Darigold’s FRESH – Putting Customer Value First
Do you remember when part of what made the Super Bowl awesome were the ads?
And there were some good commercials. We chuckled when Betty White got clobbered in a pickup football game. We sighed when a Budweiser Clydesdale found its best friend. And, we felt a bit more American when Ram Trucks explained why God made a farmer.
Heck, this year we literally laughed out loud during Hyundai’s “First Date.”
However, when we received a copy of Darigold’s FRESH: from our farms to your table in the mail, we did a lot more than just laugh. We went to the store and bought cheese.
Introduced in 2009, this exquisite magazine features engaging articles, delectable recipes, and drool-worthy pictures. Here, consumer value and brand promotion are rolled so tightly you don’t know where one begins and the other ends. Which is to say, the Darigold brand has earned a place of honor among many a home cook’s cookbooks collection – including ours.
What Can We Learn From Darigold?
Ultimately, value is the beating heart of Darigold’s FRESH. If its pictures didn’t make you want to lick the page and its recipes didn’t send you to the store for ingredients, it wouldn’t be doing its job.
Creating something like FRESH costs a substantial amount of money. With the thick glossy pages alone you’re talking about a big chunk of change. Then there are the professional photographers, copywriters, recipe developers, and design team.
How is a small brand supposed to compete?
Creatively. Darigold isn’t the only business that can deliver branded value. Your business might not be able to afford a big, bold move like FRESH. However, that doesn’t mean you can’t give your customers some serious branded value.
What is Branded Value?
First and foremost, branded value means delivering something your customers and prospects value. The second piece of this equation is branding the item with your business logo or name.
For example, at sporting events you see this with giveaways. A company sponsors a hat giveaway and places their logo on the side.
You might share a branded content marketing e-book, such as the one we developed with RWL Design. It featured 11 helpful steps and real life examples. Each page was branded with RWL Design’s logo to ensure the company’s image stayed present
Alternatively, you could run a branded contest, like the Instagram contest we developed and launched for Kenmore Air. Not only did it stimulated a lot of excitement, it delivered a beautiful representation of the company’s brand into its customers’ homes.
How to Add Value
Begin by identifying what your customers find valuable. This means actually talking to your customers. Ask them what they want. Then listen to their responses.
Do they want more informational guides? Are they interested in quick fixes or beautiful pictures? Do they love planning perfect vacations?
Each of these items could become an e-book, infographic, newsletter, and more.
Shoot us a note to start discussing some valuable options.