Sean O'Connor conceived of his pancake-in-a-can company - Batter Blaster - nearly a decade ago, but the process of getting the science and the taste to come together took years (See original story here).
To counter the negative perception of many aerosol-food based products, like whipped cream or squeeze cheese, O'Connor decided to make his batter organic and sought the U.S. Department of Agriculture's official approval. This he believed would make it more palatable for his target audience of single mothers.
The move paid off. Batter Blaster is now in 13,000 stores across the country, from Costco to Whole Foods, and will appear in Wal-Mart stores nationwide in the New Year. The product has a 90-day shelf life and retails for $4.99.
THE PITCH
For such an edgy product, going the traditional TV route might seem odd, but O'Connor said they have had great success in the past with short TV hits and wants to do a bigger retro-style campaign, like the Eggo waffle ones that enjoyed so much success in the 1970's.
"Our product kind of brings up that retro/futuristic Jetsons thing," said O'Connor, whose website loads with a nostalgic jingle and the lyric: "Make a better breakfast faster, Batter Blaster."
O'Connor said his revenues have been around $8 million for each of the last two years. If he can make more consumers aware of his product's core strengths of convenience and taste, then he could potentially increase demand fourfold, he said.
TAKING IT TO THE EXPERTS
Kim Gordon, a marketing columnist for Entrepreneur magazine and small business author, thinks that before O'Connor does any kind of widespread TV campaign, he should first reconsider the name Batter Blaster, as she felt it is too "gimicky" and would not ultimately appeal to their target audience of mothers.
"When you first hear the name of the product and you first see the images on the can, it doesn't jive with what you hope the product will deliver, particularly for this target audience," said Gordon. "People want brands and products they can trust - because money is limited - and what they are doing is they're throwing up a barrier to sales by asking people to get over the mistrust set up by the gimicky name."
Gordon said it's likely too late for O'Connor to change the name completely, but suggested scaling it back on the cans so it's not so front and center and to also change the current slogan "Breakfast is a blast" to something that plays more to the product's core strengths of it being a fast and healthy alternative to traditional pancake mixes.
"As you introduce a new product it should be safe and comfortable," insisted Gordon, who referred to whip cream product Reddi-wip's slogan 'Nothing's more real than Reddi-wip' as a good example. "You get the consumer past the fear of the unknown by making the product comfortable, but also fresh and young to appeal to young mothers, not too kitschy or funny."
Jonathan Salem Baskin, a brand marketing expert, blogger and author of "Bright Lights & Dim Bulbs", agreed with Gordon and felt Batter Blaster appears to be somewhat conflicted in terms of its advertising message, as its organic ingredients are at odds with the campy nature of its marketing strategy.
"The Batter Blaster aerosol-like can, and 'cartoony' branding imagery, almost contradict the wholesome nature of the product," said Baskin, adding that O'Connor should stress the healthier aspect of his product more. "I'd shelve the presumption that people want pancake batter made easy - a la salad in a bag - and instead identify a more compelling benefit. 'Fresh made fast' would address the parental desire to serve better food without the hassle."
Baskin also warned against expanding distribution overseas, before locking down the U.S. market. "There's no math that supports a small company developing distribution so far away from home so early in its history," said Baskin, who suggested O'Connor focus his energies less on getting Batter Blaster into more stores and more on trying to simply increase the number of point-of-sale purchases in existing retail outlets.
"This is a cool product and I love the obvious intelligence and passion evidenced by the leaders of the business," he said, "but the talk about global distribution and selling to every customer who has a mouth makes me worry that their eyes are a bit larger than the reality of their plans."
Therese Tetzel, president of the Dallas, TX-based sales and marketing agency BusinessMODERN, felt Batter Blaster is a great product concept and one that reminded her of Ben & Jerry's with the same attributes of being easy, fast and with all-natural ingredients.
Tetzel said where Ben Jerry's excelled was in the entire consumer experience of their ice cream - the taste, the texture, the enjoyment, the satisfaction, the packaging and the wholesome ingredients - and suggested O'Connor needs to do more in regards to conveying that to shoppers.
"Its not about how easy it is to use the can, it's what is in the can and how good it is to eat," said Tetzel, who used to do marketing for Quaker State. "I would take a step back and do some quick product testing to make sure I understood what consumers thought of the product, what they liked, what they didn't, why they bought, and why they didn't."
Tetzel said that in addition to Whole Foods and Wal-Mart, O'Connor should market his batter directly to military grocery stores, dormitories, hotels, hospitals and nursing homes or anywhere that relies on fast and healthy eating.
Do you agree with our experts? What should O'Connor do to promote awareness and boost sales for Batter Blaster? Post your comments below.