This year, on the day after Valentine’s Day, Preparation H decided it’s the perfect time for couples in intimate relationships to ‘fess up, and get really real.
And of course, what could be better than an honest dialogue about hemorrhoids?
Last month, he brand began its #RealRelationshipGoals campaign, pushing the admirable, but maybe wholly unrealistic, idea that in a relationship, no topic should have to be taboo.
Preparation H will use social media for its videos that encourage some major league frank talk, and as its announcement states, the brand’s Instagram channel and in paid media on Instagram, Facebook and YouTube will be “showcasing Preparation H as the experts in butt care.”
“Preparation H believes the ultimate act of intimacy in any relationship is feeling comfortable enough to open up about the uncomfortable — like your butt,” Brett Henige, the senior brand manager, told Marketing Daily. “We’re sparking a cultural conversation that we hope gets people comfortable talking about the uncomfortable, to normalize butt discomfort and its treatment.”
Before this campaign, Preparation H commissioned its own study, “The State of Sitting at Home,” examining how the pandemic affected bums.
What’s this got to do with your business?
You thought I was never going to get there, didn’t you?
First, Prep H now knows what business it is really in. Not hemorrhoids.
They are in the “relationship” business.
And that is a powerful position to be in.
The marketing strategies and tactics are much more vast, compelling and persuasive as “relationship” experts, rather than just tushy experts.
It is what will separate them from any competition.
What business are you really in?
- For my carpet and mold companies, we are in the “Healthy Home Business”
- An orthodontist might be in the “Self Esteem” business
- A financial planner? The security business
The other lesson here is that they “commissioned” their own study.
No mention of a scientific study, nor conducted by the Gallup organization.
Well, why can’t you do that?
Commission your own study to discover:
- How co,vid affected your clients.
- How re-opening affects your clients
- How ANYTHING affects your clients
If nothing else, your “study” is just another reason to contact your clients.
But you may discover vital information about your clients habits, mood, patterns or propensity to make a future purchase.
