What a wonderful day it is for us at the WIN Firm! We are on the brink of wrapping up a SUPER project that is really going to shape the way people think. Hello, everyone: It's Chris Teague, V.P. of the WIN Firm, bringing you another post in a series of posts designed to help YOU grow through marketing. Enjoy...and keep up with us because we are not living in the past...we embrace today and try to shape tomorrow.
Do you know right from wrong? Does knowing right from wrong stop you from doing wrong? I ask you these questions because so many companies capitalize on our confused state of mind to do what's right. Take this whole "green" trend companies are latching on to these days: isn't it getting old? Seriously, saying something is "green" is about as overused and misused as the whole Nike tagline, "Just Do It!" In fact, sales studies from Forrester research show that using "green" doesn't appeal to the average consumer. Why? Maybe, the answer is because the average consumer can't afford the more expensive "green" product. More importantly, to all of you wanting to reach consumers, doing what's right should not be expensive...should it?
Why can I go to the store and find the same "green" product at a cheaper price than your organic, eco-friendly product with the exception that the label doesn't say it is eco-friendly? In an environment fueled by TV warnings of economic meltdown, we are all more aware of our spending as consumers today. Therefore, we are actually doing the "right" thing and shopping carefully, abstaining from making unnecessary, expensive purchases. Anyways, most consumers wander if buying a "green" product is even the "right" thing to do for us.
Think about it from this perspective as well, as a marketer I see the word "green" being too close to "greed." Knowing that this play on words possibly triggers my subconscious to thinking green is bad, I can see why I am often opposed to buying products that are labeled "green," all the while thinking I am doing the "right" thing. Am I though? Would you like to see how we market a product that is eco-friendly, pocket price friendly and does more than promoting good on a label? Then, follow these steps and discover how to effectively reach us all, communicating the "right" thing to do:
Step 1: We took a product and completely ripped its label to shreds, tore the packaging up and stomped on it right in front of our client. What happened? The client was ticked off! However, knowing what kind of work we do, the client quickly realized there was a lesson to be learned. That lesson? Quit copying everyone else and be YOU. Yes, we know how to communicate a brand at WIN, which is why this process worked and works.
Step 2: After explaining the strategy of looking across consumer buying boundaries (we can explain this strategy if you would like in another post), we were able to create a more dynamic marketing model for the client's product that outsold all of its competitors almost 4-1. How can you do the same thing? Pay attention to the next step.
Step 3: While I just gave you the end result in step 2, I wanted you to see how important this step I am explaining now is for success. If you want people to do the "right" thing, then you need to explain to them the importance of doing the "right" thing. Therefore, we created a simple Thank YOU program for everyone who purchased the product. We wrote a little personalized letter that thanked them for buying a product that was made by hands helping to feed others and why this help was needed. Wow! Nobody even knew that they were helping at the point of purchase. The lesson we want you to learn here is that you can reach your consumers in a more personal way if you aren't too lazy.
Step 4: Lastly, we included in the Thank YOU program a way for consumers to keep making "right" choices by listing other products that went to help similar causes. Yes, we highlighted our competitor's efforts of caring so that the consumer really could make a conscious choice in continued "green" support if they so desired. You have already seen the results listed in step 2, so we know what we're doing. Anyways, isn't being "green" about helping? Hmmm...
Blessings,
Chris Teague
V.P. Marketing
WIN Firm
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