Sometimes, when I mind my own business, the world’s worst marketing ideas slap me in the face.
When I saw this image posted on Instagram, I shook my head wondering – what in the world was someone thinking? Is there a marketing manager at Hostess who thinks this is a good idea? Really?
Then I shared the image with a range of people I know, most of them said, “I’d try it.”
I’m Not the Target
I need to keep learning the lesson repeatedly, that I’m not the target audience for everything.
Just because Hostess Twinkies or Ding Dongs Iced Coffee makes me want to puke – doesn’t mean this might not be the best idea in the world for those who love artificial, chemical-laced cakes made with modern food science chemistry turned into on-the-go caffeinated beverages.
Reminder:
- Your opinion rarely matters if you aren’t in the target audience.
- A novelty line extension may appear stupid to you – but to the intended audience, its fun and fits with the quirkiness of the brand. Consumers love novelty products and line extensions that break the rules. In theory, baked goods as a drink sounds off-brand, but to the intended office may fit like a glove.
- Marketers can be snobs – like me. Sometimes, we don’t understand the consumer and think we know it all. We see a new product or service through our eyes, not the prospect.
- Some of the worst marketing ideas are big successes because they resonate with someone who values different things from you.
- Testing new ideas in a market gives you real-world insight that can be missed from conversations and slide decks. (see consumer insight versus home research testing).
Anyone want to buy The Marketing Sage herbed-infused perfume, The Market Sage-based vintage balsamic vinegar or The Marketing Sage room deoderizer and sanitizer?
I didn’t think so.
Got a new product you are ready to launch? I can help you avoid some of classic mistakes. Want to talk?
I can help. You can set up a time chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com. Let’s explore working together today.
Morning Jeff,
I too have seen this popping up in my Instagram feed. Some brands seem to have fallen victim to their own internal monologue. “We know 80%+ of new product introductions fail, we’ve been told it’s OK to fail fast, let’s drop in an LTO and see if it sticks.”
Burger King actually uses this strategy to field test new menu items, so here’s to hoping that Hostess tracks their sell-in/sell-out metrics to see if this is a worthwhile line extension. Pumpkin Spice Twinkies, headed to a grocer near you!
Best – Simon
Simon, Great point about Burger Kings go-to-market approach on new product launches. Sometimes their stuff is part product/part PR.
I see Cheerios is now introducing a pumpkin spice cheerios for the fall. What makes me laugh about it was that they probably had this idea 5 years ago but it took layers of management to give it the green (or pumpkin colored) light.
Thanks for commenting.
Jeff