Some days the news is just too intriguing to focus on only one item. So with razor sharp focus similar to that of a hyperactive nine-year-old, we decided to throw out two interesting tidbits from the world at large in one unique blog posting.
We’ll start with the goats. (Who can pass up blogging about goats?) And we’ll wrap it up with a chicken dinner. But in both of these segments, we will be talking about how to transform your brand so that you are recognized above all others as the one and only Obvious Expert in your field.
The Goats at Google
At Google’s Mountain View, California offices, they typically mow several fields in order to control weeds and reduce the risk of wildfires. This year, Google decided to go low-tech. They have contracted with California Grazing to bring in approximately 200 goats that do the same job as the mowers, without the noise and without the carbon emissions. And while the cost is roughly the same, mowers vs. goats, Google gets to reap the goodwill value of being demonstrably earth-friendly and the marketing impact created by all of the bloggers and news agencies who will report on this cute and environmentally conscious effort.
Advertising Age (r) magazine calls the concept of green marketing “recession-proof”. A 2008 study prepared by the Aberdeen Group showed that 35 percent of the participants in their research think green products offer greater competitive product differentiation. In other words, if you can produce a product, offer a service, or conduct your business in a way that is more environmentally friendly, you have a marketing tool of great value and the potential to build goodwill, even if, like Google, you are not realizing a cost savings or an increased ROI. But the power is not in the “greenness” of your plan; the marketing power is in the fact that you have identified a quality that helps set you apart in your niche.
Free Chicken Dinners
Kentucky Fried Chicken has been through a lot. First, there was America’s great love affair with KFC’s eleven herbs and spices. Then we ran in the opposite direction from deep fried chicken so fast that the Colonel and company rebranded their business as “KFC” hoping we would all forget that the chicken was, in fact, fried.
After a series of menu items that included hot wings, teriyaki wings, extra crispy chicken, and even the “KFC Famous Bowl” that seems to dump the contents of the entire kitchen into one Styrofoam serving dish, Kentucky Fried is once again sending the healthier message and pushing their new product, Kentucky grilled chicken. What’s the important business marketing lesson here? They are not afraid to give their product away.
That’s right, KFC is offering downloadable coupons good from now through May 19, for a free 2-piece grilled chicken dinner complete with 2 side items and a biscuit. (Download the coupon here. Their offer says you may download the bar-coded coupon up to four times).
With this offer sponsored by the Oprah Winfrey Show and widely splashed across the internet, just how much chicken do you think KFC will give away in the next 2 weeks? How many people will visit oprah.com just to get the free chicken?
And the answer doesn’t really matter. Nor does it matter that in your efforts to become known as the Obvious Expert in your field, you will give away your services, your wisdom, your time, and perhaps even a boatload of free ebooks or hard copybooks in the process. Because just like KFC already knows, giving away what you do best is ultimately the cheapest marketing effort you can ever make, if in the process you transform “freeloaders” into valued customers and clients.
Your Quest to be Recognized as the Obvious Expert in Your Field
How strong is your brand? How well differentiated are you from your competition? And have you done enough to brand yourself as the Obvious Expert and hold that position in today’s business world?
Let’s see, if Google, Kentucky Fried Chicken, and Oprah think they need to be reaffirming their position in their respective fields, what does that tell you about the value of branding, rebranding, and continually refining your brand as a non-stop objective that must stay front and center in your business radar?
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{ 3 comments… read them below or add one }
Ha ha! Great post! Poetic! Hangs together just fine, IMO.
Appreciate the recognition of free. I find that locally, the concept is anathema. Clearly, though, without some level of free it will soon be impossible to attract a market.
Hi,
I enjoyed your blog post so much it motivated me to write my own post on Active Rain, my blogging platform. I hope you don’t mind, but this was an excellent example of how to write a great blog post. If you care to read the post, here is the link. http://activerain.com/blogsview/1068321/freebie-friday-thanks-oprah-
I look forward to reading more of your posts.
Jenny Kotulak Broker
RE/MAX Aboutowne Realty Corp. Brokerage
Oakville, Ontario, Canada
Thanks Jenny!
We work for praise around here. More importantly, it is good to hear from our readers because it really helps us know what you like to read, and find worthwhile.