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Monday, Feb. 18, 2008 at 1:20 pm

How to Drive Customers from a Yogurt Lid to a Website

By Holly Buchanan
February 18th, 2008

the purple cow bluesI don’t have a strong allegiance to any one yogurt brand. I enjoy yogurt and eat it fairly often, but I usually bounce between brands. Recently, though, Stonyfield Farm had a unique opportunity to convert me into a full-time customer.

Right there on the lid was this note:

“Profits for the Planet — You can’t have healthy food or healthy people without a healthy planet. That’s why we give 10% of our profits to efforts that help protect and restore the Earth.”

Wow, what great messaging! It was right there, front-and-center on the top of my yogurt. There was no way I could miss it.

But they missed a real opportunity. I’d like to know more about what they’re doing to help protect and restore the planet. Why not have a link to the website? Alas, it was a dead-end message.

How much more powerful might this have been had Stonyfield Farm considered the tops of their yogurt container to be a driving point. What if they included a call to action to visit their website to find out what they’re doing to protect the Earth?

If I weren’t in marketer-Holly mode, I’d have likely never thought to go to Stonyfield Farm’s website, but there’s lots of great stuff there that could engage consumer-Holly.

Are you missing opportunities to drive customers to your website?

[Editor's note: Join "copywriter-Holly" at our Persuasive Online Copywriting seminar on March 28th in San Francisco.]

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Comments (4)

  1. Even better: “Help us decide where to direct the 10%! Vote online at http://www.stonyfield.com/vote

  2. I think one thing you’re neglecting to mention is that the Stonyfield Yogurt container is designed/written in such a way that the environmental sustainability story is told, without having to direct consumers to a website. Yes, the website could be in a more prominent location (many times it’s on the underside of the lid), but my guess is that Stonyfield’s number one concern is converting customers while they’re standing in front of the dairy case. And as a side note – a previous lid campaign did covert me into a loyal customer. The campaign encouraged me to save my lids and use them to steer a donation from Stonyfield to one of three potential organizations. And their current campaign for a free book offer “Stirring it Up: How to Make Money and Save the World” keeps me coming back for more, not that I stopped eating their yogurt in between campaigns. That and the fact that Stonyfiled is local to me, practices what they preach as far as sustainability, is organic and the particular Stonyfield yogurt I consume has twice the calcium of other brands.

  3. Great point Valerie,

    You want your “point of action” to deliver the key message. In the case of the yogurt lid – Stonyfield does a great job of that.

    For people like me – I’d like a little more information.

    Also, I talk with many brand sites who are constantly asking, “how can we get more traffic to our site?” So I encourage them to look for opportunities to send customers to their site for specific information.

  4. Thanks Valerie for sharing your thoughts. I think this shows how can get repeated customers.

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Holly Buchanan is a marketing to women consultant specializing in marketing to women online. You can read her blog at http://marketingtowomenonline.typepad.com She is the co-author, along with Michele Miller of The Soccer Mom Myth - Today's Female Consumer - Who She Really Is, Why She Really Buys.

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