The CMO Show: Karl Miller on marketing to cereal monogamists
It's the marketer's dream: a deep, life-long relationship between a brand and consumer. Enter the battle that's waged in the cereal aisle at your supermarket. How do you market to an audience of cereal monogamists?Consumption can be a fickle beast, making marketing for everyday products like cereal, particularly challenging. So how do you effectively market your brand to an audience that is increasingly complex, in a market that is increasingly saturated?This week on The CMO Show, Mark and JV break bread with Karl Miller, director of digital strategy at The Kellogg Company. With revenue in excess of 14 billion US dollars in 2014, and a mile-long list of products that retail for under five dollars, Karl faces an incredible marketing challenge from a digital perspective."Cereal has about a 98% household penetration in the US," he said. "But that’s really the challenge; getting our brands off the classic features and benefits that they’ve been communicating through TV ads for the last fifty to seventy five years at this point. I’m beginning to focus in on what can often be viewed as softer play. We’ve got the opportunity to talk about the brand and what the brand does, and what the consumers are really looking for from an emotive perspective."For the full version, listen to the show on iTunes and SoundCloud.Resources:
- ARTICLE: Can’t touch this: Vegemite too strong for the private label clones
- QUIZ: The Cereal Personality Test: What Your Favourite Breakfast Cereal Says About You
- ARTICLE: Karl Miller builds brands with a snap (krackle and pop)
- ARTICLE: Big data: Forget the ‘big’ and make better use of the data you already have
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The CMO Show production team
Producer - Megan Wright
Audio Engineer - Jonny McNee
Design Manager - Daniel Marr
Graphic Design - Chris Gresham-Britt
If you've got an idea for an upcoming episode, or if you'd like to be a guest on The CMO Show, we'd love to hear from you. Simply send an email to cmoshow@filteredmedia.com.au.