Monthly Archives: September 2016

Most important factor in product rollouts: It’s customers!

 

Most important factor in product rollouts: It’s customers!

Most important factor in product rollouts: It’s customers! And how can inventions or rollouts catch on when there is no frame of reference to compare.   When we consider our spotlighted invention, we start with one man’s need, the head of a company who loved opera and wanted to listen to it on long flights.  But the thing about most needs, is that they are often universal and if you find a way to address the personal need, you’ll find that there’s demand out there. But even when they had their new device, the process of invention wasn’t done.   

It was the marketing –the brilliant move to show how the device met the need— that did the rest.  This is a lot like our friend with the shopping cart who hired people to push the thing around stores so that they could see how it worked and why they should adopt it themselves. 

The point here is this: whether you are branding a small business, your career or virtually anything else, the thing itself must meet a need but then you’ve got to show the Target Market just how that meet has been met by you, your product or your service.  Bottom line, it’s about sampling and sampling is by far the most effective form of marketing.  Let people try something that meets some need of theirs effectively and you will likely get a customer.  This means getting yourself in the door (career wise) or getting them, the potential customer, in your door (business wise) to sample. 

One of the very first lessons I ever learned about sampling was witnessing the opening of Joe and John’s pizza in my neighborhood back in the mid sixties.  What did they do opening night?  Free pizzas for everyone!  There were lines around the block.  Joe and John knew the marketing truth about sampling (the place is still around all these years later) and so did Sony!  

One final note on invention and marketing.  Invention is about refining and responding even after the initial push.  It turns out that Sony executive whose love of opera kicked off the Walkman absolutely hated the name of the product he inspired…  But he was a wise marketer, because when he was told that the people loved it, he let it stand. 

 The audio version is embed below and for the readers in the group, here it is.  Enjoy.

DID YOU KNOW THAT?

This is Dr. John Tantillo asking Did You Know That?…

The year was 1978.  A Japanese executive wondered if there was a way to listen to his beloved operas on the long trans-Pacific flights he frequently took.  He turned to his top engineer, Nobutoshi Kihara, for a solution.   

What Nobutoshi delivered was groundbreaking: A lightweight cassette player that could produce extraordinary sound quality. 

The executive recognized that what had begun as the solution to a personal need would have universal appeal.  But right off the bat, he had a big problem.  People simply weren’t used to wearing earphones and carrying their music around with them.  The device risked becoming a flop. His team took to the streets, parks and subways of Tokyo.  They got people to try the device.  And when the people did, they bought.  The product was its own best advertisement.  Within a year the player was flying off the shelves around the world. The company was Sony. The player?  The legendary Walkman.  One of the best selling audio devices of all time and the one that kicked off all those gadgets that we now make a part of our lives. And now you can say: Yes, I know that.

Why not contact JT,aka John Tantillo, branding and marketing expert to chat about branding, marketing and of course how best to “GO BRAND YOURSELF!”   doc@johntantillo.com

So that you can become the brand you want to be!

Can animal spokespersons work for your business?

Can animal spokespersons work for your business?

Can animal spokespersons work for your business?   Just ask Bell Environmental (BE) the NYC based pest control company who wanted to stand out from the competition.  They decided to use “Man’s (and woman’s) best friend,” Dog to get the attention of a Target Market who had little interest in this product category.

Using their animal spokesperson, Roscoe,  they alerted potential customers that there was a brand that could solve their bed bug problem in a compassionate but efficient way.

With the help of their direct, but creative promotional team, Bell Environmental did the impossible.  They got consumers talking about bed bugs by using an animal spokesperson–Roscoe, the bed bug dog.

For the marketing oriented professional, The secret in promoting your business is to assess whether a spokesperson, whether animal or human will separate you with a benefit that resonates with your present and future customers. When you achieve that you will attain success.

Here is the advertisement that started it all.

But how do Fortune 500 companies utilize Animal Spokesmen to get through the clutter and get you to remember what these Madison Avenue icons are?  Well here is the answer to the question–Can animal spokespersons work for your business?  If you know the brand and buy it the answer is an overwhelming YES.

Why not contact JT,aka John Tantillo, branding and marketing expert to chat about branding, marketing and of course how best to “GO BRAND YOURSELF!”   doc@johntantillo.com

So that you can become the brand you want to be!

Branding Essential, Know your Target Market.

Branding Essential, Know your Target Market. 

Branding Essential, Know Your Target Market. This is a branding fundamental and an integral part of the “Go Brand Yourself! process. Said another way this approach is the strategy for your marketing success. Thoroughly understanding this branding essential is crucial.  And It’s Knowing the wants and needs of your Target Market so that you can satisfy them.  Plain and simple.

By systematically analyzing your Target Market you can pinpoint what they want and adapt a strategy that will resonate with them.  Here is the Neil Cavuto Interview that discusses how one Barry Bonds who had issues a few years ago, should have re-branded himself and the pitfalls associated with his perceived brand. It’s simple: “when they say it’s not about branding, it’s really all about branding.”  Just ask Barry Bonds. Or should I say, “Barry Who?”  Would love to know your thoughts and your approach to GO BRAND YOURSELF!

Why not contact JT,aka John Tantillo, branding and marketing expert to chat about branding, marketing and of course how best to “GO BRAND YOURSELF!”   doc@johntantillo.com

So that you can become the brand you want to be!