Comments on: rudy’s “sause”: social object case study

By: Dave Evans

Dave Evans — Fri, 04 Dec 2009 07:18:18 +0000

Let’s not forget Billy Joe Shaver. ;->

By: Dave Evans

Dave Evans — Fri, 04 Dec 2009 07:17:23 +0000

From my POV (as an ex-Product Manager), “marketing” is more than “advertising & promotion” although the word is sometimes used that way.

Marketing, in the larger sense, includes product design. That said, you can see where my POV now leads: The entire act of producing a superior product is based in collaboration w customers, research, social media “listening” and more.

What “social media” changes, so to speak, is the importance (and benefit) of involving customers way up front, of giving them real ownership and then holding yourself to their standards.

As a frequent diner at Ruby’s, I can tell you that they get this. It’s not about the ads and the coupons and…it’s about having a great product. (And to top it all off, no pun intended, having the humility to “market” yourself as “The worst BBQ in Texas.” Clearly, Rudy’s customers disagree. )

By: Dave Evans

Dave Evans — Fri, 04 Dec 2009 07:09:31 +0000

Which sums up perfectly why social media/Social Web/collective thought…rocks.

By: Brian Kliewer

Brian Kliewer — Mon, 16 Nov 2009 22:53:56 +0000

Hugh,

One way I’ve decided to try is to host mini online art shows on my website.

But, an art show needs an opening reception, those are always “social.” So I’m planning live “opening receptions” online via Twitter!

By: JTH

JTH — Sat, 31 Oct 2009 16:56:26 +0000

Hugh
Great post
1) besides Willi, I’d throw in some Lyle Lovett, Asleep at the Wheel … Jerry Jeff Walker (?), some Bob Wills.

2) Regional marketing
I’ve got my fingers in a few local food pies (companies) and pitch : where are your customers
We live in a Vacation Area with a lot of seasonal residents, and I pound the table that we can sell into markets where folks have their primary residence, but not into other markets.

We are NW Mich, and can sell Chicago, but not Texas.

Selling the “memories of great summers”

Keep up the Good Work(s)

By: The Vine Speaks » Blog Archive » Meaningful always has a social dynamic

Fri, 30 Oct 2009 16:05:47 +0000

[…] nails it yet again with this recent post. He writes: “Too many brand managers ask the question, ‘What message do I have to craft […]

By: Damon

Damon — Fri, 30 Oct 2009 06:19:04 +0000

This is how I understand what you are telling us. Please correct me if I am wrong.

I want to market my product effectively.
The best way to do this is to turn my product into a social object. The best way to do that is to produce a product of high quality.

I am not educated in marketing at all so please forgive me if I sound ignorant but, where does the marketing come in?

By: James Cioban

James Cioban — Thu, 29 Oct 2009 19:55:10 +0000

I think it is sometimes possible to extend the social object concept beyond its logical bounds. This example works OK because it is barbecue sauce. It might have a tougher time if it was toilet paper. That said, for products that have a logical social interaction, it is fair to say “baked in sociality” is an interesting discussion. I would also add, however, that some of the “fun” in the bottle is your positive perception of your in-store experience…“borrowed perception” from the good times you had at the restaurant. The “baked-in” sociality may well be the service experience they baked in, and the product is just “living la vida loca” on the backs of the waiters, waitresses and cooks that have you believing that everything Rick’s is just damned good.

By: Rob

Rob — Tue, 27 Oct 2009 18:37:09 +0000

Hugh, isn’t that the point you were making with the Rudy’s sauce. From my perspective, your point is not whether Rudy’s sauce is any good or not– it is that the sauce is the social object that draws the social interaction. Without some commonality (whether the object is good or bad), the is no social inteaction. I think the quote by Emerson in the Digital Strangelove presentation about grasping principles is very appropriate to this conversation.

By: Hugh MacLeod

Hugh MacLeod — Tue, 27 Oct 2009 16:35:04 +0000

Yes, Ricko, and the converse is also true: A socially interesting A-Hole with Rudy’s is a lot more fun than a stuck up ignoramus with a Hot Dog.

Different people socialize around different objects.… differently. Who woulda thunk?

By: Ricko

Ricko — Tue, 27 Oct 2009 16:05:05 +0000

My spin is that social interaction does NOT revolve around Rudy’s Sause or any particular product. I have had some amazing social interactions around pizza and crappy beer and had the most lame boring social interaction over Caviar and Lobster. If you stripped everything away our social interaction would be driven by our own personalities and our natural desire to “hang” with like minded souls. A socially interesting A-Hole with a Hot Dog is a lot more fun than a stuck up ignoramus with Rudy’s BBQ.

By: Mike

Mike — Tue, 27 Oct 2009 14:14:56 +0000

Under the assumption that your product is in fact great (if not, why make it?), the powerful question is not how to develop a straight product pitch, but how to create and promote the BBQ (or analogous) situations for your customers.

By: Len Kendall

Tue, 27 Oct 2009 14:11:22 +0000

Unrelated note. This place was the first BBQ joint to serve white bread and pickles with the meal. I was sold. Can’t wait to go again during SXSWi.

By: Jeff

Jeff — Tue, 27 Oct 2009 05:04:45 +0000

I love Rudy’s. It is one of the reasons I moved back to TX. They have created a great product and culture including their plates (or lack of).

You hit the nail on the head. I love taking people to Rudy’s for the first time esp non Texans that exp the food, country music, and ask questions about the wax paper plates.

By: Berry

Berry — Tue, 27 Oct 2009 04:55:13 +0000

Glad the point was repeatedly made that the most important thing is that the BBQ sauce is great.
So the question a struggling brand might need to ask is, “Does my product suck?” And that is best measured and answered by the number of REPEAT sales.