How Tesco created a brilliant billboard

This image was on a billboard. You’ll have to take my word for it: it was on the inner ring road and being the responsible driver I am, I resisted the temptation to take a photo while driving at 40 mph (yes, of course I was only doing 40, officer).

But I had to post a (badly recreated) picture because it is brilliant marketing.

Why? Because the art of marketing is not about making a brilliant product and then finding some people to sell it to. It is about finding a problem that people have and designing a product to fix it.

And if you want to do it well, you have to zone in one particular pain point. Focus right in on the problem people are having and drive home that you have the solution.

What problem does almost every parent with a young child have? Trying to eat dinner. It’s impossible. Venla will not tolerate other people eating. I can’t remember the last time Elina and I ate at the same time because one of us has to bounce a baby.

Your best hope, indeed, your only hope, is to design food you can eat one handed. We don’t design around taste, or flavour, or type of cuisine: we optimise our menu for what we can eat one handed.

And Tesco has zeroed on on a problem that every young family faces and said “come buy food from us and your problem will be fixed.”

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This entry was posted on Thursday, June 1st, 2017 at 11:00 am and is filed under Business & Marketing. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.