Tuesday, July 17, 2007
Marketing Twist - Give while drinking
A small group of recent, private academy graduates is going to take a very simple product and hope to be successful on the unique marketing edge alone. They are going to sell bottled water in which a percentage of the proceeds is donated to a certain charity. The charities that receive the donations are different depending on the label that you purchase. The three labels that will be released soon are Give Life (malnourished children), Give Hope (breast cancer), and Give Love (environmental protection). The marketing tactic would seem to appeal to the targeted demographic. News Story
Other examples of products that were in essence no different than their competitors at the core except for specific marketing like this would include: ArcLight Cinemas in Los Angeles, El Capitan Theatre, possibly Ben and Jerry's Ice Cream (even though many purchase the ice cream for the unique taste and flavors, not for the social marketing), Home Depot (as compared to Lowe's or other home improvement warehouses, Home Depot sets itself apart as a socially engaged corporation), and any other business that takes a general experience and makes it different by targeting a specific group through marketing and experience. The core products in each of those businesses does not have to change, for example ArcLight and El Capitan show the same movies you can see at a regular theatre. Home Depot sells basically the same tools that you can buy elsewhere. Ben and Jerry's probably doesn't belong in that list, because you really can't get their ice cream flavors anywhere else, but you get the point. I no longer go to theatres that don't provide stadium seating. I thought those theatre were so nice when they first started popping up. Now, it's expected. People pay premium for an experience. Learn to give them an experience while using your product or receiving your service and they'll pay double. Teach them that they need that experience and nothing else will do.
*Update: Another product that came to my attention was Tom's Shoes.
Other examples of products that were in essence no different than their competitors at the core except for specific marketing like this would include: ArcLight Cinemas in Los Angeles, El Capitan Theatre, possibly Ben and Jerry's Ice Cream (even though many purchase the ice cream for the unique taste and flavors, not for the social marketing), Home Depot (as compared to Lowe's or other home improvement warehouses, Home Depot sets itself apart as a socially engaged corporation), and any other business that takes a general experience and makes it different by targeting a specific group through marketing and experience. The core products in each of those businesses does not have to change, for example ArcLight and El Capitan show the same movies you can see at a regular theatre. Home Depot sells basically the same tools that you can buy elsewhere. Ben and Jerry's probably doesn't belong in that list, because you really can't get their ice cream flavors anywhere else, but you get the point. I no longer go to theatres that don't provide stadium seating. I thought those theatre were so nice when they first started popping up. Now, it's expected. People pay premium for an experience. Learn to give them an experience while using your product or receiving your service and they'll pay double. Teach them that they need that experience and nothing else will do.
*Update: Another product that came to my attention was Tom's Shoes.
