{"id":1280,"date":"2022-11-10T14:37:23","date_gmt":"2022-11-10T13:37:23","guid":{"rendered":"https:\/\/kaiwa.it\/guida-michelin-la-tre-stelle-del-content-marketing-dal-1900\/"},"modified":"2023-01-30T17:11:34","modified_gmt":"2023-01-30T16:11:34","slug":"guida-michelin-la-tre-stelle-del-content-marketing-dal-1900","status":"publish","type":"post","link":"https:\/\/kaiwa.it\/en\/guida-michelin-la-tre-stelle-del-content-marketing-dal-1900\/","title":{"rendered":"Michelin Guide: the three stars of content marketing since 1900"},"content":{"rendered":"\n

It has been a week of great trepidation for the protagonists of gourmet catering<\/strong>, whether insiders or simple enthusiasts. We are talking about the most eagerly awaited event of the year for star-hungry chefs and restaurateurs. Those of the Michelin Guide<\/strong> presented on Tuesday, November 8<\/a>, in Franciacorta <\/p>\n\n

Today, however, we are not here to talk about haute cuisine<\/strong>, but about marketing. <\/p>\n\n

Yes, because that of Michelin, the car tyre manufacturer, seems to be the first major successful content marketing<\/strong> operation in history, as well as an example of a strategy for expanding a business. But let’s take it slow.<\/p>\n\n

But let’s take it slow.<\/p>\n\n

Car tyres and restaurants: the story of a brand<\/h2>\n\n

The Michelin brand made its first appearance on the market in 1889 when, in the small town of Clermont-Ferrand<\/strong>, two brothers, Andr\u00e9 and \u00c9douard Michelin<\/strong>, founded the Michelin Tyre<\/strong> company and quickly became the leading tyre supplier in France.<\/p>\n\n

But what would car tyres have in common with restaurants? Easy! The road to them. <\/p>\n\n

In fact, it seems that the two brothers were at one point looking for a way to encourage car travel, and what better solution than a guide ready to make life easier for drivers? <\/p>\n\n

Indeed, there were few pointers for travellers<\/strong> at the time. Imagine, then, how useful a booklet \u2013 the first Michelin was red \u2013 listing mechanics, service stations, garages, restaurants and hotels where to stop for the night or for a short break could have been.<\/p>\n\n

\"\"<\/figure>\n\n

Marketing scenarios and an anecdote<\/h2>\n\n

What the two brothers essentially did, was to offer ‘content’ that would make it easier to travel by car in a way that would lead to more trips, more cars on the road, more wear and tear, and therefore more tyre sales.<\/p>\n\n

Nothing but content marketing in the service of a strategy to expand one’s market. As all marketers know, a company that wants to increase sales has three scenarios in front of them:<\/p>\n\n

    \n
  1. Identifying new customers;<\/li>\n\n\n\n
  2. Finding new uses for their product;<\/li>\n\n\n\n
  3. Drive a greater use of the product to accelerate wear and tear and, as a result, the replacement of the product.<\/li>\n<\/ol>\n\n

    The Michelin Guide perfectly embodies what content marketing should be: a publication about a target universe that the company only partially enters and where the product is present but does not claim all the attention for itself. <\/p>\n\n

    And again, to bring up another cardinal marketing principle, it is worth mentioning this anecdote<\/strong>. <\/p>\n\n

    The first guidebook, from 1900, was given as a free gift to customers and partners of the company. Legend has it, however, that Andr\u00e9 Michelin, on one of his tours of workshops, saw his red booklet being used as a workbench stand. From that moment on, he decided to sell it for 7 francs so that users would attach more value to it.<\/p>\n\n

    Thus it was that the Guide became the point of reference for motorists and travellers<\/strong>, increasingly refining its style and the quality of its restaurant-related content<\/strong>.<\/p>\n\n

    The birth of the Michelin Stars<\/h2>\n\n

    The Michelin brothers’ marketing operation was working so well that they decided to include a ranking of places of interest<\/strong>, using figures who at the time were called ‘mystery patrons’, today’s Inspectors. They went around to the restaurants in the Guide and after dining, would give Michelin their judgement, a system that has remained virtually unchanged for 85 years:<\/p>\n\n

      \n
    • 3 Stars<\/strong> \u2013 Worth the whole trip, in the sense that the journey is organised ad hoc: these are the ‘must-sees’, places of international artistic, historical or natural fame.<\/li>\n\n\n\n
    • 2 Stars<\/strong> \u2013 Worth the diversion: these are the places worth changing the travel plan for.<\/li>\n\n\n\n
    • 1 Star<\/strong> \u2013 Interesting: this is an indication for those who want to learn more about the destination.<\/li>\n<\/ul>\n\n
      \"\"
      Source: Wikipedia<\/figcaption><\/figure>\n\n

      “Nunc est bibendum”<\/h2>\n\n

      Dulcis in fundo<\/em>, in 1894, Mr Bibendum<\/strong> made his first appearance, better known as the ‘Michelin Man’, a Dionysus-like figure whose name is taken from the well-known Latin phrase ‘Nunc est bibendum<\/em>‘, ‘now is the time to drink’. This figure soon became the unmistakable face of the company and helped to strengthen its authority in the culinary field. <\/p>\n\n

      The rest is history.<\/p>\n\n

      \"\"<\/figure>\n","protected":false},"excerpt":{"rendered":"

      It has been a week of great trepidation for the protagonists of gourmet catering, whether insiders or simple enthusiasts. We are talking about the most eagerly awaited event of the year for star-hungry chefs and restaurateurs. Those of the Michelin Guide presented on Tuesday, November 8, in Franciacorta Today, however, we are not here to […]<\/p>\n","protected":false},"author":1,"featured_media":1160,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[188],"tags":[189,191,192,190],"class_list":["post-1280","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing-en","tag-content-marketing-en","tag-marketing-en","tag-michelin-en","tag-michelin-guide"],"yoast_head":"\nMichelin Guide: the three stars of content marketing since 1900<\/title>\n<meta name=\"description\" content=\"Behind the success of the Michelin Guide, the world-famous French Red Guide, the first real case of successful content marketing\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kaiwa.it\/en\/guida-michelin-la-tre-stelle-del-content-marketing-dal-1900\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Michelin Guide: the three stars of content marketing since 1900\" \/>\n<meta property=\"og:description\" content=\"It has been a week of great trepidation for the protagonists of gourmet catering, whether insiders or simple enthusiasts. 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