I have become somewhat obsessed with Kickboxing. After eying my local Title Boxing Club for months, I finally decided to join. It’s been about a month now and I am feeling great! Now you may wonder, what does this have to do with healthy food marketing?
One of my favorite marketing books by Gary Vaynerchuk. Jab, Jab, Jab, Right Hook, How to Tell You Story in a Noisy Social World. If you haven’t read this book, put it on your bucket list. Vaynerchuck provides strategies on how entrepreneurs can maximize their social network strategy in order to engage the right consumers in the right way. The book is filled with practical tips and several case studies.
Vaynerchuck highlights a food case study regarding Denny’s successful use of Tumbler. They have an animated GIF with a stack of pancakes, dripping with syrup with a fork repeatedly scooping up gooey bites of goodness. The fun animated GIF was accompanied with the popular YC song “Racks.” According to Vaynerchuck, this unique use of Tumbler captured Millennials, allowing Denny’s to branch from their traditional target market of families and retirees.
While I prefer homemade pancakes with real maple syrup, this GIF still gives me the conditioned mouth watering response. Taste is the ultimate predictor of whether a consumer will purchase your product. Finding ways to solicit such a conditioned response is what makes companies like Denny’s succeed. Imagine if more healthy food companies can emulate a similar response?
Now I am not sure if Vaynerchuck boxes, but his ability to relate boxing fundamentals to marketing is spot on. Now that I have actually participated in boxing and kickboxing classes, his advice has a renewed sense of meaning. Check out his info graphic below. For more details, buy the book, it’s worth the read.