Posts Tagged ‘strategy

30
Nov
11

Fit 2 Fat 2 Fit

There are many diets and many work out programs today. People are always trying to find the best way to be healthy. At times trying to whip yourself into shape can seem impossible. Drew Manning is a personal trainer from Utah and he is going the extra mile to show that you can lose those pesky pounds and eat right. In May he started an unprecedented journey that has gotten worldwide attention. He was tired of hearing that he didn’t know what it was like to be overweight or unhealthy. So, he decided to start the journey of fit to fat to fit. He quit exercising and quit following his strict diet. He started eating without restriction and even let people choose meals they wanted to see him eat. After six months of an unrestricted diet and gaining more than 70 pounds, he has started his journey back to fit. Manning appeared on The Jay Leno Show and Dr. Oz where he shared his experience of exercising and breaking his new addiction to Zingers and Mountain Dew.

Manning has taken the phrase “lead by example” to heart. Rather than sitting on the sidelines coaching people about fitness, he is on the front lines showing them by example that it can be done. He is demonstrating an excellent way to communicate. People can understand more when they are shown rather than told what to do. People of all professions can learn a thing or two about Manning’s message.

I for one am looking forward to seeing him accomplish this goal and see the many people he will inspire. You can follow his journey at http://www.fit2fat2fit.com/.

P.S. Thanks to our long distance intern Jeff Larsen for this post.

14
May
09

stealing market share?

Increasing your company’s market share usually consists of tough, get-your-hands-dirty marketing strategy that includes product, pricing and promotional changes. However, every once in a while, a competitor drops an opportunity in your lap.

Post currently finds itself in the aforementioned position with its Shredded Wheat Brand and is taking advantage of the opportunity to steal market share from Kellogg’s. For those of you who are new to The Side Note, we reported in April on Kellogg’s run-in with the FTC for their Frosted Mini-Wheats advertising claims.

Those at Post acted quickly and are drawing attention to Shredded Wheat’s unchanged recipe. I was surprised to learn that Shredded Wheat has been made the same way since 1892. I think this is a good attempt at comforting any mothers who may have concerns about a cereal that is similar to Kellogg’s version of Frosted Mini-Wheats.

Post has accompanied the new print advertisements with a Web site- ThePalaceOfLight.com – which pokes fun at being “anti-progress.” This is a very good use of digital media. I like that Post is mixing in facts with humor. My favorite video is the “Speech On Progess.” (Below)

The ability of Post to respond quickly and strike while the iron is hot, further demonstrates the importance of knowing your competitive landscape and creating an appropriate angle to promote your product.




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