Sometimes all the media in the world can’t help you with your snacking
So why do corporations put resources into public relations and marketing? Sometimes it can be for a cause but usually it has one purpose – to help sell something. And a lot of the time we tend to focus on the sexy new ad spot or the ingenious public relations campaign when we talk about the success of brands. After all, it’s the exciting stuff that, when done right, can capture our attention. And corporations can spend millions upon millions to make sure their brands are top of mind and positioned properly so that when demand strikes we choose their goods. And they spend countless hours laboring over the perfect price to make sure spend and the distribution methods that will see their wares quickly snapped up in the places where we want them.
Frito Lays would be one such company. The vending machine in this post is probably just one of thousands that exist across the world. To be fair to Frito Lays this vending machine is not operated by them but by a local vending machine operator. But they are obviously partners together, part of a sales machine to get tasty snacks in our hands in exchange for our money. This particular machine is located in the Athletics building on the campus of Universite du Moncton in Moncton, New Brunswick. And this past weekend was a weekend both Frito Lays and this vending machine operator only dream of. We were there for an Atlantic provinces indoor track meet. 400 or so people trapped in a building for 5 hours straight. And also while we were there a volleyball game attracting 100 or so folks took place as well.
But here’s the point. The exact configuration and count of the goods in this machine stayed the same all day. Yes, it didn’t matter when I would have taken the picture because nothing would have changed. In fact I probably could return today, a full day later, and the scene would be identical. Why because no matter what I or at least a half a dozen folks (in the brief time I was near the machine to notice) tried to do, this machine did not take any money. No bills, no coins. I even tried my spin-the-coin trick that usually works on picky machines. No dice.
20 brands of products, all an top awareness in our minds, all with positive positioning, all priced relatively where we would want them, sitting there in a spot where we wanted them but behind an impenetrable glass wall – less like products and more like museum pieces.
So the day came and went. Unfortunately, and at no fault of Frito Lay, their products were well preserved but not so for their brand. Damaged, ever so slightly perhaps, not from disappointed customers who tried the products but disappointed customers who never even had a chance to even get a whiff of them. Just goes to remind us that for all of the best laid plans in PR and marketing it can take a little bump in recognizing the value of a dollar that can spoil all of our snacking enjoyment.
January 14th, 2008 - Posted in media snacking, public relations | | 1 Comments
on January 15th, 2008 at 4:55 pm
Great illustration. The traffic was there, the demand was there, the price was right, and the opportunity missed. Besides the lost revenue, they made customers unhappy on top of it… all without knowing it. We should all keep an eye our for our “broken” machines or processes.