Page 73 - 100 Great Marketing Ideas (100 Great Ideas)

For Rowntree’s, the combination of creating a whole new way of
eating chocolate and also of encouraging a new group of people to
have dinner parties meant having an entire market to themselves.
No 1960s dinner party was considered to be complete unless After
Eights were offered, and indeed many guests would bring them
along as a gift in order to ensure that they would be on offer.

In practice

• Consider both the occasion and the product use.
• Don’t be afraid to innovate—just because nobody else has done

it does not mean that it’s a bad idea.

• Get the concept across clearly in your advertising—show people

how it’s done.

• Show people—don’t just tell them.

64 • 100 GREAT MARKETING IDEAS