In Response to Britney Perkins'...

     I really enjoyed reading Britney's post this week!  Over this past summer, i read Blink for the first time, and loved it!  I was amazed at the decisions we make without even realizing it; ones we can't explain even after the decision has been made.  I, myself, have found my emotions taking over after certain phrases or even foods are mentioned.  But we must also keep in mind, as the book tells us, that some decisions really should take us more time, and our answers cannot be determined by a simple feeling or reaction we have to something.  It is important, then, that we are aware of the types of decisions that can be used when a decision must be made.

Touring to Re-target...

     I recently read an article announcing that the soymilk company, Silk, is driving to ten cities to launch a brand awareness and consumer engagement campaign.  This city sample will learn the multiple uses of Silk product and  be involved in helping Silk collect consumer data that will be used for re-targeting consumers.
     Jen Hartley, Silk's director of marketing, explains that the company was finding that consumers were buying dairy milk in addition to their Silk products.  They say that many users are unaware that their product can be used for cooking and baking and a number of other things.  In order to help gather more data on their consumers, the company is giving out coupons to those willing to participate.  "'When consumers provide that information, they're agreeing to opt-in to our database for Silk", Said Hartley. "So with their permission, we would be sending them e-mails with additional information about our products.'  As part of registering for the challenge, they can select certain preferences, and we can provide certain usage tips and things that would be relevant to the way they use Silk."  (Peterson)  With this information and other promotional tools, they are using ZIP codes for demographic and location analysis; they are using TV commercials and print ads in publications to drive consumers to their SwitchToSilk.com website.  Not only does the website provide coupons for their products, but it also provides a ten-day plan to help consumers switch to soymilk.
     Because the purpose of this new campaign is to identify a new target market, they have identified nutrition "'nutrition conscious' consumers, specifically 30 to 50 year-old women who handle their households' primary grocery shopping..." (Peterson).  Overall, Silk is trying to retrieve a new target market.  But they are also making a big effort to educate consumers about the multiple uses of their non-dairy products.

Do you see this road campaign as being successful for Silk?  Are there any disadvantages for organizing such a campaign?

http://www.dmnews.com/silk-launches-road-tour-to-promote-soymilk-use/article/199424/