January 27th, 2009
by Lorrie Thomas
Repurpose your Assets for Marketing - M&Ms did!
I’m a big advocate of using assets you already have to get great marketing results.
A great example of this practice comes from a product we all know and love – M&Ms. Yes, M&Ms are milk chocolate that melts in your mouth and not in your hand, but we put them on a brilliant marketing pedestal too!
I don’t need to explain the background behind what green M&Ms mean (if you don’t know, go ask a grown up) but what I will explain in the name of healthy marketing is the power of understanding how your audience uses your product then leveraging that knowledge to REPURPOSE assets you already have (case in point…green M&Ms) into a new spin that is timely, relevant and valuable.
M&M’s is proclaiming green to be the new color of romance. The concept is clever, in line with the history behind green M&Ms and is timed perfectly to capitalize on Valentines Day in a fun, fresh, fabulous way.
Pamela Sherman, WMT’s relationship marketing expert, is big on message timing. This campaign did just that and the new “green is the color of romance” concept ties into one of our favorite books: Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant
Web Marketing Therapy Related Links:
- Another Positive Role Model Holiday Card – www.mafg.com
- Positive Role Model – Bulldog Solutions Holiday Card
- Positive Web Marketing Role Model and Wild Web Woman – Dani Spies, Vlogger and Culinary Weblebrity
- How Blake Mycoskie has Made the Business of Giving Pay Off for TOMS Shoes – A WMT Positive Role Model
Sue
(February 8th, 2009 at 12:14 pm)
Hmmm. I didn’t see any green M&M’s hangin’ around. And I’m pretty good at sniffing out chocolate. Next time I’ll don my spyglasses.