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"There
is always a story or some visual construct associated with every established
Brand. You just need to think of a Brand, close your eyes and watch
a whole new world of Visuals trying to get an association with the
Brand"
The strongest customer segmentation Schemes as per researchers “are based on understanding what customers actually do, not what they say they do.
Knowing your customer means knowing the stories that they tell themselves about your product.”
One of the communications for Kellog’s Frosted Flakes showed adults—their identities concealed— nervously confessing their love for Frosted Flakes. These ads have led to a significant increase in sales volume over the last four years, most of it coming from adults. You know why ?
Kellogg figured out what went through the mind of a parent in the morning. Opening up the kitchen cabinet and looking at all the breakfast options—the Frosted Flakes beside the other prominent cereal brands —the adult thinks,
“I like Frosted Flakes, but I can’t have them—they’re for kids. My
kids would give me a hard time.” In effect, the new ad acknowledges, and then interprets, this story that adult consumers tell themselves. It says,
“Yes, we know you’re telling yourself that it’s not okay for an adult to have Frosted Flakes. But it is okay, because other adults do it."
Don’t we have a huge stock of stories with our products and services ….piled up at the neglected corner of our organization. Let’s come out and start finding stories related to different products ,services and brands. Let’s analyze those stories as marketers and prepare a more meaningful communication for the product to get an effective increase in sales. Let’s try to relate our communication to our customer’s need directly. Just as a food for thought I am just providing you some tips on stories related to products..
What about young mother liking baby powder more than her infant ?
What about busy housewives playing with the video games of her children ?
What about people making faces in front of the bathroom mirrors for hours ?
What about an elderly man using bathing soap as a shaving soap and thus enjoying lather of shaving cream and fragrance of beauty soap ?
I think that these stories may help Nestle, Nintendo, Modiguard and
P&G or HLL to elaborate on and either develop a new product category or a new usage segment or both.
Kindly contribute more and more to this section and we will also keep on giving you more tips from time to time.
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