Four Marketing Tips From the Experts or “Could You Market Chocolate Filled With Air?” 08/12/2010 Business Strategy, marketing campaigns of interest, Tip of the Day
Share This: recently published an article with some insightful and ready to use marketing tips by a few of today’s business leaders.
Paul Pruett saw a business opportunity when he returned from Europe and couldn’t find any of the air filled chocolate candy bars that he grew to love in his time abroad.
“Since launching in October, (Paul) Pruett has been able to get Bubble Chocolate onto the shelves of more than 1,000 retailers — mostly independent stores, but also a few large chains like Whole Foods. So far, he hasn’t done much marketing except for some in-store demonstrations. How can Pruett persuade Americans to pay a premium for chocolate pumped full of air? We asked four entrepreneurs to weigh in.”
 The four experts to opine about how they would go about marketing this unique chocolate treat were:
- Robert Ehrlich, CEO of Pirate Brands, the Sea Cliff, New York–based maker of Pirate’s Booty and other snacks
- Guy Barnett, founder of The Brooklyn Brothers, an advertising agency based in New York City
- John Scharffenberger, co-founder of Scharffen Berger Chocolate Maker, a high-end chocolate company that was acquired by Hershey
The expert opinions vary on how to go about marketing the air filled chocolate and range from the more tame suggestion of “use social media” to the more extreme idea of “Buy some helium”.
The full article by Shivani Vora from is worth a read and can be found in it’s entirety here.
My take: Try a variety of marketing methods and see what works best for your organization and company.  Don’t put all your eggs in one basket as there is rarely a “magic pill” to suit all of your marketing needs all in one place.
Social Media, Direct Mail, Telemarketing, Meeting the Press and Product Experience are all parts of the larger marketing picture and don’t just rely on one to get the job done.