6 Things Marketers Can Learn from Cheese

In case my Twitter profile and Wisconsin roots haven’t made it clear enough, I love cheese. Swiss, truffle, or goat—I love them all. And there’s more to this dairy decadent than its taste. Here are six things marketers can learn from cheese to make their marketing strategies feta than ever.

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Aged Cheddar

When it comes to cheddar, older is better. Years of aging bring an undeniable sharpness to the cheese that make it worth the wait.

In many cases, data analysis works the same way. There’s no question that most marketers want to obtain data in real time and rid their databases of any outdated information. But when it comes to looking at trends, sometimes analyzing data over the long term is more beneficial. When marketers jump on data patterns too quickly, they run the risk of investing in fair-weather trends—rather than significant shifts. And while I wouldn’t recommend waiting 10 years to analyze data every time it’s collected, it wouldn’t hurt to see how patterns have fluctuated throughout the years to see if your organization is missing a bigger picture.

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Port wine

Port wine cheese, in my opinion, is seriously underrated (the kind pictured above is my personal favorite). The decadent combination of port wine and cheddar swirled into a single bite produces a layering of flavors that simply can’t be beat.

Like port wine cheese, marketers’ multichannel strategy should contain several different elements that work well together. So if a marketer’s mix includes email, social, direct mail, and mobile—for instance—it’s important that all of the channels complement each other in terms of the information and experiences that they provide, as well as offer a unified flavor for the consumer.


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Parmesan

Parmesan cheese is definitely a fan favorite. However, you have to buy the freshly grated stuff. Even though powdery imitations may be cheaper, I find myself disappointed every time I sprinkle it over my spaghetti or salad.

Similarly, marketers should aspire to only obtain the freshest of data. Although it may require more work or money to obtain, there’s nothing quite like the real, first-party stuff. When marketers acquire it straight from the source, they know that it’s real and that it’s high quality—something that can’t always be said when you buy it from third parties and don’t know where it’s been.


Brie

Brie is another crowd-pleaser (seriously, have you ever met someone who doesn’t like brie cheese?). One of the things that makes brie so alluring is its texture. It’s so rich and creamy that it can make snacking on cheese and crackers feel like a truly indulgent experience.

Marketers’ customer experiences should be just as smooth. Inconsistent pricing, crashing apps, and unresponsive email designs can all leave a bad taste in customers’ mouths. So it’s important for marketers to make it easy for customers to access their brands wherever they are and whenever they please.

Customers’ expectations, however, are growing. Rather than trying to meet those expectations, marketers should aim to exceed them. Use behavioral, transactional, and preference data to surprise and delight customers. Give them the indulgent experience they deserve.


Mozzarella

When you first buy mozzarella, it comes in a giant white ball, and it’s super thick. But considering its density, it’s surprisingly easy to cut through and then layer onto other foods.

The amount of Big Data marketers deal with today can also be quite dense. And while it’s not always easy to slice and dice, it’s important for marketers to shred through their data to uncover rich insights. 

But simply finding these insights is just the beginning. Acting on them is where marketers really see results. Therefore, marketers must be willing to layer the insights gained through their data with contextual relevancy and customer preferences to deliver an experience that’s truly scrumptious.


Blue Cheese

Not everyone enjoys blue cheese. Indeed, its unappealing color and pungent taste (not to mention smell) can deter people from sampling it all together.  But when you eat it, such as in a salad or in a dip, its powerful taste definitely packs a punch and changes a meal’s flavor profile entirely.

Blue cheese is like a daring moment in marketing. Many organizations are too afraid to run that bold campaign or try a new technology. Instead, many prefer to stay mainstream and follow suit with whatever their peers and competitors are doing. But it’s these daring moments that raise the standards for the rest of the industry and inspire marketers to be better. Be like blue cheese; do the thing that so many others pass on.

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