We talk about the need to simplify message content and delivery quite often, especially in a hyper communicative world. Websites with more sidebars and banner ads than actual content pods, brick-and-mortar stores with highly cluttered signage, billboards with paragraphs of copy and multiple call-to-action messages. How is the average consumer meant to pick up on your main point of differentiation amidst all that noise?!
Enter my latest experience at Red Mango, a frozen yogurt chain. I found everything about the place to be the ideal reprieve from your everyday marketing message onslaught.
– Most important, its value proposition is clear and takes center stage: “authentic frozen yogurt”. Coupled with the “treat yourself well” tag, the brand is obviously positioning itself as a healthy alternative to other dessert-focused eateries.
– The in-store environment is clean, cool and sleek. The decor reflects a modern theme with solid colors and very minimal signage and artwork. Soft, earthy tones adorn the walls and furniture.
– The menu also follows the “simplicity” theme, with a few variations of smoothies, parfaits and iced teas, all with calories displayed and special ingredients front and center.
– As soon as you enter the store, the largest display in the room is a comparison chart, putting the red mango way against “the other guys”, outlining all its nutritional superiorities in a clear graphic.
Mind-blowing innovation? Not exactly. But a pretty good example of taking that “red pen marketing” approach from the company website to the in-store experience. Don’t let your marketing get in the way of your message.