LI July2012

Where Are You and Why?

On a trip to lovely Nashville, Tennessee, a tub of Blue Bell Kentucky Delight Ice Cream jumped out of the Kroger freezer case and into our grocery cart. (What? You don’t go shopping at the grocery store when you’re on a trip? Hmm.) Turns out it was simply yummy pecan pie pieces and caramel folded into brown sugar ice cream.

It was advertised as Kentuckian. It even featured the outline of the Bluegrass state on the packaging. Sure, some bakers  may splash a little bourbon in their pecan pie recipe. But Kentucky Delight? We have pecan pie in Texas, so there is no way it should be limited to Kentucky! And where is Kentucky exactly? Isn’t it north of Oklahoma?

That delicious tub of Blue Bell started a visual scavenger hunt for other products that employ regional marketing. And there are a lot of products out there that do. You may want to consider incorporating a particular region into your brand. Here are a few things to keep in mind when you want to brand with a region:

Mark Your Territory

Regional marketing takes us back to a time when brands were a mark of quality. For instance, Ohio maple syrup may not be as good as VERMONT maple syrup. You know several examples of this kind of branding: Florida Orange Juice, Omaha Steaks, Louisville Slugger . . .

Connect With Your Market

Instead of identifying with your market according to age, or gender — or even use — you have announced you’re part of the home team. Maybe you live and work in the same area as your customers so you are familiar with the terrain and community experience. You can offer an expertise that out-of-towners can’t. So sell what you know.

Evoking a Feeling or Flavor

The benefit to marketing your product with regional flair is you can take advantage of the existing associations your customers have with the area. Emotions can be strong influencers for your customers, and if you succeed in sharing the right experience, you’ll help to encourage strong brand loyalty.

All Things to All People?

Are you ready to make your mark? Any time you develop a brand you’re isolating the product to a particular market whether by age, gender, or region of the country. And that is a good thing. If you need help on figuring out where you’re from, call 214-217-4299 or send an email.

Apologies to our Kentucky colleagues who bleeds pink camouflage. And for those who don’t know about Blue Bell ice cream, get down here now.

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