Despite what you might think, the title of this blog post is not sarcasm. I actually think it's brilliant.
Recently, Red Lobster decided to change it's menu and offer more seafood and specifically, more lobster! Sales are slipping slightly and they believe getting back to their core business - lobster - will reverse that trend (read more about it here).
I couldn't agree more.
In many posts and with many clients I URGE marketers to concentrate on their brand position. Social media, peer review sites and instant-communication apps make your brand position that much more important as part of your marketing strategy. You are now less and less able to rely on advertising and promotions to communicate a message. Instead, you rely on the online community to talk about you. What they say about you, and how readily they say it, has the most profound impact on your marketing success.
Let's use Red Lobster as an example. With items like tortilla soup and pork chops on the menu, they were confusing their audience. Consumers aren't sure what to make of them any more. Are they a seafood restaurant? Or are they something else? More importantly, though, when people are deciding where to dine, Red Lobster has a weak and blurred position in their mind, which undoubtedly leads to slipping sales.
Conversely, by going back to being THE destination for seafood and specifically lobster, they create clarity in the mind of the consumer. If people want to dine out, and are craving seafood, Red Lobster will be top-of-mind, and that's what brands need. Not only will consumers choose Red Lobster more readily, but they will talk about them with others (online) more readily as well.
Nice move, Red Lobster. It was your best play.
LESSON FOR MARKETERS
Figure out who you want to be... in the minds of the consumer. But also, make that position simple, compelling, and easily sharable.
Do you agree? Or do you think removing that diversity from the menu shrinks their potential audience?
This blog is written by Glenn Cressman, Share Of Marketing's founder and Chief Share Builder (bio). It covers all things marketing. Feel free to comment!
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