Eyes on Localized Marketing:
Organic Baby Food Company Stays Strong as Idol Rises
Organic Baby Food Company Stays Strong as Idol Rises
Double click here to edit this text.
©Kristen M. Conte, 2010. All rights reserved.
Notice: You may not, except with Kristen M. Conte's expressed written permission, distribute or commercially exploit the content of this website, including text and imagery. Nor may you transmit it or store it in any other website or other form of electronic retrieval system.
By Kristen Conte
August 19, 2010
With 16 states hanging at a 10 percent or higher unemployment rate, it’s no secret that companies across America are struggling. During these especially difficult times, CEOs, CFOs and business owners alike are looking for cost-effective ways to boost sales and to inform the public about their company, products and services.
Denise Henderson, founder and CEO of Chicago-based Square One Frozen Organic Superfoods, was also looking for economical marketing solutions. Henderson felt challenged to create cost efficient promotional materials to consumers that would prove useful and instigate word-of-mouth advertising.
However, Square One Organics was not immune to the effects of the 10.4 percent unemployment rate in Illinois, and marketing dollars were limited. After brainstorming options, Henderson approached her husband Jeff and his band-mates about creating a children’s album.
Jeff had been playing with a local group, The Lee DeWyze Band, for some time, and after discussing, both parties decided that a CD was a win-win situation. Distribution of the disc would increase exposure for the band, and in turn, it would be incredibly cost-effective to create, as the group was willing to write and perform all the music at a great price: free.
As lead singer and songwriter for the band, Lee DeWyze jumped right in, co-penning five songs and contributing lead vocals to three. Songs on the album discuss the nutritional benefits of Square One Organics Superfoods, and include catchy tracks like “Vitamin A”, “Porridge” and “Greens.” These aren’t the typical “Wheels on the Bus” songs either—they are something that both parents and kids can enjoy.
As it turns out, Henderson got more than she bargained for once the CD made its way into circulation—and DeWyze qualified as a contender on Season 9 of Fox Television’s national phenomenon, American Idol. As DeWyze made his way into the top 10 and continued to survive through elimination rounds, Henderson leveraged the media frenzy by stamping her website with the American Idol logo and news of DeWyze appearing on the Square One Organics CD.
She also began reaching out to audiences through cost-free marketing channels, including blogging, tweeting and Facebooking about her products. Pretty soon, the Square One Organics name started popping up in Internet searches for “Lee DeWyze” and Square One’s marketing funnel opened up. National recognition for the company emerged, and a multitude of diverse consumer groups gained familiarity with the brand.
When asked about Square One Organics sales since the American Idol media storm, Henderson replied, “There hasn’t been a huge spike in sales, but the situation has helped us to hold our own in poor economic times.”
Even though the results of Henderson’s approach to localized marketing may be prodigious, business leaders across the country can certainly take note. Utilizing local musicians for advertising efforts is not a homogenous solution for all types of business, but there are many alternate options that may also glean cost effective, positive results.
For instance, take note of imagery in your local newspaper that is particularly eye catching and partner with the photographer for your company’s next brochure. Another option is to work with a community college and create a contest for graphic design or web development students. Challenge the students to create the most unique logo, splash page or Flash template that they can imagine. For cost efficient copywriting, reach out to a colorful writer featured in a local magazine or alternative newsweekly and ask them to pen the content for your business’s upcoming direct mail piece.
There are numerous ways to leverage regional talent for advertising, and as shown by Square One Organics, localizing marketing efforts can lead to endless opportunities.
Kristen Conte is a freelance music and concert review journalist, and the author of the “Motor City Live” blog through www.thecounterproject.com. Conte is based out of Roseville, Mich. and can be reached at kmcdetroit@gmail.com.
http://www.corpmagazine.com/management/sales-marketing-/itemid/1763
August 19, 2010
With 16 states hanging at a 10 percent or higher unemployment rate, it’s no secret that companies across America are struggling. During these especially difficult times, CEOs, CFOs and business owners alike are looking for cost-effective ways to boost sales and to inform the public about their company, products and services.
Denise Henderson, founder and CEO of Chicago-based Square One Frozen Organic Superfoods, was also looking for economical marketing solutions. Henderson felt challenged to create cost efficient promotional materials to consumers that would prove useful and instigate word-of-mouth advertising.
However, Square One Organics was not immune to the effects of the 10.4 percent unemployment rate in Illinois, and marketing dollars were limited. After brainstorming options, Henderson approached her husband Jeff and his band-mates about creating a children’s album.
Jeff had been playing with a local group, The Lee DeWyze Band, for some time, and after discussing, both parties decided that a CD was a win-win situation. Distribution of the disc would increase exposure for the band, and in turn, it would be incredibly cost-effective to create, as the group was willing to write and perform all the music at a great price: free.
As lead singer and songwriter for the band, Lee DeWyze jumped right in, co-penning five songs and contributing lead vocals to three. Songs on the album discuss the nutritional benefits of Square One Organics Superfoods, and include catchy tracks like “Vitamin A”, “Porridge” and “Greens.” These aren’t the typical “Wheels on the Bus” songs either—they are something that both parents and kids can enjoy.
As it turns out, Henderson got more than she bargained for once the CD made its way into circulation—and DeWyze qualified as a contender on Season 9 of Fox Television’s national phenomenon, American Idol. As DeWyze made his way into the top 10 and continued to survive through elimination rounds, Henderson leveraged the media frenzy by stamping her website with the American Idol logo and news of DeWyze appearing on the Square One Organics CD.
She also began reaching out to audiences through cost-free marketing channels, including blogging, tweeting and Facebooking about her products. Pretty soon, the Square One Organics name started popping up in Internet searches for “Lee DeWyze” and Square One’s marketing funnel opened up. National recognition for the company emerged, and a multitude of diverse consumer groups gained familiarity with the brand.
When asked about Square One Organics sales since the American Idol media storm, Henderson replied, “There hasn’t been a huge spike in sales, but the situation has helped us to hold our own in poor economic times.”
Even though the results of Henderson’s approach to localized marketing may be prodigious, business leaders across the country can certainly take note. Utilizing local musicians for advertising efforts is not a homogenous solution for all types of business, but there are many alternate options that may also glean cost effective, positive results.
For instance, take note of imagery in your local newspaper that is particularly eye catching and partner with the photographer for your company’s next brochure. Another option is to work with a community college and create a contest for graphic design or web development students. Challenge the students to create the most unique logo, splash page or Flash template that they can imagine. For cost efficient copywriting, reach out to a colorful writer featured in a local magazine or alternative newsweekly and ask them to pen the content for your business’s upcoming direct mail piece.
There are numerous ways to leverage regional talent for advertising, and as shown by Square One Organics, localizing marketing efforts can lead to endless opportunities.
Kristen Conte is a freelance music and concert review journalist, and the author of the “Motor City Live” blog through www.thecounterproject.com. Conte is based out of Roseville, Mich. and can be reached at kmcdetroit@gmail.com.
http://www.corpmagazine.com/management/sales-marketing-/itemid/1763
©Kristen M. Conte, 2010. All rights reserved.