Suzanne Grayson, Grayson Associates08.04.08
Entrepreneurial companies are wonderfully (woefully?) optimistic. Armed with an idea, coupled with passion, and off they go— even without a pocketful of money. Never mind that the idea may not be, or is no longer really new, (no first advantage), or that the category usually abounds with fierce competitors. We’ve just set the stage for the current personal care onslaught of entries with the natural/organic/green positioning and their infinite variations and “seals.”
Here are a few marketing givens for those coming into the fray: 1. New products in any/every category must have those “natural” magic bullets prominent in their positionings—and the more organic, the better; 2. One must find sure-fire strategies to preempt the competition in every way possible. Having a great, interruptive name, preferably with psychological overtones, is a super start; 3. Execute with as much exclusivity in style, emotion, positioning, and unique benefits as possible, supported with authority, competitive advantage, and plenty of “permission to believe”—and do this in every single part of the marketing mix; 4. If it’s a product grouping/collection, be sure to “create a star” to drive the line and 5. Provide high value-added, with one or more of pricing, image (real or imagined), and positioning. That’s just for starters. Then, if your pockets are deep enough, and the stars are aligned, you may—just may—have a winner.
Real Solutions has launched a collection of 12 hair care products targeting four consumer needs: Color Care, Moisture Recovery, Volume Remedy and Frizz Repair. There are three “sulfate-free” products for each benefit; shampoo, conditioner, and a targeted solution for each positioning. Even if you don’t know that sulfates are considered “bad” the “sulfate-free” does the job of establishing good over evil. And, it is “loaded with nourishing Certified Organic Extracts.” So far, so good. Add to that, clear targeting for the “solutions,” strong packaging colors for shelf impact, and the obligatory natural aura of the times, topped off with a “Certified Organic Extracts” seal.
However, there is no indication of how many of those certified organic extracts constitute “loaded with.” Furthermore, the “seal” is creative, rather than official. Until all the various organizations have the teeth to police nomenclature and seals, the free-for-all will continue. Caveat Emptor.
TheBrandAudit score of 78.79 is not as high as you might expect, due to the Competition and Marketing Potential segments. Remember that marketing potential is viewed from the company’s point of view, wherein key contributors are marketing costs (difficult category) and several which are linked to demand and usage potential. To the good however, in the “news” segments of Product (81.60), Positioning (80.20) and Consumer Appeal (89.50), the numbers are among the highest ever published.
It’s in theAdAudit that the concept execution doesn’t measure up to the potential—even though the total 82.85 score is “effective.” Copy and Consumer Appeal are the culprits. To learn why, go back above to the key success-contributing points noted above, while you consider our oft given axiom, “Products are created in the lab, nurtured in the marketing department, but only come alive in ads that are read by the consumer that persuade her mind, and touch her heart (the grab factor).”
Let’s look at what’s missing and could be better. 1. Organic/green overtones are noted, but not presented with authority; 2. Name is OK, but not interruptive—definitely has a “sounds like...” aura; 3. Execution is the key. Another Grayson axiom, “Consumers do not buy concepts, they buy products and product benefits.” This execution is virtually all on concept (green, organic) without specifically telling the consumer why these products targeted to her needs will perform better than what she is using—good place for a “star,” don’t you think? Creating dissonance with the current product is the key job of advertising. This next point is vital. A new brand/product name has no legacy. Who are these people? What authority do they have? Why should we trust what we read? Here’s where some sort of authority would have sealed the deal, and communicated the trust factor—especially as there is already so much confusion in the category; 4. Incentivize! Real Solutions did not take advantage of its very moderate pricing ($5.99 for 12oz.) to project added value, nor has it used any sort of promotional trial device, which can easily be executed on the website, once you provide her with a reason to go there. For a new brand with little trade heritage, buzz to drive traffic to the stores is vital to staying alive.
All in all, lots of ways for an ad to give birth to a real winner. These ad tips go for all new products, not just those in the natural/organic/green category. Remember, “What’s in it for the consumer?”
Ride the Next Natural/Organic Wave conference and exhibition, Oct. 21 and 22, 2008. Hilton hotel, New York, NY. www.graysonconferences.com
TheBrandAudit is a Grayson Associates proprietary new marketing technique to determine the success potential of a new product concept or execution, prior to launch. Or, for an existing sluggish product or line, it will analyze its strengths and weaknesses, against key competition. The audit score is based upon Grayson Associates’ 29 “keys-to-success” criteria for the key marketing categories of Product, Positioning, Consumer Appeal, Competition and Marketing Potential. A score less than 80 (out of 100) means trouble in the marketplace. TheBrandAudit will appear bi-monthly. Contact: suzanne @graysonassociates.com.
Here are a few marketing givens for those coming into the fray: 1. New products in any/every category must have those “natural” magic bullets prominent in their positionings—and the more organic, the better; 2. One must find sure-fire strategies to preempt the competition in every way possible. Having a great, interruptive name, preferably with psychological overtones, is a super start; 3. Execute with as much exclusivity in style, emotion, positioning, and unique benefits as possible, supported with authority, competitive advantage, and plenty of “permission to believe”—and do this in every single part of the marketing mix; 4. If it’s a product grouping/collection, be sure to “create a star” to drive the line and 5. Provide high value-added, with one or more of pricing, image (real or imagined), and positioning. That’s just for starters. Then, if your pockets are deep enough, and the stars are aligned, you may—just may—have a winner.
This ad for Real Solutions has some real problems. |
However, there is no indication of how many of those certified organic extracts constitute “loaded with.” Furthermore, the “seal” is creative, rather than official. Until all the various organizations have the teeth to police nomenclature and seals, the free-for-all will continue. Caveat Emptor.
TheBrandAudit score of 78.79 is not as high as you might expect, due to the Competition and Marketing Potential segments. Remember that marketing potential is viewed from the company’s point of view, wherein key contributors are marketing costs (difficult category) and several which are linked to demand and usage potential. To the good however, in the “news” segments of Product (81.60), Positioning (80.20) and Consumer Appeal (89.50), the numbers are among the highest ever published.
Let’s look at what’s missing and could be better. 1. Organic/green overtones are noted, but not presented with authority; 2. Name is OK, but not interruptive—definitely has a “sounds like...” aura; 3. Execution is the key. Another Grayson axiom, “Consumers do not buy concepts, they buy products and product benefits.” This execution is virtually all on concept (green, organic) without specifically telling the consumer why these products targeted to her needs will perform better than what she is using—good place for a “star,” don’t you think? Creating dissonance with the current product is the key job of advertising. This next point is vital. A new brand/product name has no legacy. Who are these people? What authority do they have? Why should we trust what we read? Here’s where some sort of authority would have sealed the deal, and communicated the trust factor—especially as there is already so much confusion in the category; 4. Incentivize! Real Solutions did not take advantage of its very moderate pricing ($5.99 for 12oz.) to project added value, nor has it used any sort of promotional trial device, which can easily be executed on the website, once you provide her with a reason to go there. For a new brand with little trade heritage, buzz to drive traffic to the stores is vital to staying alive.
All in all, lots of ways for an ad to give birth to a real winner. These ad tips go for all new products, not just those in the natural/organic/green category. Remember, “What’s in it for the consumer?”
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Ride the Next Natural/Organic Wave conference and exhibition, Oct. 21 and 22, 2008. Hilton hotel, New York, NY. www.graysonconferences.com