From the Far Eastern Shore of Maryland
Hey ,
There's a favorite marketing case study of mine that demonstrates the importance of how you answer the question:
What's New?
This goes back to the 1950's, but is, if anything, even more meaningful today because customers loyalties have disintegrated and attention spans are shorter than that of a goldfish.
Proctor & Gamble originally had just one detergent product on store shelves - Tide.
Over time, they became aware of a consumer buying pattern where the average Tide customer would buy Tide 3 times in a row and then would buy a competing product. In some cases, they would buy the competing product one, two or three times and then would come back to Tide again.
P&G determined that the reason why a customer stops buying Tide consecutively, week after week was not a dissatisfaction with Tide's performance, but BOREDOM with Tide.
Keep in mind, this is a time in America when there was such a thing as a home maker or housewife. Mamma was was home all day and understandably easily bored. No internet, only 3 channels on TV, no 50 Shades of Gray.
So after three trips to the store, buying the same box and having the same box sit on the shelf and having to look at the same box every time she did the laundry, she just got bored.
She bought a different brand just to have a new box to stare at.
P&G did two things (both of which are still in effect today):
- They knocked themselves off. They reasoned if a customer is going to buy somebody else's product 'X' number of times and then return to Tide, let's make sure that when they buy the other product, we get a share of that market. And so they created SURF. The box was similar to the Tide box, actually designed the same, just different colors. As of today, there are 100's of versions of Tide. (Oh... by the way, if you buy a private label brand of detergent; Target, Acme, etc., it's probably a P&G brand too.
- The 2nd strategy was to combat the boredom factor of their most popular product, Tide, by setting up a cycle of percieved innovation every 4-6 weeks. Box might be tall and narrow, then short and squat, then with pour spout, then with pine scent, then with a handle, then pink granules, then blue.
How do you answer the question
"What's new?"
How do you combat your customers boredom with your product or service?
What's new with me?
Glad you asked.
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Vance "never bored" Morris
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