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Claim the calendar

How do you ensure that your product is indispensable even during a recession? 

By integrating it into the core of all the products your customers use so that they can’t operate without it.

The products that see the lowest churn are the last ones to be cut during a recession. 

Likewise, how do you ensure that your ads are cutting through the clutter?

By integrating it into your customer’s daily life – and, if possible, calendar – just as KitKat does in this unofficial spec ad designed by Sam Hennig.

My last post showed how KitKat was willing to laugh about itself and stand by its own beliefs rather than run for profits.

Today’s post shows how this ad (albeit speculative) hits several marketing sweet spots. 

In this ad, KitKat isn’t talking about itself but about you.

It’s not taking you to its world but coming to your calendar instead. 

It’s not talking about what you need to get done but about the break you need from your calendar.

Takeaway

Claim the calendar and become an indispensable part of your customers’ lives so that your offering can remain in their calendars for a long time.

Have you claimed a spot in your customers’ calendars? Let me know here.

Don’t push people to where you want to be; meet them where they are.

Meghan Keaney Anderson

Kurian Babykutty

CEO, 40 Parables

Kurian's a steward of storytelling and a keen observer of people, which is why he geeks out on making marketing meaningful.

Manna is tastiest when shared together.
Share this with someone who needs it today.

Manna is tastiest when shared together. Share this with someone who needs it today.