Addressing the Canny Investor

The competition is fierce and ad budgets are tighter than ever. If you’re looking to
boost profits and gain market share, there are some things you can do to gain a
bigger piece of the pie.

Give your product a distinct personality

OfficeMax’s Rubber-Band Guy is an instantly identifiable, highly memorable
character that has boosted sales and brand recognition. It personifies the brand
while selling the message that whatever customers need they can get at OfficeMax.

Offer them an interesting history lesson

Some of the most common products we use today have the most interesting
development histories. Hippocrates, the father of modern medicine, left historical
records of a powder made from the bark and leaves of the willow tree to help heal
headaches, pains and fevers. By 1829, scientists discovered that the salicin in willow
plants was the key ingredient in aspirin, which was later repackaged and marketed
by Bayer.

Sing your product’s praises

Create a memorable catchy song, poem or jingle that that hooks in people’s minds.
Gillette sold millions of razor blades using “The Best a Man Can Get,” which
continues to stick in consumers’ heads, leaving a positive impression about the
product’s unbeatable performance.

Re-package your product for the customer

Create new convenience packaging that makes your product easier to buy, use or
refill. Motor oil used to be sold in cans that required a punch-in can opener or
separate punch-through spout. These were messy and troublesome to use. Now
oil is sold in twist-open, easy-pour plastic bottles.

Let consumables take the lead

Drop the price of your product, then promote and sell its consumables. Computer
printers can be bought for as little as $20, yet the ink cartridges sell for $29 apiece.
So don’t worry about making a big profit on devices, let your consumables take the
lead.

Use viral marketing

Viral marketing is any word-of-mouth or “tell a friend” mechanism that induces
users to re-convey a marketing message to other sites or users. Leveraged by the
power of the web and email, viral techniques can create exponential growth in your
product’s visibility.

Customize your product

Try to give customers exactly what they want by creating apparently customized
versions of your product. Consider the success of Cycle 1, 2, 3, 4 Pet Foods, or
Burger King’s “Have it Your Way.”

Go high tech

Exploit the latest technological advancements in media to underscore your message.
For example, explore the use of audio chips in magazines, brochures or mailers.
The novelty of these devices gets people talking, and there’s that “V” word again
(viral marketing).

Promote product sharing

This can be done by showing how your product brings friends and family together.
An emotional appeal like this can be very memorable. A good example is Almond
Joy’s, “you can share half and still have a whole.” Another is the ubiquitous Friends-
and-Family discount, which abounds in everything from cell phones to vacation
packages.

Show your product being used by experts

If possible, establish your product as the one used by recognized experts in the
field. A case in point is Canon’s use of photojournalists to endorse its 35mm
cameras.

Make your product sui generis

Establish the fact that your product is generically in a class by itself. Consider
Porsche’s use of the line “there is no substitute.” Or products that have become
household words: “blow your nose with a Kleenex,” or “make me a Xerox copy.”

Think outside the demographic box

Attract a new category of customers by thinking outside the box. Consider gaining
younger or older buyers by expanding the utility and style of your product, e.g., cell
phones for ‘tweens, or health bars for seniors.

About the Author

Alex Kecskes is a former ad agency Copy Chief who has created effective copy and
concepts for a wide range of ad agencies and Fortune 500 companies. As owner of
ak creativeworks, Alex provides strategic copy for brochures, mailers, multimedia,
radio, newsletters, PR and web content. He has published articles in a variety of
publications about health issues affecting both men and women, as well as topics in
business and technology. His creative work has been acknowledged nationally in
Andy, Belding and One Show competitions.
For more information and samples, please visit
http://www.akcreativeworks.com