eBook: ideas
101 great marketing ideas
for increasing
small business and non-profit
visibility, credibility and profitability.
Use the Fortune Cookie Effect.
Engage your customers with a collection of cute or hidden messages in your packaging. Dove chocolates, fortune cookies, Heinz ketchup and some beers use this technique for drawing interest to their branding. The idea is to embed a message into your merchandising to inspire interest and conversation around the message (and therefore the product and, finally, the brand.)
When my wife was 5-months pregnant with our first-born son, the medical experts told her he was measuring small and that it was possible he had stopped growing, which of course, lends itself well to scary self-talk about a myriad of potential birth defects. During the course of that day, she was given a Dove chocolate, which came wrapped in a purple foil wrapper and contained a message inside (as they all do.) This message said, "There is greatness in smallness." Timing being perfect in all things, we took it as a sign and it helped us relax. Of course, the happy ending is that the next time she went in, everything measured fine and we're pleased to say that our boy is a happy, healthy and complete individual. The foil wrapper has been long since glued to a magnet and now resides on our refrigerator. That little piece of marketing by Dove will now be a part of our family story for many years.
This can be the power of the Fortune Cookie Effect.
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