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?
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?
Labels: marketing; Mars Snackfood USA; consumer; 2.0; promotions
posted by Anonymous at 9:19 AM
2 Comments:
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
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!
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4:38 PM
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