Gingerbread Marketing Nightmare
My partner and I recently got ourselves an Instacart order from I believe Sprouts, which in my opinion is an affordable version of Whole foods. Anyway, as a marketer myself, I understand the hard work and dedication that goes into content creation, branding, and marketing strategies. However it also welcomes me with a curse of having developed a discerning eye for identifying areas that may benefit from some fine-tuning. So if this is your company then, please know that my intention is not to criticize, but rather to offer constructive suggestions that can greatly enhance some aspects for your possible future endeavors.
Let's take a look at the packaging
Like many shoppers, I'm guilty of skimming product labels and making quick decisions based on first impressions. In this case, I likely would have skipped over this product and chosen something different. This was given to us as a substitution for another product we had chosen that wasn't in stock.
Back to the topic though the box, while it does stand out what the company failed to highlight a major thing that could draw more attention to them and that's the "peanut & tree nut free factory" instead the put it in the very corner where most people grab an item and skim the box. They should have moved that into the title with "Nut-Free Gingerbread Kit", "Safe & Delicious: Nut-Free Gingerbread Cookies" and or even "For Families with Allergies: Nut-Free Gingerbread Kit" any of these would have gone great with the box.
Another downfall is that simply skimming and you'll notice how it says "2-pack", my first thought was "4 altogether that's good everyone in the home gets do decorate," but this isn't the case by them saying "2-pack" they really mean that 2 huge cookies come inside.
Opening up the package
While these two giant cookies are sure to delight kids, families should be aware that they are quite large and may not be finished in one sitting, especially by younger children under 8.
Kit Includes
The kit ONLY includes one bag of sprinkles and one frosting dropper for two cookies, that are meant to be split between two kids.
I feel that it impacts and takes time away from the family fun. This feels like a missed opportunity to encourage creativity and shared enjoyment, especially when marketed towards families with children.
Families with young children may not have the necessary supplies readily available to decorate these large cookies. This could lead to concerns about leftover frosting and decorations, especially in households with multiple young children who may not readily share. It also forces families and others to rely on leftover decorations from previous holidays or parties and or go back out and purchase additional supplies. It's important to consider the practicalities of this when marketing a product targeted towards younger kids.
The Website...
Yes, I am not joking this is what the website looks like. Now look there is no shame in admitting when you need to get help even if you are a wholesale retailer, this however is over the top an eye sore and migraine inducer.
It honestly didn't matter if I was on computer or my phone trying to browse this website was a disaster. Clicking on something took ages for something to pop up even if I had all 5 bars of my service present or was on wifi. It was horrible on both ends.
The festive sprinkles are a cute touch, especially how they match the holidays. For Halloween, the black, orange, and white sprinkles are perfect, and for Christmas, the traditional red, green, and white combination is delightful. However, it would be even more inclusive if the "Holiday/Christmas" option also included blue sprinkles, representing Hanukkah and other winter celebrations observed by different cultures. This small change would go a long way in demonstrating a commitment to diversity and inclusivity.
And I say that because they even have a page that shows what stores they are located within.
Initially, I assumed this company was based in the US. However, I discovered it's actually a company based in Canada. This initially led me to believe that currency conversion might be causing the website's lag and glitches. However, I've encountered no similar issues with other Canadian websites I've visited.
Even if you're primarily a wholesaler and don't sell directly to consumers, your brand image still matters. Potential partners will judge your professionalism and trustworthiness based on your website and online presence. A sloppy and unprofessional website can send the wrong message and deter potential collaborators.
While the company's products enjoy a mixed reception on various platforms like Amazon, Walmart, Kroger, Big Lots, and even Ralphs, with average ratings hovering around 3 to 3.5 stars, the reviews paint a picture of a company focused on product quantity over quality.
If I were a business owner looking to spread holiday cheer, I wouldn't choose your company. Your website appears unorganized and unprofessional, it is plagued by slow loading times on both mobile and computer, the font picked is very hard to read. Which creates a negative first impression and makes it difficult to learn about your brand or products.
Beyond the technical issues, your website lacks a clear brand identity. It's unclear what your brand stands for, what value you offer, or why I should consider your products over your competitors. This lack of direction and clarity makes your brand uninviting and unmemorable.
While focusing on seasonal offerings like holidays is commendable, it shouldn't overshadow your overall brand identity. Building a strong brand requires a consistent message, clear value proposition, and a well-defined visual presence. This is a crucial step if you want to attract customers and establish trust in any market, including the holiday sector. While I'm still in the early stages of my marketing learning journey, I'm continuously honing my skills and expanding my knowledge base. As part of this process, I'm currently focusing on building a solid foundation before venturing into other potentially sensitive areas. So please respect my decision in opting not to include links to specific companies within my blog at this time.
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