Authentic Marketing & Britney Spears
October 23rd, 2008 by jayWe recently saw a video blog post about authenticity that resonated with our marketing beliefs. The blogger wrote about Britney Spears jumping onto the Twitter bandwagon (Twitter is a popular tool that lets people send quick messages to a lot of people at once). Yet, instead of sending messages herself, Britney has her “team” connecting with her fans.
Authentic marketing is a big deal for most artisanal food producers. Every single one has a story behind their company and their brand and customers really gravitate to it. While we haven’t seen too many foodmakers who use Twitter, the artisans are often at farmers markets or food shows handing out tastes and connecting with people.
Aside from the tough economics they face in the grocery business (a future blog topic), foodmakers lose that connection to their fans when their products get passed from distributors to brokers and other middlemen. Big companies try to close this loop with mass marketing, like TV commercials, but we think authenticity gets lost in translation that way.
Here’s the blog post about Britney. A bit of warning—he’s a colorful, dynamic guy and uses a couple choice words: