|
Oscar Wilde once said, “Mere color, unspoiled by meaning, and unallied with definite form, can speak to the soul in a thousand different ways. I believe color is a key to re-igniting the consumer during these challenging times. After all, does anyone really need another white shirt or blouse or a new pair of khaki pants? Color can help us tell consumers it’s time to assess their wardrobes and update them, even if it’s with just one or two of the latest bright colors. Color is the first thing they see, sometimes before they even enter the store and certainly as they approach the merchandise. It isn't the style or features that capture their attention from a distance – it is color. Major appliances provide a good example of how color can be used to engage consumers. Have you noticed the wide variety of colors being offered in laundry machines these days? Even if consumers aren’t in the market for new washers or dryers, it would be hard not to notice the new colors. Color gets their attention and gets them thinking. The auto industry understands how to use color very effectively, too. Take a look at some of the new models – cars in today’s showrooms are bright yellow, orange, green, and new shades of blue. No longer is yellow reserved for taxi cabs and school buses. Now yellow is a way to help drive new car sales, as well. Sometimes all it takes is a simple injection of color to get people’s attention and help them think about things in a whole new way. Some say a picture is worth a thousand words. I say color is worth ten thousand! The green movement is at a major crossroads in its shelf life. The economic challenges consumers face will either catapult green forward or set it back a few years. If companies can’t or don’t justify the importance of the trend – and even more important, the value of green in their products – the consumer will take the less expensive route and go for value over green. We’ve already witnessed some false starts in the green product arena, such as energy-saving compact fluorescent light bulbs. They have yet to be embraced as ‘good enough’ and truly cost-efficient, which would allow consumers to justify spending some extra green. Additionally, consumers have become suspicious of the green claims made by marketers, and they feel some of these products have become "green-washed." (Green-washing is when a product, company, or brand makes claims about “green-ness” that can’t be substantiated or claims made just for the sake of playing the green card.) By way of Internet blogs, consumers have even begun to publicly voice their doubts about what they see as these unproven or unworthy claims.There are many green-themed blogs being filled by consumers with information about these products and the claims marketers make. So before you go out with your take on green, remember that the key is to effectively play the green card and embrace the shade of green you will use to color your message . . .
There are so many ways to help the consumer connect with green and become passionate about this movement. Your brand and product could and should be right there in the forefront. Just be sureyour green claims are legitimate and easily understood, and then clearly demonstrate the value and efficiency of your claim to green-ness. Think green, yes, and remember that green comes in many shades. Find the perfect one for your company. What makes your product different? What makes it stand out in the sea of sameness? Make sure your customers know what makes you different. Examine your messaging and make sure it’s on target and – perhaps more importantly – that it resonates with your target audience. And while we’re on the subject, it helps to identify your audience. Figure out who they are, then target them and make them yours. Next, tell them why they should buy your product. A good example: running shoes. There are plenty of choices, but not all of the brands tell you why theirs are different or better or why you can’t live without them. Don’t leave it up to your consumers to figure out why to buy your brand or your new style. Get out there and tell them your running shoes provide better traction, better comfort, or better shock absorption. It seems like common sense, but sometimes you need to think or re-think about who your audience is. Here are some questions to ask that might help you: Are you trying to reach teens when adults are actually the ones buying your products? Do you know who influences your consumer when it comes to purchasing your product or shopping in your store? I call this phenomenon “Influencing the Influencers.” It’s happening in a variety of businesses; one good example is the auto industry. Quite often, children as young as age six are a big part of a family’s purchase decisions – and not just when parents are shopping for a new car, but when they’re making that critical decision, deciding which car to buy. The family goes out shopping for a car and who gets the deciding vote? The kids. It’s clear – kids are exerting their influence on the final purchase decision. Remember, as consumers look to cut back they are not necessarily cutting back on everything. In the midst of economic challenges, you have to educate consumers about why they need to buy what you’re selling. Value is not just about low price today. It’s also about the right mix of reputation, entertainment, and worth. Is this purchase worth the money? Is this the best use of my money right now? Am I going to enjoy this, or do I just want this item but don’t really need it? These are the questions people are asking themselves today – your product’s value has to pass this test. Restaurants have not been shy about giving consumers help in understanding how their products pass that value test. They have used the traditional definition of value to communicate this to their consumers. Just look at some of the names – "Value Meal,” “Value Menu” – I’d say that’s a pretty clear message. “Dollar Menus,” “Combo Meals,” and similar descriptive names all point out the path to the most economical deal. Telling their customers where and how to get more for their money is very much a part of restaurant operators’ marketing messages. That is traditionally how “value” at its most basic is perceived by and communicated to consumers. In the recent past, the consumer learned that value equaled price, style, and experience. Here’s an example: Target. Target redefined value in fashion by adding designer names with low prices and style – and that equaled acceptance by consumers at all levels. Today we find ourselves in the middle of a changing economy: The New Economy. Once again the definition of value has evolved. The new value equation is reputation, entertainment, and worth. Products are expected to have brand recognition, last longer, create a lifestyle connection, and maybe even have a celebrity association. Look at the successes of celebrity marketers Martha Stewart, Sarah Jessica Parker, Jaclyn Smith, Jay-Z, Tiger Woods, and the ultimate in value-add, Michael Jordan. Now is a perfect time to assess the value of your product and how you fit into The New Economy’s value equation. During challenging times, nothing becomes more important than justifying your existence. You need to work harder, smarter, faster, and more efficiently. So do the products consumers look to buy. Consumers today expect their products to do more, deliver more, and have greater value to them. Make sure you plan to reinforce the relevance of your product to your customer – what it can do, why they need