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Do you know the story of the Michelin Star Guide?
If not, you are about to learn of a masterclass in branding, understanding your market and creative-ness.
Do you see the connection already?
//Le Thread\\\\
If not, you are about to learn of a masterclass in branding, understanding your market and creative-ness.
Do you see the connection already?
//Le Thread\\\\
The year is 1889, Andre and Edourd Michelin had founded a company making car tyres of the highest quality.
They had done too good a job however, their tyres lasted too long for the small journeys the people of France were making.
They had done too good a job however, their tyres lasted too long for the small journeys the people of France were making.
Repeat purchase was too far into the future, people were just not burning through the rubber quick enough.
They needed to get people driving more and for longer distances.
Not great for the environment I know, but this was 19th century and they had a company to build.
Not great for the environment I know, but this was 19th century and they had a company to build.
What could be done to get people to start using their cars more?
Well what did the French love most?
Exquisite food.
Well what did the French love most?
Exquisite food.
The brothers came up with an idea to experience, review and define every restaurant in France under the below system
3
Worth the journey just for the food
2 Definitely take a detour, if near by
1 Excellent cooking, worth a stop
3
Worth the journey just for the food2
Definitely take a detour, if near by1
Excellent cooking, worth a stop
The idea exploded, never before had such a thorough system been created for the review of anything.
Remember this was long before the internet.
Remember this was long before the internet.
As the concept grew and grew the people of France were taking this guide seriously and wanted to experience the best restaurants.
The chefs were desperate to be rated 3 stars.
And Michelin were selling more tyres, both through need and the coincidental BA the guide developed.
The chefs were desperate to be rated 3 stars.
And Michelin were selling more tyres, both through need and the coincidental BA the guide developed.
To the point where the guide now incurs a cost and the two companies separated in there definition.
No longer a marketing tool to drive traffic (
) to the tyre company the Michelin Star Guide now serves as the epitome of food excellence around the world.
No longer a marketing tool to drive traffic (
) to the tyre company the Michelin Star Guide now serves as the epitome of food excellence around the world.
The guide is an extreme and wonderful example of content marketing.
Nothing, literally nothing to do with tyres but valuable information that their target audience could use but would in the end aid their business.
Nothing, literally nothing to do with tyres but valuable information that their target audience could use but would in the end aid their business.
Content marketing, SEO & Brand Awareness can take time, but the results are compounded in earnest.
Give me a follow if you liked this story as I'm dropping a few more over the next few days.
Give me a follow if you liked this story as I'm dropping a few more over the next few days.
