by Dr Greg Chapman
For every product there is a market segment with its own set of values. Sometimes these values, while perfectly acceptable, are constantly challenged by those who believe they know better what’s good for you. This typically applies to the guilty pleasures we all have.
This ad for KFC is for a nutritious #cleaneating burger that, no doubt, would be applauded by all dieticians, and is a parody of many cooking shows with celebrity chefs.
By mocking those that are forever criticising their product and their customers, they form a stronger bond with them- us against the world. If you are prepared to talk directly to your customers, whilst ignoring the people who would never buy your products anyway, you can strengthen your relationship with them.
Whilst this might not be for everyone, there is often a group that will criticise you whatever you do. For example, in my sector, there are those vehemently opposed to the private sector and are anti-capitalist, tree hugging, soap shy, basket weavers who depend on the very system they are trying to destroy for their welfare, and who will never buy anything from me! I think profit is great, and certainly the opposite, a loss, is a lot worse. Profit is just a way of demonstrating that what you do is valued by others. Sometimes it doesn’t hurt to mock those who criticise.
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Lea ding Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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