Trader Joe’s in Seattle now carries Cabot cheddar cheese from Vermont!
The Got Milk ad campaign was created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board. The ad campaign has effectively promoted dairy products since 1993.
Durable, transportable, recyclable. All benefits of box wine. Hard to believe that this environmentally-friendly, low-cost packaging alternative to glass bottles has not already consumed the wine industry. An interesting case of marketing and consumer demand.
In Washington State, Avery Lane, English Estate Winery, Revelry, Tefft, and Washington Hills offer box wine. I e-mailed the Washington Wine Commission to encourage more wine producers to consider box wine packaging. However, they could not tell me how to influence wineries’ or retailers’ packaging decisions.
Got any ideas? Please e-mail scott@marlowfive-0.com.
Gretchen Mueller, a fellow Indiana University alumnus, is working with me to update her website. Watch the changes at www.brandexplorations.com where you can learn more about Gretchen’s branding services.
Another effectively branded Canadian institution, Joe Mamma Bikes & Boards is striving for second place as the worst-bike shop in Ottawa for customer service. Employees at this LBS successfully effect an east-coast ‘boarder’ attitude.
Customer: Do you carry the Ottawa Cycling Map?
Clerk: Joe Mamma.
Customer: Do you know where we could find the Ottawa Cycling Map?
Clerk: Joe Mamma.
Customer: Do you have any mountain bike trail guides for Ottawa?
Clerk: Joe Mamma.
Customer: Where do mountain bikers ride around Ottawa?
Clerk: Joe Mamma.
Curt answers convey a flippant tone to customers. This nonchalant behavior is rabid among teen- and other inexperienced sales personnel, particularly in the retail sector. Your local bike shop (LBS) included. Use every customer contact as an opportunity to develop rapport by using effective dialog. Ask lots of questions. Dig under the surface to find what the customer really wants.
If you ever need advice about marketing or sales efforts, don’t worry. You’ll never hear a “Joe Mamma” response from me. Meanwhile, for a more motherly experience, check out Maman at the National Gallery of Canada.
Chemin de queue de ouais de…or, in English, Shoulda Coulda Woulda.
Form follows function. Associated with architecture, ‘form follows function’ states that the shape of a building or object should be based on its intended purpose.
Around Ottawa, including Quebec, French-speaking pedestrians and bicyclists may find streets more navigable than car drivers. Why? Because the street signs in this area are printed so small that you cannot decipher the text in a vehicle until you are upon the road.
Additionally, in Quebec, where 80% of the population speaks French (the official language), street names are printed en francais seulement, n’est-ce pas. Unfortunately, many maps of the area use English or alternate names for the same streets. So a navigator might encounter a road with three names.
The City and Province shoulda and coulda solved this communication issue by 1) providing bi-lingual street signs and maps, 2) increasing the font size of street signs, and/or 3) placing street signs farther in advance of intersecting streets.
Form follows function.
Help visitors contact you by providing readily accessible contact information in all of your marketing collateral, both print and online, n’est-ce pas?
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