There are a lot of great pastries and treats out there, but none compare to the holiest of them all, the Doughnut. Homer Simpson would agree that a doughnut is not just a fluffy cake with a random hole and some frosting; it has a special place in everyone’s heart. Every doughnut-lover has their perfect doughnut. Sure, they may be the same flavor, but there is always that one doughnut from that one special bakery that when you sink your teeth into the still-warm dough, you are reminded of a special memory from your childhood.
As marketers, we can use the doughnut to our advantage. No, not luring in your audience with tasty treats (though I'm sure that wouldn't hurt), but rather taking the concept that no one doughnut tastes the same to everyone. If you get a glazed doughnut at a Dunkin' Donuts, and then get one at a Krispy Kreme, I'm sure you will find differences. Both of these companies are creating the same product, yet their end products could not be more different.
Well, the same thing applies in the digital space!
You may be using the exact same ingredients (keywords, campaigns, etc.) as your competitors, but you are still wondering: “Why is my competition doing better? We do the same thing!” It is no longer enough to create the same glazed doughnut as the next guy; you have to create the best glazed doughnut in the world and make sure that your audience can taste the difference.
For example, Fractured Prune Doughnuts has done a great job entering an established market with well-known competitors (i.e. Krispy Kreme and Dunkin’ Donuts) and quickly differentiating themselves by changing the doughnut experience and simultaneously targeting a different audience. In order to stand out, they took a new spin on the classic doughnut and gave their customers the opportunity to taste many non-traditional flavors of donuts or to create their own. Fractured Prune Doughnuts resonates well with a more adventurous audience that wants to try new things, like extreme doughnut toppings, and have the ability to add their own unique personality and flavor to their tasty treat.
After all this talk about donuts, I am sure you are craving one. Here is a list of places where you can grab a freebie in honor of National Doughnut Day!
- Dunkin' Donuts
- Krispy Kreme
- Tim Hortons
- Shipley Do-Nuts
- Honey Dew Donuts
- LaMar Donuts
- Fracture Prune Doughnuts
- Cumberland Farms
- Jiffy Lube
Leave a comment if we missed one in your area so that others can enjoy!
Image by Michelle Giannino
Image by speakerchad via Flickr CC