The Art of Fine Doing
With the beginning of a new year comes all sorts of prompts from brands, infomercials and various social media toward new behaviors — e.g., weight loss, exercise, decluttering, eating healthy, simplifying your financial record keeping, etc. It's also a good time to ask yourself just how exactly your company helps its customers achieve their goals. Is your brand inspirational and motivational enough to turn your customers into doers? Let's look how one brand masters the art of motivation:
Some people just don't understand why you would watch someone cook. Brooke Johnson, president of The Food Network, explains it this way: "Twenty years ago experts would never have predicted the passion our little network would stir up. Food allows people to explore, experience and connect with the world around them." Johnson knows what she's talking about: The Food Network is watched by more than 100 million households and its success led to the launch of a second network, Cooking Channel.
The Food Network has invited celebrated chefs like the Barefoot Contessa (Ina Garten), Rachel Ray, Mario Batali, Jamie Oliver, Bobby Flay and many more into America's kitchens and motivated its viewers to be doers, not just watchers. With its own magazine, online store, recipe sharing, contests and blog, The Food Network prompts its viewers to find their own way in the kitchen.
Known by just her first name, Giada De Laurentiis, one of The Food Network's celebrity female chefs, began her show in 2002. It's fair to say she motivates while she marinates! Giada exudes enthusiasm and conveys a real love for her audience. She wants you to try these recipes at home, add your own twist and, most of all, enjoy! She introduces you to her aunt, her husband and her daughter in daily life situations so you get to know her as a person, not just a personality. She's the "cook next door" and her love of family, recipes and gathering people together shines through.
Motivating ancillary products like her namesake food items (e.g., Giada Marinara Sauce with Artichokes) and branded cookware (both available at Target), easy-to-follow cookbooks ("Everyday Pasta," "Weeknights with Giada"), and cooking at live events (e.g., the SOBE Wine and Food Festival in Miami) connects Giada with her viewers in ways that inspire them to put her recipes onto their tables.
Here's what Giada writes in her latest cookbook: "This is what weeknights look like in my house. I hope these recipes inspire you and your family to gather around the table (or picnic blanket!) for some fantastic dinners and, most important, a whole lot of fun. Buon appetite!" — Giada
How do you say "very motivating!" in Italian?
Do your products turn your customers into doers? What additional prompts might they need to fully experience the depth of your brand? Using The Food Network as a model, how can you, as a product developer, repurpose more of your products’ best features across channels, product lines and partnerships to motivate your customers to reach their goals?