MARKETING SUCCESS STORY:
MORNING FRESH DAIRY
Red Rocket Media Group doesn't just create highly visited Web sites optimized for search engines and designed to effectively pull in profits. We also specialize in print campaigns that are just as successful. In fact, the success of the Morning Fresh Dairy rebranding campaign is a prime example of the quality work Red Rocket has come to be known for.
In March of 2006, Morning Fresh Dairy of Bellvue, Colo., approached us, asking for assistance with a new awareness campaign. Morning Fresh is a family-owned dairy that has been in business for more than 100 years, so a rebranding campaign was a major event that Red Rocket was thrilled to be a part of. We set the Red Rocket creative team to work, coming up with a postcard campaign to go along with the Web site Morning Fresh had under construction.
How did Red Rocket help Morning Fresh come up with a new image? Through brainstorming, we decided we wanted to avoid the overdone discussion of milk's health benefits. After all, that's hardly ground-breaking information. We wanted something unique, something that would offer a new perspective on the dairy, so the creative team took a unique approach: giving the dairy's customers the chance to get to know the people and the process behind the dairy.
Seven different postcards were designed, and each showed a different aspect behind the dairy. The first, for example, had a picture of the farm where the dairy grows the cow's feed. The last one had a picture of one of the dairy's customers. We sent 13,000 homes the seven different postcards, so they got a different one each week. It kept Morning Fresh in the recipients' minds, proving an effective way of getting in touch with new customers. In fact, at one point in the campaign, Red Rocket received a frantic call from one of the dairy owners, asking what they should do. The phones were ringing off the hook and they didn't know how to handle the flood of calls.
The number seven is a crucial piece to the campaign, since research has shown that you have to get your name or product in front of the intended audience seven times before it really can make any impact. Most other marketing firms believe a good rule of thumb is three impressions, and still others don't even consider a rule of impressions, believing one contact is enough.
The Morning Fresh Dairy postcard campaign was so successful it brought the praise of the Northern Colorado Business Report. The campaign caught the editor's eye and resulted in an article the next month touting the unique approach.
Red Rocket not only cares about creating designs that are innovative and eye-catching, but we also focus on finding effective solutions for your marketing dollars. If that means more effort on our part to get you and your products or services in front of your customers, then that's what we'll do.
