1 in 133 people have Celiacs disease. 1% or so. Maybe two percent. That's not so many eyeballs when it comes to the advertising industry. Most main stream media companies (TV, print) will give you maybe a token segment once a year, but only if you keep pushing them on a guilt trip because it's Celiac awareness month. It's just not in their interest to pursue that small a market. Compared to other illnesses you get very little face time on TV or radio...
Anyway. What I am trying to get at, is how to figure out a cost effective way to reach a group of (very) dedicated customers by using a form of main stream advertising. I have mentioned this before, Celiacs are the most supported minority out there when it comes to being told where to find good and safe gluten free goods.
So many times Victoria has told me about a client who is buying a cake or bread for their neighbor/dinner guest/friend who is on a gluten free diet. Or tell them about GF PATISSERIE.
I have yet to hear somebody tell anyone who is allergic to peanuts about that great Almond Butter they carry at COSTCO. Celiacs are loved and supported by so many, it's unreal.
So after 18 month in (successfull) operation, I was able to convince my wife to take out an ad in a main stream paper. City Palate is my favorite magazine in Calgary, sort of obvious since I love food. Wrote about it in 2008 already (http://theceliachusband.blogspot.com/2008/06/city-palate-my-favorite-local-magazine.html) and a while back GF PATISSERIE got a little write up in that magazine.
Victoria is a very smart business woman and she did agree though it is very hard to reach Celiacs through conventional advertising, something had to be done. Word of mouth and the Calgary Celiac Chapter's magazine only go that far.
City Palate was a natural choice and the people who made the ad happen (Janet and Sue) did a great job helping us. Thank you!
Advertising is all about repetition, so let's see how this ad will be received.
How about you? What is your favorite advertising medium, what speaks to YOU? What turns you off? How did you hear about your favorite place to dine, or shop? Gluten free or not.
Any advise from peers about their advertising experiences is most welcome.
AT LINA'S ITALIAN MARKET
KEEP IT SIMPLE!