Is it possible for the “Oprah Effect” to return Weight Watchers to its former glory? As a lifetime dieter and healthy-food obsessed marketer, I am going to go out on a limb to say even Oprah may not be enough. The new paradigm in dieting and fitness isn’t about going to weekly meetings, consuming pre-packaged foods and counting calories (or points in the case of Weight Watchers). It’s about eating clean, natural foods, knowing where it comes from, and being held accountable by robust and much less expensive online communities like My Fitness Pal, Nike plus and a host of others.
Continue reading HEALTHY FOOD MARKETING: CAN YESTERDAY’S DIETS SURVIVE IN TODAY’S WORLD? Can Oprah save Weight Watchers and what can Marketers learn from this historic brand’s journey.
There was a time, not too long ago when the idea of staying in a stranger’s bed for a few days while you’re on vacation was very very resistible…until Airbnb came along. When founded in 2008, Airbnb had to overcome major negative perceptions to make their business model work. Today, the company has over 1,500,000 listings in 34,000 cities and 190 countries. Pretty legit. With that kind of success, hotel chains would be wise to start thinking about how Airbnb became such an almost overnight success (no pun intended), and what they can do to stay relevant and exciting in this new age of travelling. So what exactly is it that makes Airbnb so irresistible, and how can hotel chains compete?
Continue reading MAKING BRANDS IRRESISTIBLE: HOTEL CHAINS COULD LEARN A THING OR TWO FROM AIRBNB What is it that makes Airbnb so irresistible?
Marketers can take a big hint from something they might not be thinking about: Incredible Podcasts. Podcasts are an unchartered place to look for branding clues. Whatever is that you’re selling, a compelling story is a must. An intriguing beginning, a juicy middle, and an explosive ending that leads straight to customer loyalty. The below titles have mastered the art of storytelling. Check out some of the fan favorites below and find out exactly what your brand is missing:
Overview: “One story told week by week” by Journalist Sarah Koening. Fifteen years ago a young girl was murdered, and her ex-boyfriend is still in jail. Did he do it? Sarah has recordings of the court case and weekly phone calls with the man still behind bars. It’s an inside look into a real crime; it’s so much better than CSI.
Why so Irresistible? Unpredictable. Each week introduced new information and shocking plotlines. The way the story was slowly fed to the listeners made it hard to be patient. Koening’s perspective constantly shifts, and it’s hard not to change your mind. Serial can teach us to be unpredictable and to tell a story in an unobvious way.
Continue reading What Marketers Can Learn From Podcasts Find Out Why These Podcasts Are So Irresistible