Case Study Of W. K. Kellogg's Advertising

in Canton, which cost only $150, proved so effective that demand soon outran supply. "Subsequently, W. K. almost depleted the slim financial resources [of his company] by contracting for a fullpage advertisement in the July, 1906, issue of the Ladies' Home fournal." 30 John L. Kellogg's comments with respect to his father's actions are enlightening: 31 "W. K. Kellogg could have gone along advertising in a small, conservative way, letting the campaignaturally build itself up from the profits. But he wanted to get his product across in a hurry and he believed in it to the extent of literally risking his business on that one-page ad." During his first year of operations, it is said that Kellogg spent one-third of his company's working capital on advertising. He attempted to saturate the entire channel of distribution as well as particular market segments with promotions. In his trade magazine, Square Deal, he suggested counter display ideas and ad layouts, discussed general problems, and provided a forum for the exchange of ideas. He used premiums to entice children and ran contests among retailers. Kellogg was a pioneer in the creation of brand awareness by selling his product in labeled packages at a time when most grocers carried their merchandise in barrels. In his various attempts, which were almost always

This can only be done with the right content, right time and right place. If the combination is correct and targeted at the right kind of audience, the firms can actually convert their potential customers to promoters of their products. That’s the best thing any product or company can ask for. This process of taking your prospect from all the 4 stages is also called ‘The Deep Rabbit hole of Customer Engagement’. Just like a rabbit hole , as a prospect gets inside, it just goes on digging and digging because of fascination for the