Moving Your Marketing One Hundred-Feet
Over the weekend I went to the movies and watched The Hundred-Foot Journey. Don’t worry, this isn’t a show-and-tell about the activities I got up to on the weekend, it was just a great movie with a powerful message that I’m about to twist into the marketing world!
For those of you who haven’t seen The Hundred-Foot Journey and are desperately avoiding any discussion about it, stop reading now!
The Hundred-Foot Journey tells the story of an immigrant Indian family who move the family restaurant to France after a fatal accident in their home town. By sheer coincidence (and a bit of stubbornness), the father in this family sets up his restaurant exactly one hundred feet away from a Michelin star French haute-cuisine restaurant. Both establishments make outstanding food and the story really starts to get interesting when the son in the Indian family crosses the world to learn more about French cooking.
Long story short, the son ends up fusing the two cuisines together creating food beyond the reach of either culture individually. But that isn’t the end of the story . . . and to find out what that ending is, you are going to have to see the movie.
Anyway, despite this film being based in the kitchen, it has great ramifications for the marketing world.
Too often companies feel limited by what the other people in their industry are doing with their marketing. This manifests itself in either copying competitors or sticking within the boundaries of previously tried and tested methods for that specific product category. There is nothing wrong with this and it can certainly create some fantastic marketing, but alike the individual restaurants in the film, there was a limit to their ability remaining within their own cultures.
When the son began to influence French cookery with the Indian knowledge, he was able to lift their dishes above and beyond. The same can be translated into marketing.
Why limit yourself to the industry in which you are currently competing? Why not watch what completely unrelated companies are doing and see if there is any adaptation that can make these strategies of benefit to your own industry?
It is easy to remain in your comfort zone. But fusion cooking has taken off. Why not take some time to investigate fusion marketing?