You have to go outside yourself

Cheez-It Party MixThe makers of Cheez-It snacks weren’t thinking too well. Only a tiny precentage of their buyers would ever notice the name change from “Party Mix” to “Snack Mix.” My guess is that their staff were so excited about the new name that they felt they had to announce it on the box.

The rest of us? We would never have noticed the name change.

Takeaway: Think of your audience in any communications you create. Consider what they care about.

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8 Replies to “You have to go outside yourself”

  1. Good morning, Paul! 

    My guess is that their staff were so excited about the new name that they felt they had to announce it on the box. The rest of us? We would never have noticed the name change.”

    Not much room on a box of — er, snack mix — for an explanation of how that benefits the consumer, but that would be something more worth advertising. Reasons the change improves their ability to serve you (e.g., “now made with 20% less sugar!”) 

    When I hear someone wryly describe their own product, service, organization, or some aspect of it as “the best-kept secret,” I often wonder if they are taking themselves too seriously. If it just means other people — people who aren’t members of their staff or board, or shareholders — don’t care about or value what they do.

  2. Rich — great point.

    Marti — reminds me of the time I sat on the plane next to a guy who said his daughter worked for some large corporation like Proctor & Gamble. He said she said that often when a package said, “New & Improved” — all that meant was that they changed the package to be prettier.

    Bill — love it!

  3. What?? You’re KIDDING ME? Who wouldn’t rather have a party than a snack? A snack is bad…the magazines tell me that all the time, “You’re a girl. Girls who snack get fat.” But a party, now, that’s something else. Life is a party! I seriously think the only time I’ve ever bought this stuff is when I’m going camping, watching a football game, etc. I loved the name because it reminded me of the familiar Purina “chow” brands. Chex Mix = Party Chow.

    Oh, wait. These aren’t Chex Mix, are they? Cheez Its? Well, that’s an entirely new problem all the way around! 

    ; )

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