This past Monday marked Yom Kippur, which, for those of you not in the tribe, is the end of the Days of Awe and, according to the Hebrew calendar, the start of a new year. If you are interested, the proper greeting is Happy New Year or “Shanah Tovah.”
It’s probably not a coincidence that, at the same time Jewish people everywhere are celebrating the new year, Fast Company published an article about the brand Manischewitz and its efforts to attract younger consumers.
If you’re not familiar (and why would you be?), Manischewitz is a 138-year-old brand that was launched out of the need Jewish immigrants in America had for kosher products — wine and food that met their dietary guidelines.
This is where I stretch an analogy and talk about how Classic Rock is a more than 40-year-old brand that was launched because people needed the Rock that fit their personal guidelines. And while you can consider that a reach if you like, many of the challenges Classic Rock stations face today are not that different from what marketers at Manischewitz are facing.
A New Generation, a Different Approach
The article notes that younger Jewish consumers today are very different from their parents and grandparents. Very much like how new generations of music fans are discovering Classic Rock in a very different way than fans from previous generations did.
According to Manischewitz Senior Vice President Matt Shalvi, “We’re not trying to convince Gen Z and other younger generations to experience Manischewitz the way previous generations did. We’re giving them opportunities to make Manischewitz their own.”
So, let’s explore how they are doing that. A list of their efforts to reach younger consumers includes:
- Launching new products that appeal to younger consumers through convenience, including frozen challah bread and matzoh balls that are easy to warm and eat.
- Overhauling their digital efforts with a new website, improved social media content and even a YouTube channel with a dating show called Manischewitz Matchmakers.
- Partnering with a food truck to create a Deli on Wheels that serves kosher comfort food.
- Starting a merchandise line of T-shirts and aprons with clever — or cheesy — phrases.
- Hosting an art exhibition called “SOUP” that displayed images and photography examining Jewish cuisine.
- Cutting a headline-getting NIL (Name, Image and Likeness) deal with BYU quarterback Jake Retzlaff, the team’s first Jewish starting quarterback, affectionately known as the BY-Jew. They have since expanded that program into a search for the most successful Jewish NCAA athletes, with qualifications that include both athletics and community involvement.
Beyond the Packaging
The interesting part is, it’s working. The company has grown more than 12% in the last two years, with core products up over 40%, driven by growth in purchases from younger consumers.
While some of their efforts could be adapted almost directly for a Classic Rock station, what stands out to me is this quote, which sums up the spirit of what the managers at Manischewitz are doing: “Our evolution has gone far beyond packaging… we’re finding new ways for people to participate in the Manischewitz brand.”
There’s the real crux of the challenge as we start into a (Jewish) new year. Without ruining our core product, which Manischewitz has not, how can we find new ways for younger fans of the music to engage with Classic Rock through our brands?
Ideas for Classic Rock Stations
Here are a few thoughts:
- Start by reviewing whatever digital and social elements are within your control. Consider whether the color scheme and visuals are contemporary enough to draw the attention of a younger fan. Visuals that are up to date will not scare off your core listeners but might help attract new ones.
- A strong merchandising program is another thing that won’t bother your existing fans but could grab some attention if your designs are unique and intriguing.
- Get involved with places in your market that cater to younger music fans. Stations can’t afford an NIL deal like Manischewitz’s, but you can still partner with places that attract younger audiences to create mutually beneficial promotions.
I have no doubt that combining the creativity of the people at your station with knowledge of the music and the local market could lead to even better ideas that reach the same goal as Manischewitz: giving younger listeners a chance to experience our brands in ways that make sense for them.
Maybe it can help lead your station to a happy, healthy new year. Shanah Tovah.
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