 | ||||
| Rosser Reeves |
The article I refer to addresses the overuse and erosion of marketing terms in markets that are getting more noisy and crowded and argues that the theory about a USP is more important than ever.
This article reminded me of a project I was involved with earlier his year. I was doing a job for a company that proudly can say they're making healthy products. A company that puts effort into creating food that are natural and without preservatives. So what are a company with these values going to do in a market that are flooded with products claiming to be natural? It seems like a choice between drowning or screaming.
In regards to packaging, there are rules and regulations any manufacturer has to follow in regards to product description and information to the consumer. Whatever space left is available for copy and design, the question is sometimes what to fill those spaces with. In the process of upgrading old packaging, my client was so in doubt about their old natural marketing statement (the feeling of drowning) they at one time proposed to use the term "real ingredients" and that's when my alarm went off, and I told them: "Don't even go there, it sounds desperate, like you' re trying to convince too much about something.. It's a statement that leaves an uncomfortable consciousness/question about what is real or...not real ". My client decided to go for another solution that was realistic and to the point. But it's kind of ironic that it can be so tough even for a company that belongs to a market segment to find it's "voice" and I would dare to say it is highly complicated by a flood of "wannabe" products that doesn't belong in the same segment.
My advice is to keep it honest and real. Not so much out of naivety but just as much out of respect of the consumer. By the end of the day he/she will decide if your product is worth it. And maybe this is familiar to you: You we're in a hurry and picked up a couple of products that with bold statements told you that this is really good for you. Then in a more quiet moment, either by taste or reading the nutrition facts in small writing, you find out that it's basically a cover up. I assume the chances for you buying the product again for health reasons are very small.
Of course there are many factors that needs to be considered in the marketing package as a whole and the packaging is only a small part of it. I believe the winners in the healthy and "natural" market segments will be like my client, because they stay true to what they are selling. If you're not the first to grab a USP (like Subway), try to find something different or another angle to focus on, like this article also refers to. And another interesting perspective: No matter how a company utilize social media tools, these channels will always be a test for your USP's, sometimes in direct contact with the consumer. In these days when there never been more focus on the human factor and emotional marketing, make sure that your USP is in sync with what you actually are selling.
Referred article:
No comments:
Post a Comment