There’s
no Stamos in our ‘gurt!
Chobani
is my favorite Greek yogurt. Ok it's the only yogurt (Greek or otherwise) that
I even eat! It's delicious. They offer a variety of flavors in combinations you
may not think would taste good together. But they do! And they've just recently
begun offering bite sized yogurt - smaller packages of their awesome flavors
for those of us that want smaller portions. What a concept! Perfect for
snackers like me!
 |
Now you
may be asking yourself "Courtney, why the post about yogurt? And what the
heck does this have to do with John Stamos?!" Patience young
grasshopper...I'm getting to that…
As anyone who watches TV probably knows, there is a Greek yogurt commercial in which two women are eating yogurt in the kitchen and one says to the other that while eating this specific brand of yogurt the next man you lay eyes on will look like John Stamos (the most famous Greek out there. Except for maybe George Stephanopolous....but I digress!) The women proceed to indulge in their yogurt while staring at the doorway to the kitchen. In comes a guy who automatically appears to them as John Stamos. Genius right?!
Genius until the following happens...
As anyone who watches TV probably knows, there is a Greek yogurt commercial in which two women are eating yogurt in the kitchen and one says to the other that while eating this specific brand of yogurt the next man you lay eyes on will look like John Stamos (the most famous Greek out there. Except for maybe George Stephanopolous....but I digress!) The women proceed to indulge in their yogurt while staring at the doorway to the kitchen. In comes a guy who automatically appears to them as John Stamos. Genius right?!
Genius until the following happens...
As you can see from the above exchange, I associated John
Stamos with Chobani. Because in my head the only Greek yogurt I know and
consume is Chobani. As marketers I think we've lost sight of what's important
in our advertising. Sure John Stamos is a cool dude to have in your commercial,
but if someone doesn't even remember the name of your product, or confuses your
product with another brand, then how effective was it to shell out big bucks on
a big name celebrity?! I had to Google the phrase "John Stamos yogurt
commercial" to find out what brand of yogurt was even in that commercial.
Not to mention the fact that this "other" yogurt has an incredibly
difficult name to pronounce! Did they learn nothing from Haagen Dazs?! Again I
digress...
The point here is to get back to the basics of marketing. Your product should be at the forefront of your messaging. Not John Stamos. Simple things like focusing on your product name, perhaps having it said aloud (by John Stamos) in the commercial, would have helped. We all know that eating yogurt will not cause famous people to suddenly appear in our kitchens (if it did, I would have a stockpile of yogurt in a bunker!) so why not focus on why I would really want to choose your yogurt over another brand. What makes it better? Does it taste better? Is it cheaper? Is it easier to find in my local grocery store? Let us not forget the four P’s of marketing 101 when we start the creative development process. Having extraneous things in your ads can be fun and creative, but can also cloud people's judgment and cause confusion, especially if your product is new to market. Remember the product life cycle people! Your marketing efforts need to coincide with where your product is in the eyes of your consumer. If you are the new kid on the block you need a different approach than brands that have been around the block a bit longer than you have. With all the noise we deal with as consumers, make your product stand out or it will be left in the outer banks of your customer's memory. If your product is easily overshadowed by a celebrity endorsement, how compelling can it really be?
The point here is to get back to the basics of marketing. Your product should be at the forefront of your messaging. Not John Stamos. Simple things like focusing on your product name, perhaps having it said aloud (by John Stamos) in the commercial, would have helped. We all know that eating yogurt will not cause famous people to suddenly appear in our kitchens (if it did, I would have a stockpile of yogurt in a bunker!) so why not focus on why I would really want to choose your yogurt over another brand. What makes it better? Does it taste better? Is it cheaper? Is it easier to find in my local grocery store? Let us not forget the four P’s of marketing 101 when we start the creative development process. Having extraneous things in your ads can be fun and creative, but can also cloud people's judgment and cause confusion, especially if your product is new to market. Remember the product life cycle people! Your marketing efforts need to coincide with where your product is in the eyes of your consumer. If you are the new kid on the block you need a different approach than brands that have been around the block a bit longer than you have. With all the noise we deal with as consumers, make your product stand out or it will be left in the outer banks of your customer's memory. If your product is easily overshadowed by a celebrity endorsement, how compelling can it really be?
My apologies to Chobani for confusing them with another brand of 'gurt. I am now über clear that there is no Stamos in yours.
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