Earned Relevance

Applebee’s and The Very Hungry Caterpillar

Industrial design and commercial branding intrigues me like shiny objects do a kid in a toy store.  So much so, that whenever I visit a restaurant or commercial establishment I examine their use of colors on the walls, textures throughout, and, of course, PR and marketing applications.

This past weekend, my brood and I stopped off at the neighborhood Applebee’s and a surprisingly friendly caterpillar caught my eye. No not by being in my food, but on the kids’ menu.  You see, Applebee’s is currently using the very popular children’s book The Very Hungry Caterpillar as the printed art on their kids menus.  Clever move indeed, at least my two kiddies thought so considering the book is a staple bedtime must read in our household.

Printed on the menu cover was Applebee’s’ art and the image below, and the inside sections were complete with caterpillar and food themed puzzles and art.

Applebee’s was celebrating the 40^th anniversary of author Eric Carle’s preschool classic, which has sold 29 million copies worldwide according to Penguin, the book’s publisher.

I began to wonder which party, Applebee’s or Penguin, initiated that unique, but fitting relationship.  It was a clear match. Kids love the hungry caterpillar story and Applebee’s is all about neighborhood and families.  The Applebee’s-Penguin promotion makes clear the importance of selecting appropriate partnerships when building publicity campaigns or general awareness around a product or service.

The The Very Hungry Caterpillar promotion also points to the need to explore different paths when trying to build awareness. This is especially true for individuals and small businesses that want to generate buzz.

Here are three short tips to follow when creating corporate partnerships for clients:

1. Identify the products and services YOU use.  If a client uses Dial soap, consider approaching dial for an endorsement opportunity.  If you have clear skin, seek a skin care manufacturer. Put together a prospectus, make the contact, and work the pitch.  A client is more likely to be excited and engaged in a project for which they have a personal passion.

2. Look away from the normal partnerships.  This is important for authors and musicians, especially.  Does their creativity fit a greeting card company, or does their music fit video game makers?  There is a plethora of small-to-mid companies that need a special sound or some other symbol that distinguishes them from the masses. As more companies shift advertising and marketing totally to the internet, the amount of opportunities in online advertising will increase.  The not-so-big companies will be able to compete with the big guys through online advertising, which means a client’s creativity has a potential audience. Find it.

3. Chase different channels simultaneously. Here are the three I use.

1.  The CREATIVE STRETCH is where the client (and I) work to find new and different ways to apply the service or brand. Always digging and prepping for a new outlet, new revenue channel, or proprietary model. The words CREATIVE STRETCH run along the base of the triangle because it’s the foundation of building the brand and growing it consistently. It’s the base of all that’s done on the creative marketing and PR side, in my world.

2. The DELIBERATE side is when you’ve created the plan of action and confidently and consistently implement that plan over a designated time period. I’ve long said that being successful at  PR and marketing is about being consistent with it’s application. Most others will take a shot in the dark and then abandon the plan.  Being Deliberate is about staying true to the course and working the magic.

3. The HOME RUN side of the triangle is where you periodically take shots at the holy grail of your world.  If securing product placement in a major motion picture is yours, then you’ve got to take your shots.  And doing so should be a part of the plan.  Baseball players hit home runs because they actually take a power swing.  No power swing, no home run.

This is the general way I look at brand building. I hope you get to create your Applebee’s idea.