Previous market demand was driven by collecting and "must have"I IMO YOW have failed to get anywhere in doing this to the extent required so it is just another chocolate and toy until they can get some of the new Viral interactivity and leverage off it.
Although we all believe kids are the same the market has changed and so have kids. Kids have so many options and short attention spans and if you want them collecting it is not a plastic toy but a new emoji, character, tool for a character in a game etc etc. It has to be interactive and the actual buying of the chocolate is just a tool to get web traffic and release special codes etc that relate to electronic interactive content. To think YOW has not released something online in a effective manner in which get hold of this amazes me. It is not easy as you have a fine line between engaging kids and keeping in kids safe area and not advertising etc but they have to find that place soon with their safe app and safe website that parents introduce their kids to. . The bait is the environment and animal education. Every 12 months they have a new audience of suitable age and they have to retain the old audience for as long as possible and keep 100% ethical and credible. They then have a platform database to launch other products and also promote other vetted other offerings
Their model needs another tweak , committed execution and if they don't get it right at next go it will be more $ pissed against the wall with no extra sales and still massive overheads. There is 6 months lead time in every launch and fine tuning but their whole on line presence seems stale and that is what should be driving the business. All their revised market research they say they have done on the ground and online must show some return now as it will soon be out of date.
Lots more to be said but they have the production infrastructure bones sorted but every other aspect IMO has been lacking. I would rather see some failed marketing attempts that area bit ambitious really hooking and getting sales rather than the ho hum I see happening. Hate to say it but some facepook and insta clips are fine but there seems so little interaction and no encouragement for interaction.
No excuses is what the market price is telling them and they better come up with something plausible and innovative.
Talk of books etc. Well handing out books at easter hunt would have been good and then having them as Ebooks and even personalisable for a fee or through a voucher in Yowies means you then have contact electronically which is what it is all about. Drive choc sales and web traffic all under the guise of environment and animal protection - what could be easier???
Their marketing , what little there has been IMO has come across as static and with little interactivity.
If they want shareholders or new investors to believe the story that they are a chocolate seller then they need to keep releasing accurate consistent sales reports .
If they want shareholders or new investors to believe that they are going to become a environmental and ethical marketing company they need to in a consistent format release details of web traffic and interaction statistics in a consistent credible format
The groan I got from very savvy internet marketing mates when they saw the Aussie launch and the traffic heading , flooding to USA facebook etc . Novice mistakes not to have it all set up well in advance and rewards for early adopters , competitions etc.
UK has a population and a memory of Yowie so if they have justified the small aussie market it would amaze me that they aren't seriously doing the groundwork there and it should all have been done years ago . To think they have done a soft launch with no visible follow up in OZ and yet they will want to use those numbers to get a better margin as proof of concept when marketing to UK du to similarity in market and they just haven't promoted smart yet and hope it is coming as roll out gets traction.
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