In the late nineteen-twenties, two companies — Kellogg and Post — dominated the market for packaged cereal. And Post was the market leader. But then along came The Great Depression ..

Kellogg ‘Vs’ Post. How Kellogg won the cereal wars of the great depression. (The rest, as they say, is history.)

Ibelieve that a business — your business, my marketing business, any business — is a bet with the future.

A bet that what you sell today will still sell tomorrow.

Of course, whatever niche you’re in, there will be others — often with similar backgrounds — willing to wake up every day and roll the dice against you.

And sure enough, like you they will be making informed, incremental adjustments on their wagers based on changing customer tastes or needs or new disruptive entrants in the market.

Now, you can win big.

Move to the country.

Buy a Ferrari 812 Superfast and pack the kids off to boarding school.

Or, knowing the inevitability of all bets eventually turning sour, you can also — like Google — use your money to bet on your usurper.

And yes, you can also bet everything on the wrong hunch.

I’ve been there.

More than once.

But what doesn’t kill you, right?

Now, given that gambling isn’t an exact science, in the betting against the future business, you can trust that Lady Luck has got your number sown into her cotton socks.

And gut instinct is a real thing.

As is hard work, learning by mistakes, doing your homework, working as a team and listening to mentors.

And there are millions of books and articles penned by future-proofing gurus all betting that you’d cough up for their advice — until that bet doesn’t pay off anymore and the agent stops calling.

But here’s the deal:

No one can predict the future.

The fall of an American Icon

Not with any degree of certainty.

But what often does work is learning from history.

Which brings me to one of my favourite case studies:

How Kellogg Won the Cereal Wars of The Great Depression.

In the late nineteen-twenties, two companies — Kellogg and Post — dominated the market for packaged cereal.

How Kellogg Won the Cereal Wars of The Great Depression ..

And Post was the market leader.

But then along came The Great Depression.

Given that no one knew what would happen to consumer demand, it was time to make bold decisions.

Post did the predictable, prudent thing: cut costs and cut back on advertising.

But Kellogg — doubled its ad budget, moved aggressively into radio advertising, and heavily pushed its new cereal.

See, Kellogg realised that even when times were hard, people were receptive to new ideas ..

How Kellogg Won the Cereal Wars of The Great Depression ..

And when the time came when people could afford cereal again ..

Kellogg was the only brand in town.

The rest is, as they say, history.

And that’s the big lesson here.

And you’ll see it more and more as we go through these hard times too.

Some brands will hunker down and wait it out.

While others — the hungrier ones more willing to take a bet that you’re still listening now and will remember them in the brighter future — will fill the void.

Conversion rate optimisation

This quote sums everything up succinctly:

When times are good, you should advertise. When times are bad, you must advertise. Your marketing activities should increase, not decrease.

Times are bad now.

It’s time to bet on your brand being there when things are better.

Expect the best.

Prepare for the worst.

Capitalise on what comes ..

Share on social media:

Motivate, Persuade and InfluenceNew case study unlocked

Currently the average 'cost per click' in Google or Facebook is anywhere between £2-5. (Now keep that cost in your head.)

The 4° Of Newness™ — How I increased my website traffic by +218,450% (without paid ads).

TopMenu
M·P·I Method™ / How To Increase Your Website Conversion
I Believe

Policies

I use cookies to ensure that I provide you the very best user experience. Please refer to my Privacy Policy and Cookie Policy for more information.

An Artful Science®

Making your marketing truly valuable™

20 – 22 Wenlock Road
London
Greater London
N1 7GU
United Kingdom

Questions?

Call me, email me, message me on Facebook, ping me like a submarine if you like. But let’s start funneling people along that yellow brick road. 😎

Share on social media:

Website vs Sales funnels

warning:

What you are about to see is decades of marketing experience, distilled into a highly potent format.

Side effects to this new method may include: an unfair advantage, a sense of achievement, people liking you and want to buy what you're selling.


Selling Your "Thing" Just Got Easy

Here's a fraction of what you'll learn ..

  1. The "master secret" to revolutionise your services into a Napoleonic Offer™ that no one can say no to.
  2. Why using "The 3 Universal Laws Of Persuasion" is the key to building a brand that your ideal clients will love.
  3. Create a clear blue ocean between you and your competitors with a lean, momentum-generating awareness, engagement, and conversion engine.

The idea is that when you do this, you'll get to the point where advertising itself is profitable .. You're essentially getting paid to build your brand.

An Artful Science has helped us for the last five years and has been responsible for transforming our web based sales. Their knowledge of web design and digital marketing has proved invaluable.Jon Blakeney, Director | I-AM London

¶ You're data is in safe hands. See my Privacy Policy for more information. All my emails include an unsubscribe link. By submitting this form you are giving me consent to send you my guides and learning material.

Close