(I know exactly the process of buying and eating an Oreo, just as I know it with many other CPGs on the store shelves. I will probably buy it from my grocery store, Giant Eagle. It’s in the biscuits and cookies aisle, next to the frozen goods aisles. I know it’ll be next to a variety of Chips Ahoy and Newton Figs. I know that there are some varieties of Oreo’s, but I’ll pick the original because it’s my favorite. I know that they come in pretty big sizes. I’ll probably leave it on my kitchen counter, and I know that I’ll give it a go as soon as I come home from the grocery. I know that I’ll probably have about a quarter of the packaging, but it’ll take some time to have seconds. Meanwhile, I’ll be worried that it might go stale. Also, I know I must have milk with it, because without it, it just isn’t as much fun. Actually, it just doesn’t go along well with water, juice, or soda. Now, with of this in mind, should I go ahead, and make the purchase, right now?)

As someone who enjoys Oreo’s, I know exactly when I will buy it – when I’m craving for something sweet, but something that’ll fill my stomach to a certain level as opposed to candies and chocolate bars. At this point, I no longer care about how fattening or bulky the size is, or the price, or anything else that might conflict with my feelings about guilt. All of that, I can justify – “I’ll work out later. It’s worth all the penny as long as I finish it. I haven’t had one of these in quite some time, so it’s all worth it.”

We all now know how great Oreo’s taste with milk, and it has become an association that, thanks to great Account Planners at DraftFCB New York, become more of a conscious trend – if I buy an Oreo, I’ll make sure that I have milk in my fridge. But to try something new, perhaps understanding the exact moment when I crave for the next packaged set of Oreo’s could be an insight that could awaken the subconscious minds. For me, it’s when I want something fulfilling and sweet at the same time.

It’s all about that moment you crave for something, that moment you think about the process of buying and using it based on your past experiences. That’s where the sweet spot lies.

When do YOU crave for Oreos?

But that doesn’t mean everyone should leap into a new level of marketing. For example, while my mother now owns an iPhone – just because it’s considered the new trend for everyone, she would still prefer to read a letter on hard copy rather than browsing and zooming in on it using the iPhone. Just because people adapt a new trend does not necessarily mean that they are accustomed to it. Until then, think about where your brand is positioned in the market, and more importantly, what your customers are more accustomed to.

However, despite the old vs. new, this is something that’s clear today as it was yesterday: the more personalized, the more welcoming, or the more engaging, the more the customer will be sure to stick by your side.

Opportunity is now for water-related companies

Recent focus on media was the contamination of water that we drink from taps. It’s been said that since 2004, over 49 million are exposed to contaminated water. Considering those that haven’t been checked for, that could be you – whether you’re at home, or whether on your next cup of iced water at your favorite diner or fast food joint.

Well, while it might be good news for Aquafina, it’s even better news for Brita and PUR, the makers of home water filtration systems. I don’t know what kind of marketing budget they have, but now is the time to make it happen. Research who these people are that are drinking contaminated water, but more importantly, find out those who are aware of this situation – perhaps mothers won’t like to serve their 8 year olds contaminated water.

It is rare that a company can be given a great chance for aggressive marketing – as for water filter companies, now is the best time to appeal to the senses of people who are sensitive to drinking tap water. Or perhaps a new product can be developed at this point – a portable water filter? (for fountain taps at the office, for those untrustworthy iced waters at China Express?)

Magazine 'Gourmet' to Shut Down

It’s really sad to see traditional media dying, with newspapers, magazines, and radio becoming one of the biggest victims. The truth is, there is perhaps no possible solution to such channels as it is a natural phenomenon – since viewership migrates to online, advertisers will rather spend the money where the audience is. There’s really no one to blame.

But to close down a 68-year-old history? Maybe there are ways to survive through strategic target marketing, and not by luring in incentives by simply lowering subscription rates or offering trial offers. Here’s my suggestion.

• LOOK FOR WHERE THE MONEY IS

As someone who’s always interested in self-development and the willingness to keep track of the latest industry news, there are hundreds of magazines I’d like to subscribe to. The reality is, I can’t afford it. But if there was someone else who could pay for such services, such as my parents, I know for a fact that they would do it for me. And most likely, those willing to self-develop like myself are among groups of people in college an early stage professionals. They might not have the capabilities to subscribe to a bunch of magazines – but maybe, maybe… their parents who support their sons’ and daughters’ success in careers can help out.

To do this, an easy way would be to partner with where such groups of people are. Why not partner with colleges? Get rid of those trial offers FOR EVERYONE, and rather offer lower-rated offers for students. Or make a deal with a college to have your magazine offers sent in college or alumni newsletters to the parents. I’m sure those in marketing in such publications also have children – and you’ll know this universal insight – parents will do anything for their children’s success.

Now, marketers may think, ‘my magazine is a food magazine, and our readers our 40~50-year-old housewives.’ Well, come at it from this angle: maybe they’re reading your magazine because housewives do a lot of cooking, and they’re good at it, and they want to be better at it, and they can afford it because their husbands will pay for it. I would suggest, ‘get out of the box!’ In my opinion, there would be two ways to tackle this.

1. Don’t assume your reader audience is your only audience.In other words, maybe 20-year-old males are just as into cooking as the housewives are. Establish a touch-point: tell them that learning to cook gourmet food will win romance (and yes, they do), and that it will lead to a unique thing to write in their hobbies or differentiating themselves during job interviews.
   
2. Don’t assume marketing to 40-50-year-old housewives just because they’re your audience. Yes, I see a lot of cooking magazines in a dentist’s office, because housewives go there a lot during the day. But imagine their children in middle school, when they sleep over at their friend’s house, and come back home telling, “Mommy! Jeff’s mom’s pasta is so much better than yours!” Or how a husband comes back from a dinner invite and tells his wife that his boss’ wife’s food is better. There are always such touch-points where having a cooking magazine can boost the real audience’s (40-50 year old housewives) ego, motivation, pride, and lessen the stress of hearing that she is not the best cook in the world (or at least, in comparison to a competing housewife). Target their children, their husbands, and their pride.

It’s sad to hear publications go down. And just because you’re in traditional media doesn’t mean you should market the traditional way. Use variances. Use radical methods untested before. What have you got to lose?