At first glance, headlines like these may not seem to have much to do with marketing. They’re the ones that live below the fold on page 6 of the city paper’s Local News section. The kind of thing you only see if it’s posted by someone you follow on Twitter, or e-mailed to you by a relative.
They’re also the kinds of stories that can reveal an opportunity. That’s what the folks at Country Time thought, anyway. In 2018 the lemonade mix maker launched its “Legal-Ade” initiative to cover up to $300 in licensing and/or fines of any kids under 14 who get pinched for running “illegal” lemonade stands.
This year they’ve upped the ante with subversive in-store advertising. These shelf-hangers are attention-grabbing – designed to look like warning signs – and informative, with a clear message and directions to inform customers where they can find out more about Country Time Legal-Ade.
It’s a simple, smart, and effective campaign that’s gotten plenty of social media buzz. And it’s one that would never have happened if at least one marketer wasn’t reading more than the trades and business headlines.
The bottom line? If you only do your market research in places devoted to marketing, you’re not doing your job. Look outside your lane…sometimes it’s the best place to find both opportunity and inspiration.
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