What makes a chicken marketing campaign successful?
Chicken marketers, remember that you’re a consumer too.
That’s what Joe Conte, vice president sales, Media Center of Excellence, IRI, and one of the featured speakers at the upcoming 2022 Chicken Marketing Summit told me recently.
“I think it’s important that while we dig into the technology and the data and work with our retail and channel partners is not to forget that we’re consumers too. What is the experience that we want? What is the experience we’ll find compelling?” he explained.
“If an idea doesn’t make sense to you or you think it’s stupid or confusing, then it is no matter how clever or how innovative or how bleeding edge it is.”
I thought he made a spectacular point. At the heart of it, marketing is just creating a connection with consumers.