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Marketing tips, observations & philosophy, plus a few rants and random musings - from those who practice, preach and teach marketing, research, advertising, public relations and business strategy.

Tuesday, May 27, 2008

Tap in to Your Customer’s Ego to Tap in to their Wallet: A Lesson From M&Ms



Starting next month, we’re all going to be able to print our face on that iconic candy that does (in fact) melt in your hands – M&Ms.

M&M Faces allows consumers to upload a photo to MyMMs.com and print it on a batch of M&Ms with a personalized message. (Oh, the possibilities….)

This is marketing genius on so many levels, but here are my top two:

1.) M&Ms understands that we are now in a consumer-driven marketplace where customization is king.

2.) M&Ms understands that their product itself isn’t all that groundbreaking (i.e., candy-coated chocolate), so they’re setting themselves apart with truly groundbreaking promotions.

So, for being one of the first companies to truly initiate a dialogue with customers – anybody remember the contest where you could vote for the next M&M color? – and for keeping the conversation going – see above and BecomeanMM.com - kudos the folks at M&Ms!

Hmmm.... Wasn't there a candy bar called Kudos at one point?

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2 Comments:

Blogger Ann said...

Is there a point where you get an over-saturation of customization? Where there are just too many options in one place? I think it's a cool idea, but I can see the extreme very near on the horizon!

3:04 PM

 
Blogger Skip Lineberg said...

Ann,

You raise an excellent question. I guess only time (or extensive research) will tell if a brand can go too far with customization. The trend pendulum has a way of swinging back the other direction, doesn't it?

Thanks for stopping by and joining the conversation. Hope to see your thoughts and comments here often!

Skip

4:38 PM

 

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