If you are in a business that sells products, the time will inevitably come when you will want to update the look of your packaging. Overtime you will learn things about your existing package that need to be changed, you will desire to modernize the feel, you will want to evolve the logo or communication, etc. Updates to packaging are perfectly natural and healthy as long as the changes do not erode your consumer base. Frequent changes are unhealthy since it destroys your brand equity.
Take a look at the above: Both product lines are within the Clorox family of products – one is branded Clorox and the other is branded Green Works. Although the image of Green Works does not show it, Green Works also offers disinfectant wipes and detergent. Essentially, the Green Works line has the same product types as the Clorox line. This is an example of both price discrimination and line segmentation. Below I will walk through both price discrimination and line segmentation in action so that you can learn and hopefully develop creative ways to utilize the same strategies in your small business marketing strategy.
A few weeks ago, I wrote about 3 Keys for a Service-Driven Small Business. These 3 keys are most important before and during a job. However, today I want to expand upon how to succeed as a service-driven small business by discussing one of the most important thing to do after the job. Similar to sales or selling, the job is not done and the relationship is not locked-in once contact information is exchanged. Likewise, your job as a service small business company is not complete once the job is done. You must continue to follow-up after the job multiple times to check that everything is still good, everything has gone as planned, etc.
Here me out for a second: quality assurance is one of the greatest challenges of small businesses. I know that some of you might not agree with this statement because small business owners take pride and ownership in their business and are producing their products/services in a much smaller quantity than any large business would therefore, you assume that lower volume equals higher quantity. However, my argument is that this is not the case. Although lower volume should equal higher quality, the issue that small businesses have is a limitation of resources, which impacts quality.
Have you ever wondered how large brands such as Popchips, Virgin America, Kraft, etc. have maintained a steady conversation flow on their social media accounts? There is more to social media conversations than posting on the whim. Although posting on the whim is within the rulebook, there is a deeper strategy to the daily tweets or posts that your favorite brands make. The best thing about this is that you can take this social media marketing strategy right out of the playbook of these large brands so that you can adopt these for your small business social media strategy.
Food Trucks and Touch Screens?
Burger King is creating a good amount of marketing buzz around their new menu and the experience that consumers will have. They have redeveloped their menu, which is somewhat reminiscent of McDonald’s to be more health conscious by adding salad and wraps options. They will somehow be incorporating a touchscreen into their point of sale and using food trucks to get their product out to the masses.
There are many articles, books, writings, etc. that speak to what you are supposed to do when marketing a product – whether a new product or an existing one. I decided to compile a list of my own for what not to do when launching new products because, frankly, there are too many dos out there and not enough don’ts.
Doritos and Taco Bell have teamed up to deliver the Doritos Locos Taco. Why does this makes sense? I’m not exactly sure but, I can tell you that Taco Bell of Yum Brands has not been as successful as they have been in the past and they definitely needed a marketing program that will make or break them. What was the benefit to partnering with Doritos? Good question.
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.
If you are looking to increase business sales, you first need to analyze your business performance to determine the right marketing tactics that will help you to achieve your goals. Below are 10 ideas to help you get started to analyze business performance: