Are You More Convenient Than Your Competitors?

Take a look around you.  If there is one thing that marketers do well, it is to make products and services more convenient for their consumers.  Convenience has been on trend for a long-time.  For example, the number of microwavable frozen foods has proliferated in the last 15 years.  Moreover, if you were to do an audit, I would bet that more frozen foods are microwavable than oven-only, although microwavable implies “oven ready”.  Outside of frozen foods, even the marketers at Tide have been challenging themselves to reinvent the way we do laundry to make it more convenient.  Tide has removed multiple steps in the washing process (detergent, stain-remover, and brightener) by combining into one process through the launch of the Tide Pods.  I don’t think there has ever been a trend as clear as this one that is screaming at you – the small business owner – to leverage immediately. read more