- Creating products or services that everyone wants is the challenge companies face.
- Planning a successful strategy that stays in the user’s mind
If the different amazes and what amazes generates recall, we would think that to win more followers and turn them into consumers, brands must implement, today, marketing strategies with innovation that anticipate their users’ needs.
Seth Godin, marketing guru, in his book Purple Cow paints us a picture of a truth, giving as an example that, when going to a field full of cows, one would focus one’s attention on these bovines, but after a few hours, the excitement might fade. What would happen if you suddenly came across a purple cow? That event would be amazing, striking and therefore hard to forget.
When we receive the assignment of creating a public relations strategy for a soap, our mind goes blank, but if we then look at Dove, a soap brand with a clear purpose, we will realize that it delivers on the amazing: it highlights the essence of the ordinary woman, but with a great inner essence; so unusual in times of perfect beauty. And, in addition, based on this approach, it generates recall.
Being a purple cow is not easy, which is why being at the forefront and constantly transforming along with our own culture is a process that will make us more strategic. As Godin says: “We are too busy to pay attention to advertising, but we are desperate to find good things that solve our problems”, in which the author is inviting us to that search for novelty to capture the consumer’s attention and position ourselves in their mind.
If designing new products sounds very challenging, Seth gives us a clue and tells us how he classifies the different types of consumers we can rely on when creating a product:
- Innovators: are the idea generators and those who take the initiative to create and dare to try new challenges.
- Early adopters: the first to try a new product, who serve to make its first promotions.
- Early majority: adopt the product faster once it becomes known, accelerating its spread within their social circle.
- Late majority: are the most reluctant to try a product, doing so once most people have acquired it.
- Traditionalists: are more cautious people when making decisions and often end up using the product because they have no other option.
So, if we can convince the innovators and early adopters to try our product or service, will we open the way to success? Yes, but we must respect the evolution of the market and also pay attention to the whole classification, since behind each group there is a far from negligible potential, which will give us insights to get into their minds and their preferences. Everything adds up, and that rule never fails.
Respecting and enjoying the process of getting to know each consumer is something that shapes a brand’s reputation because it shows itself as close and knowledgeable, something everyone wants to achieve. If you want your brand to be successful and purple, by developing a public relations, an advertising or a digital marketing strategy that helps your company grow, contact us. Remember that we face two choices: be invisible or risk greatness, be unique, evolve and be a successful purple cow.
