Irritating Name, Astounding Success

By now most of us have heard a story or two about a little blanket (Linus would be so proud) that could. It’s the Snuggie and I have to tell you as a person that’s hyper-sensitive to words, this one about makes me want to rip my ears off. However, as I calm down, and just call it the “special blanket” to keep from igniting my sensitivity, I realize there’s a great marketing success story here. 

In case you have no idea what I am talking about, check out this commercial for the “special blanket”.

This commercial was just launched in October of 2008, and with the downturn in economy, most people would say it would be a total flop. However, with big ad campaigns that normally run being cut due to clients pulling back ad dollars, this product capitalized on a real opportunity. With competition down, many consumers looking to things that would enhance staying at home and an ad that uses direct response to hit you over the head to buy this “special blanket”, over 4 million blankets have sold; that’s just over $40 million in revenue. Yes it is true, even in the world of Web 2.0, direct response still works.

What should advertisers, small business owners and marketing gurus learn from this? Two things ….

1) Never under estimate the power of YouTube.  The “special blanket” has had over 200 parodies created on YouTube, which means there’s a buzz going on and that means people’s interest in the product is soaring-a marketing delight. What’s more YouTube videos make it easy to find ads you have seen on TV. YouTube instantly becomes a video vault, reference point and in cause you  missed that 1-800 #, a remarkable selling tool. And … it’s free!

2) Face It-Facebook works. And while  you are connecting with some of your old high school buddies, now you can also be part of the viral media buzz by joining the Facebook Snuggie Fan Club. What more could a company want? A fan club for it’s product. It’s true and get this, this club already has 4,000 members and going strong. How’s that for a little WOM (word of mouth)?

And if all this isn’t getting you marketing mind all warm and fuzzy, maybe you should check out the “special blanket” website for yourself and order one.

Stay warm and connected to the viral world-

Sarah @ Dog-Eared Pages

Does Your Business Stand Out in the Crowd?

 

Pumpkin Hunting Oct. 08

 

This weekend my husband and I journeyed out with friends for the annual pumpkin patch expo. It’s something we have done for a few years now and it’s always a blast. Maybe it’s just being around dear friends or the fact that we drive golf carts in search of the perfect pumpkin, I don’t know, but whatever it is, it’s interesting to see which pumpkins we award as the “perfect pumpkin to carve”.

One friends says she likes the warty pumpkins because they have character. Another likes pumpkins that are smooth and flat on one side as they are easier to carve. We like pumpkins that are oval. To us, that’s what a pumpkin “should” look like. 

So as we were in search for our perfect pumpkin I was reminded how crafting a marketing message to catch a customer’s attention can not only seem like a quest, but the message can also get lost in a sea of other everyone else is doing. Finding your business might be very similar to looking for the right pumpkin. There’s a million of them out there, but what really fits your needs?

Here’s how to stand out in the crowded market and make your marketing message the one customer’s find, remember and act upon.

• Delve into what your competitors are doing. Know their message inside and out. Is it successful? If not, why?  How can you capitalize on their weaknesses? Are your competitors using flashy images? Should they be and if so, why aren’t you using eye-popping images to grab attention?

• Use keywords and messaging that resonates with your audience. Know what your customer’s speak sounds like. What are terms that get their attention? Are you talking over their heads?

• Define your target market and talk to them. If you haven’t had a chance to chat with the people who purchase your products/services you should. How can you effectively communicate your company’s message to them if you don’t know what challenges, goals or expectations your customers seek? It’s a good practice to set up focus groups and parade your advertising ideas in front of the people that will be purchasing your product/services. Gage your message’s effectiveness based on their comments. Revise if you need to. It’s much cheaper to revise than to pull the plug on a campaign that’s been running for a few weeks or months!

• Try something new.  With the Web 2.0 boom, there are a lot of new vehicles that your company can use to get your message out there without spending a ton of ad dollars. Survey your solid client base. See if they know about Twitter, LinkedIn, YouTube or even MySpace. If they don’t, discover why they haven’t had a chance to learn about Web 2.0 and take it on as a new way to market yourself if it’s true to your target market, of course.

While you may not find a marketing vehicle that’s totally perfect, you can always fine-tune your ideas so that your customers are more willing to choose your product over the competition. With a little homework on your part, you can find the right messaging and and solid marketing platform. In the end, you create a more effective way to catch your customer’s eye.

All the best-

Sarah @ Dog-Eared Pages