Sometimes improving your sales is as simple as altering your brand. This could even be simply changing one line in your marketing campaign. The following are examples (from The 60 Second Marketer) of companies that did just that.
Colgate Toothpaste did what all good brands do and analyzed the needs of their target market. They realized that even though dentists encourage us to brush three times a day, most people only brush twice a day. Based on that, they re-positioned their toothpaste as “The toothpaste for people who can only brush twice a day.” By re-positioning the brand, they were able to differentiate themselves from their competitors who, in the consumer’s mind, didn’t have the“twice a day magic formula” that Colgate had.
Valvoline Oil took a similar approach by creating a line extension for “people who can’t change their oil every 3,500 miles.” The new oil, which probably cost about 5% more to produce as their regular oil, was twice as expensive. Valvoline figured out that the person who couldn’t change their oil every 3,500 miles would probably be willing to pay a premium for an oil that protected their car for 7,000 miles.The result was that Valvoline got to charge twice as much for a product that only cost 5% more to produce. Brilliant!
A-1 Steak Sauce
A-1 Steak Sauce grew their market share by changing 1 line of copy on their label. How did they do this? Their research indicated that consumers open their refrigerator door 8 times for every 1 time they open their pantry. So what did A-1 do? They added “Refrigerate after opening” onto the label (even though that wasn’t necessary). By doing this, A-1 Steak Sauce was seen 8 times more frequently than it had been in the past. The more times customers see a product on their shelves, the more times they use it. Bravo.
Pepsi grew their sales and revenue by convincing restaurants to offer free refills. Remember in the old days when you had to pay for every soft drink you ordered? Well, the folks at Pepsi decided that one way to grow sales was to encourage restaurants to give free refills. The more refills, the more Pepsi sales. How did they do it? They convinced one restaurant chain that providing free refills was a way to increase customer loyalty. Once the first restaurant started offering free refills, they could easily point out to their competitors that local competition is providing free refills and suggest they do the same. The result? More sales and revenue for their brand.
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