December 5, 2010

Sweet cookies from IKEA

IKEA's cookbook 2010 "Homemade is best"
IKEA is doing it again and this time by baking up some real sweet treats. Whether you’re a fan of minimalism or not, check out the article and video. From my point of view, this is a good example of added value in marketing by simply introducing new perspectives to your customer. In other words, if you sell a map try to introduce a couple of visionary destinations to the traveler, and if done correctly you might be asked to provide more tools.

The article praise the creation and innovation of the new campaign but does not address how this in practical terms will impact the IKEA customer. What is the effects?  If you as an IKEA customer have received this gift (which is a positive thing in the first place) and you really enjoy the cookbook and you start using it, it is repeated exposure to the IKEA brand over a long period of time. Every time you use it it will work as a reminder to where you should go next time when you need something new for your kitchen!


When it comes to food culture and home improvement in general, there is a gap related to cultural differences between the Scandinavian and US market. (Scandinavia is the “do it yourself” countries of the world). As a result of many factors and social structure there is still a clear difference in how many hours an average consumer spend at home. Without analyzing this any further, what is important is to recognize the trend that Americans are spending more time at home. Voluntarily or not, whether to save money or the fact that to be a chef seems to be the hottest job around these days. Home cooking and home improvement is rising accordingly with any recession. The more time you spend in your home the more important it becomes to you. So if you sell, advertise or market a product related to the home or home improvement, this article might inspire you to think up something new!: 

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