bacon for link bait

At Tribal DDB we have a number of FMCG clients and we are often presented with the challenge of creating a high level of online engagement for quite basic consumer products such as mayonnaise.

With mayo on the mind, one of our talented developers picked up on an interesting website from the States, its all about a product called baconnaise. The link was sent round to our team as a sort of joke. I mean bacon flavoured mayonnaise? Only in America.....

But as I surfed the website of baconnaise inventors J & D, I began to realise that these two bacon loving yanks had something that we all strive for when launching new products - a real point of difference. One of my early online marketing mentors introduced me to Seth Godins Purple Cow, and I soon realised that the internet and e-commerce as a lone combination would not be the source of my fortune, I needed a remarkable offering. You don't get a lot more remarkable than bacon flavoured mayonnaise, well in the FMCG world at least.

This power of a unique offering was only re-enforced to a greater extent when I put a link to the site in my Instant Messenger status. My network of friends picked up on the link and proceeded to engage in chats with me asking me how I found out about this bacon flavoured product.

This whole experience led to me thinking about how much more powerful a unique offering really is. I mean bacon flavoured mayonnaise really is more link worthy than plain old mayonnaise. Is there a lesson in how to market FMCG products online here.........?

Comments

[Espen]

Good post. If you are looking at more points of difference in the food market, check out these Scandinavian products:

Shrimp & cheese on tube: http://www.flickr.com/photos/85625337@N00/2187839101/

Caviar and Egg or Caviar and cheese on tube: http://mills.no/?module=Articles;action=ArticleFolder.publicOpenFolder;ID=209

Bacon & cheese on tube: http://www.kavli.se/wps/wcm/connect/se/Produkter/Bredbar+ost/Baconost

Makrell and tomato on tube: http://www.stabburet.no/palegg/stabbur-makrell-tube

My kiwi partner did a blind test on all of them when we went to Norway recently, and they all scored high, believe it or not.

Bon apetit!

[SEO]

Thanks share this good think post at this site. it IS pretty ironic for a post about how to get natural links from blog comments to have the comments above!! Nice information about Natural Link Building. Thanks for sharing blog. I like well this bacon for link bait blog.