The president of Levi Strauss launched a controversy that has threaded its way through news broadcasts and talk shows all week. He claimed that people should never wash their jeans. They ought to clean spots but not wash the entire garment. To remove bacteria and germs, he recommended putting the jeans in the freezer.
That recommendation turned my stomach. Placing dirty jeans next to food seemed wrong to me.
Whether you agree with the Levi Strauss president’s suggestions or not, in giving them he marketed profitably in several ways. First, he received a great deal of publicity on main stream and social media. Since most people own jeans, this is a subject to which they can relate. All jean owners have at least an interest and likely an opinion on the topic.
Through this publicity, he drew a great deal of attention to Levi Strauss. He strengthened Levi’s position in consumers’ minds. He may even have enhanced Levi’s position. For some, he revived the brand and brought it front and center. The repetition throughout the week of Levi Strauss put the brand in the forefront of consumers’ minds.
Finally, he gave consumers information about how to care for their jeans. While this information was unsolicited, consumers are always interested in learning about products and services they use. Consumers want to know how to get the most out of what they have purchased. They may or may not know of their ignorance of how best to use their purchase.
This ignorance is what you can easily address. Not all businesses can stir the controversy nor get the national attention that the Levi Strauss president achieved. However, all businesses can give customers information. Likely, you know information to which your customer does not have access. This information may have been gleaned from experience with the product or service. You may have learned the information through trial and error. Customers’ problems using the product or service may have prompted you to gain this information. Whatever way you garnered the information, realize that your customer could use it.
The first step to communicating the information to your customer is to decide what that information entails. Sit back and think about what your customers don’t know about your product or service. Customers give you a clue to this in their frequently asked questions. What incorrect understanding do customers have about your product or service? What problems are you addressing that could have been avoided? What do you want them to know in order to use your product or service well?
Make a list of this information. Then select how you will get it to your customer. Position your business in your customer’s mind as one which wants the customer to get the most out of your product or service.
Get rid of your customer’s ignorance.
This week's marketing trivia challenge is What business have you experienced that gives customers information? E-mail me your answer.
Click here to listen to this week’s Profitable Marketing Podcast.
That recommendation turned my stomach. Placing dirty jeans next to food seemed wrong to me.
Whether you agree with the Levi Strauss president’s suggestions or not, in giving them he marketed profitably in several ways. First, he received a great deal of publicity on main stream and social media. Since most people own jeans, this is a subject to which they can relate. All jean owners have at least an interest and likely an opinion on the topic.
Through this publicity, he drew a great deal of attention to Levi Strauss. He strengthened Levi’s position in consumers’ minds. He may even have enhanced Levi’s position. For some, he revived the brand and brought it front and center. The repetition throughout the week of Levi Strauss put the brand in the forefront of consumers’ minds.
Finally, he gave consumers information about how to care for their jeans. While this information was unsolicited, consumers are always interested in learning about products and services they use. Consumers want to know how to get the most out of what they have purchased. They may or may not know of their ignorance of how best to use their purchase.
This ignorance is what you can easily address. Not all businesses can stir the controversy nor get the national attention that the Levi Strauss president achieved. However, all businesses can give customers information. Likely, you know information to which your customer does not have access. This information may have been gleaned from experience with the product or service. You may have learned the information through trial and error. Customers’ problems using the product or service may have prompted you to gain this information. Whatever way you garnered the information, realize that your customer could use it.
The first step to communicating the information to your customer is to decide what that information entails. Sit back and think about what your customers don’t know about your product or service. Customers give you a clue to this in their frequently asked questions. What incorrect understanding do customers have about your product or service? What problems are you addressing that could have been avoided? What do you want them to know in order to use your product or service well?
Make a list of this information. Then select how you will get it to your customer. Position your business in your customer’s mind as one which wants the customer to get the most out of your product or service.
Get rid of your customer’s ignorance.
This week's marketing trivia challenge is What business have you experienced that gives customers information? E-mail me your answer.
Click here to listen to this week’s Profitable Marketing Podcast.
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