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November 15, 2005
Put your customer in your brand
Milk-Bone is making it possible for dog owners to create (and buy, of course) personalized Milk-Bone box holiday ornaments featuring their precious pup.
The company behind the idea is On the Package, which sent us the image at left featuring our blog mascot, Mini.
After a digital image is rendered to produce the ornament, customized coupons (digital and physical) can be created and sent to the customer. The customer brings the coupons with their dog's picture on them to the store, personalizing the in-store experience as well.
Company founder Dan Kiselik says consumer packaged goods companies should make it easy for customers to personalize their relationship with brands by putting customers' pictures right on the package.
On the Package joins other forward-thinking companies doing similar work: Jones Soda drinkers can customize a case of soda with their own pictures. The mass-customized beer with personalized packaging made by Australia's Brewtopia is now outselling the company's own Blowfly beer.
This dovetails with my recent post on moving customers up the loyalty ladder to ownership, helping customers feel that the brand is their brand. This is a good step. Next up for Kraft (owner of Milk-Bones): Allow customers to create personalized versions of actual Milk-Bone boxes!
Other blogs that reference Put your customer in your brand:
» Picture This: Christmas Has Gone To The Dogs from Much Ado About Marketing
Hadn't been to "The Church" in a while, but I was not disappointed last night when I opened and read this post about a most excellent promotional program for Milk-Bone dog biscuits. [Read More]
What a great promotion! I know a few cat lovers that will be envious this Christmas.
I think that most of us (as marketing advisors and consultants) are just now starting to understand the power of personalizing ad messages with pictures of the customer or those things he/she cares about. This blog post is a great illustration.
That's why I've added it to my list of blogs to read on Wednesday morning (11/16) on my "Much Ado About Marketing" (www.muchadoaboutmarketing.com) blog.
Thanks again,
Mike Bawden
Brand Central Station
I also agree that this is a fabulous branding technique. Anything that allows you to place a pet's or child's photograph on something holiday specific or for everyday occasions is fair game.
Think about it: photographs on stockings, ornaments, candles, and even placemats. The options are limitless.
Shirley George Frazier
Solo Business Marketing
