Everyone loves a good book!

Ideally a successful campaign will be a perfect alignment of brand, product and consumer. But, often marketing will be strong, but the link to the product confusing, or questionable (e.g. junk food manufacturers sponsoring school sports).  Even where the link between the product and campaign is clear, it may not necessarily fit with the desired image of the brand, or be accessible to the consumer base.

Bahlsen Book Club is a great example of how c/e have brought together the character of our client’s brand (a luxury and a treat, up-market yet accessible), the practical applications of the product (biscuit snack) and the target consumer, (intelligent, sociable, savvy, mostly female but not exclusively so).  The book club, works with upcoming and established authors, promoting their work, but also mining their creativity and expertise to give an insight into writing a novel- the aspiration of many book club members.

With blogs and twitter parties the book club has pulled together a vibrant online community united by their love of reading -and what goes better with a gripping read that a cuppa and a delicious Bahlsen biscuit? The book club firmly positions Bahlsen Biscuits in the spectrum of activities the target customer enjoys. Whether book club members or not, the associations are very positive for the brand, and feel natural to the consumer.

The book club is positive and interactive marketing. Bahlsen are reaching out to their customers, getting to know them and creating a responsive relationship rather than cynically manipulating the consumer by persuading them their product will make them happier, smarter or more popular. Such an approach harks back to the bad old days of advertising, Bahlsen Book Club, is typical of c/e’s forward-thinking campaigns. We know that modern consumers are savvy enough to demand respect, and will be quick to turn away from companies which rely on cynical manipulative techniques. If you engage and communicate with your consumer you’ll create a successful, loyal and mutually beneficial relationship.

Now if you’ll excuse me, I have something very important to be getting on with *kettle on, biscuits out, book open*.