This marketing example is a video produced by Kellogg’s Mini-Wheats that really captured my attention. Not only is it not directly trying to sell us Mini-Wheats, but they have done an astonishingly good job of bringing out the message that there truly is a child inside each of us.
The Golden Circle has been made widely known by author, Simon Sinek, who outlines how important it is to “start with why.”
The message in this video is perfectly summed up with a statement that outlines what they believe; no call to action to try to sell you anything, or any link to their product page. It looks like they’re gearing up for a campaign designed to tug at the heartstrings of adults everywhere who’ve been missing out on feeling like a kid lately.
Everyone has an inner kid. Mini-Wheats believes we should let them out and play.
Perhaps this reminder is worthwhile for us entrepreneurs and business owners. I often personally find myself living in a world believing that everything is “serious business” and that time-off is something for those who are “less dedicated.”
This is the second message I’ve seen today encouraging me to loosen up and have some fun. I think I’ll go do that (right after I finish formatting this computer).
In today’s world I believe that marketing is doing it’s job when it actually hits home with a message that is meaningful and that I can relate to my own experiences in life. Today, Kellogg’s has helped me reflect on who I am, what I’m trying to achieve, and how I’m going about achieving it. That’s why the marketing will work. Is it going to directly convert into sales that they can track, measure, and analyze? Probably not. But next time I’m thinking about cereal and I’m standing in the grocery store looking at the wall of hundreds of options, the emotional connection they made with me today will certainly make a difference in my purchasing decisions.
Marketing is doing its job when it actually hits home with a message that is meaningful and that I can relate to my own experiences.
At Measurable Genius, once of our core values is that we invest in long term vision. Today’s marketing example by Kellogg’s has done that with me today, and hopefully, with many other potential customers with this video, and for that, I believe their marketing team should be proud.
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