I am currently in my second phase of product testing for my new baby, whose name I am not yet announcing, nor have I decided on for sure. Suggestions are welcome :-) I am so happy I am placed where I am now (work-wise) and that I am given the means to learn from the best people in marketing and brand building. Before I sound like the brochures that I write, here’s a quick rundown of the things I learned the past week:
§ In developing your brand, check for the emotional hook on your consumers. What do they feel about it? It’s all about feelings, baby. Gain emotional acceptance for your brand.
§ Make it a good balance of marketing and value proposition. It can’t be all about marketing- and it can’t be all about your product either.
§ In the same vein, in the fashion of Blue Ocean Strategy, when you develop your brand/product, have at least no less than six (6!) proposals ready. Six! Don’t fall in love with your idea! It might not be the right one after all. (See? Marketing as romance- he may not be Mr. Right, after all. He may not just be the right brand/product for you. Weird how I am more willing to accept this reasoning more logically, than that soulmate-destiny theory. Ay... that sounds like another article altogether.)
§ Do more thorough product testing. Know me! Try me! Accept me!
§ Define yourself properly. Is your product “necessity driven?” Are your products important?
§ When you do know who and what your brand is, be true to it; be true to your brand DNA. “Like a rubber band, the more you stretch it, the weaker it becomes.” (JLG).
§ Don’t do what your competitors are doing. Why are you following the people/brands that you want to obliterate? Just because it’s their business model, doesn’t mean it has to become yours.
§ Cart/kiosk businesses are impulse businesses, where they market impulse buyers. People walking in the mall who see your cart suddenly buy (nuts, fries, etc), and interestingly, people buy the bigger sizes, than the small ones.
§ One of the best ways to sell snacks in groceries is to cross sell. Why? Because people who try to eat healthy actually try to avoid passing through the snack lanes.
§ There is no such thing as creating new prices- its either you raise or reduce. And you must know why.
§ Also, it’s my second week in class. In all of them, we’ve been tackling case studies on condoms. Everything from how-to-use guidelines, market studies, product design, and size (?!). Filipinos, apparently, only fall into the “regular” category which is 6-7 inches. International sizes, meanwhile (which are not available locally), range from 7.8-8.2 (large) and 8.5-9.5 (extra large/European). I swear, this is backed up by market studies. Then there’s the history of how and why glow-in-the-dark ones were made available locally. Its been found out that in the provinces where electricity is unavailable in most areas and families slept in one-bedroom homes, condoms evidently weren’t used properly and would slip out of their hands- they couldn’t see it anymore, so there- a band-aid solution to population explosion. Kaloka. That kept everyone awake in class.
§ In the UK, where there was a major campaign on a certain brand of condoms- they had programs on availability only in certain strategic locations. The point is, it is not everywhere but it was made available in the right places, so focus where it counts.
§ Did you know that Listerine was originally made for curing athlete's foot? Other original uses for this wonder brand includes dandruff and dry scalp treatment (1921 to 1929), a beauty treatment for the skin (how used, I have no idea), antiseptic for cuts and for surgeries, deodorant, as an after-shave lotion and during WWI, as a wound irrigant. Yes folks, that's the same stuff we gargle with everyday. The success of Listerine is not only due to a great product but also due to memorable high-impact advertising. In the 1930's Listerine created such famous slogans as 'Always a bridesmaid, never a bride'. In the 1970's it was 'the taste you hate twice a day.’ (More here: http://www.superbrands brands.com/volII/brand_listerine.htm) I don’t get the slogans. Haha.
§ What is your shopping behavior? Practice monitoring your thoughts and behavior when shopping. Understand: At what point does a customer decide to buy? Understanding your consumers’ behavior will put you at an advantage- a lot like stalking them, actually. In retail, for example, women fit merchandise and it is at that point when they decide to buy. What do you then to help them along in their decision? Make fitting rooms as conducive as possible. Simplest of solutions, actually- provide an ottoman, hooks for hangers, flattering mirror and lighting, make it as cozy and comfy as if they are dressing in their own rooms.
§ Solve your problems today without creating problems for tomorrow. Again, band-aid solutions won’t stick.
§ Look for your SIMPLE BIG IDEA. Simple is not easy. Do few things excellently.
And lastly,
“If you want to be known, put a sock in your mouth and everybody will know you as a fool.”- Leo Burnett