Tuesday, February 19, 2013

Shake and Bake: Appreciating Traditional Media

When strategizing marketing techniques for the future, we find ourselves often looking to the past.  Elements of marketing methods from the past may often inspire us.

Today we look to Shake and Bake for some inspiration. Why was the marketing for this product so successful?

1: They really knew their market
2: They knew what their audience was looking for

Today, it is very common for husbands and wives to share responsibilities around the house when it comes to cooking and cleaning; however at the time of Shake and Bake, things were much different. It was the responsibility of the woman to prepare meals for the family and also take care of household duties. They spent most of their time in the kitchen and with the children. Knowing that moms were their audience, Shake and Bake came up with a campaign that would grab the attention of women, specifically mothers, by incorporating children and a happy husband into the equation. The product allows mothers to not only cook an amazing meal, but to do so while spending some quality time with their children and providing their hard-working husbands with a hot meal.

How can Shake and Bake make an impact on today's market? Well, things have changed drastically since the products inception. In today's market, most mothers are working just as hard as their counterparts and bringing more than just a hot meal to the table. Quick, easy and tasty should really be what they are driving home in their message. The baking aspect will also win this product points in the eyes of the consumer as people are trying to add some healthier elements to their diets. Busy people don't have time to spend hours slaving away in the kitchen, and it is hard to make a quick meal that is low in trans-fats and calories.

As times have changed, so has the market. If marketers want to stay ahead of the curve and not get left in the dust, they must constantly analyze the changing environment and all of its moving components.  Refocusing your message and re-branding your product to the changing times will likely result in the success of your product and long life of your product.

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