it, and why they just can’t live without it. Let’s look at computers. Many of us didn’t grow up using them, but just try and get through your day without them now. Look to hook your customers; allow them to become addicted to your products. One other thought on relevance – don't wait until your customers have learned to live without your product and then try and win them back. It’s a lot easier to keep a customer than to attract new ones or win an old one back. Protect your core consumers, and make sure you reinforce the relevance of your products. Helping consumers understand the relevance of your product will keep it top-of-mind. Ultimately, it will keep them coming back for more. It’s a pair of pants that resists stains and never needs ironing. It’s a pair of running shoes with extra cushioning. It is comfort footwear that not only looks stylish but can be worn all day without aching feet by lunchtime. It’s also about options. Look at the toothpaste aisle in your nearest grocery or drug store. Today’s consumers can buy toothpaste that serves more than one purpose. They can pick and chose from a wide variety of products and then match the product to their desired result: Do you want whitening, fresh breath, cavity protection, natural ingredients, flavors, added mouthwash, baking soda, gel, or paste? There are all kinds of choices, and consumers can find the perfect combination for them. It is not about offering one option, it is about delivering many options. It is about being able to find product that is advanced and fits your customers’ needs and desires. Today is the right time to look for and promote your product’s “technological” advances. If there ever is a time to introduce the idea of “new and improved,” it’s now. What is the compelling reason to buy anything today unless it is worn out or broken beyond repair? No reason. Consumers don't really need much more than they already have – and that’s especially true when consumers find themselves in challenging economic times. They will think twice and possibly even thrice before purchasing anything. Consumers from all walks of life are trying to justify why they should make purchases of all kinds. Ok, so, if you market a product that is “the same as it always has been,” then consumers will likely just put a coat of polish on 'em and wear 'em some more. But give them something that is “new and improved,” and they will reach for it. Does Johnny really need another skateboard? Probably not. But with the innovation of in-line boards, there’s a whole new (and improved) experience. Guess what? Now Johnny sure does need another skateboard. Apple is an excellent example of how “new and improved” has moved product sales. Apple introduced its touch-screen technology with the launch of the iPhone. People waited in line overnight just to get that phone. Not content with that success, Apple introduced a “new and improved” iPod – the iPod Touch. Even those who already had a still-new iPod had to have the very latest! And off they went to buy it. You can settle for replenishment, wait for your consumer to “use up” your product and replace it . . . OR you can create “new and improved.” Entice consumers in with “new and improved” – it will give them the justification they need to purchase your product. By way of example, let’s take a look at the footwear brand, UGG. UGG boots are those popular shearling boots. You know the ones that teens wear all day and night, in the winter, in the summer, to school, to formal occasions. Two years ago, UGG was being challenged to hold on to it's position as a prestige footwear brand just as other brands were making similar product at dramatically lower prices. It was at that point UGG made a choice to expand into the fashion apparel business while, simultaneously, other very recognizable designers flooded the market with new brands. Unfortunately, the UGG brand got lost in a sea of these new high profile labels and just as it was being challenged in their footwear market. I am happy to report that this past year, UGG has regained it's dominant position in the boot market. UGG solidified it's core business and broadened it's market postition. This ‘building on the core’ is key to success during challenging times as consumers look to brand heritage as a purchase influence. So don't always look on the other side of the fence for the greener grass: sometimes you need to water and fertilize your own grass and it will grow greener too. “Lean” doesn’t have to mean boring. In fact, use this as a time to evaluate the importance of each and every product. Growth comes from innovative products. Sustaining volume comes from servicing mostly “the basics” but still offering “new and interesting.” The key here is balance. Find the right mix of basics and innovation. Repeat purchasers are likely to replenish only when they need to, but they will be the first ones to purchase more if you offer “new and interesting.” So don't get too conservative. This is the time to step it up a notch, not to sit back and play it too safe. Excite your consumers. Give them incentives to buy your products. Don't bore them. “Mean” is carrying key items, but not the expected ones. Important items are just that - important - but they are not the boring, “same old” ones. A great example of this is the trend we're seeing in dresses. It would be easy to carry an assortment of dresses that are conservative, safe, and easy to sell, but they might not excite the consumer. If you carry dresses that are fresh, colorful, and a little fashion-forward, you may just entice a customer to purchase. Carrying dresses because consumers want them doesn’t make you "mean." Carrying unexpected dresses calls on consumers’ passions and then motivates them to purchase. “Lean and mean” really means “trim and powerful.” So when you cut, don’t lose your strength. Passion is defined as any powerful or compelling emotion or feeling, or someone’s strong or extravagant fondness, enthusiasm, or desire. And passion plays a huge role in purchase behavior – especially in the selection of discretionary items. From cars to cosmetics, laptops to luggage, passion is one of the most important cards to play when marketing to men, women, and children. Our ongoing Consumer Spending Indicator reveals the top three categories consumers are most likely not to cut back their spending on during these tough economic times: video games, toys, and beauty products. In my view, all of these are “passionate” categories. Passion is the difference between buying out of necessity and buying out of love or desperation for an item – it’s what makes something a “must-have.” There are just so few products anymore that conjure up the "if I don't have this I will die" feelings – try to tap into those feelings among consumers. It’s certainly an opportunity. One industry that has done a good job of keeping passion in the equation is footwear. It is enjoying healthy growth even in this tough economic climate, largely because marketers are making product top-of-mind among consumers by keeping it sexy, new, and desired. Passion is very important in keeping the consumer engaged and willing to buy – and even willing to buy more than one. Passionate consumers will tell their friends about your product and influence others to buy it. By sharing the passion, a consumer fuels the product’s growth. So keep the passionate consumer engaged – make that connection. Cause marketing, green messaging, and product uniqueness all can feed the passion. This conversation doesn’t have to end.
|
