Liking a lemon? All I want is a one night stand

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Abbotsleigh: Find us on Facebook

I found this in my fridge.

My initial thought was what the …?!

My second thought was of a relationship marketing article from 1998 by Dennis Cahill: “Relationship Marketing? But all I really wanted was a one night stand”.

Cahill argues that he doesn’t want a relationship or a shared sense of community with fellow soap and cereal buyers. No hard feelings Abbotsleigh Citrus, but I feel the same way about lemons (and mandarins, oranges and grapefruit). This picture prompted me with two things:

1. Branding is hard for some products.

The threat of substitution with this is extremely high. I am not going to seek out Abbotsleigh products, I’ll just grab whatever’s closest. Is promoting citrus or fruit, with hope that an overall increase in market sales will increase Abbotsleigh’s slice of the (lemon meringue) pie, worthwhile?

2. Just because you can do social media, does it mean you should?

Finding Abbotsleigh Citrus on Facebook actually wasn’t easy. I only found it through going to their website first, and wouldn’t have bothered at all, except for writing this article.

Actually, the facebook page isn’t too bad. There’s posts about lemons and citrus on Masterchef and some updates on what is happening at the farm. I don’t know if my 234 fellow Facebook “Likers” are friends of the owners or friends of the product. There are the beginnings of some interaction there, but the likelihood remains it’s going to be a series of “Likes” and one night stands.

I realise this isn’t comparing apples and apples*, but the Real Madrid Facebook page has 28,174,596 likes and 1,328,449 talking about them. That’s the sort of passion that keeps a relationship going.

What products do you want a one night stand with?

*pun intended

Published by

Danya Hodgetts

Dr Danya Hodgetts is a Sport Management consultant, educator and researcher with more than 20 years experience in the sport industry. Danya specialises in developing and implementing innovative education, training and professional development programs for national and state sporting bodies, TAFE and University.

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