Explain to your customers all the ways how they can use your product


When a product is new, and often when it isn't, individuals need a certain amount of help in working out how you can use it.

This goes beyond including an instruction manual - occasionally there are circumstances in which the product might be used differently from the way it has been used in the past. For instance, Heinz Salad Cream is now promoted as a recipe ingredient, as well as for its original use as a salad dressing.

Showing the product in use is one thing - showing it in the use context is another, and occasionally people need to be given a entire new concept for an activity involving your product.

During Britains's post-war boom of the 1950s and 1960s, Rowntree's chocolate manufacturing business had been looking for a brand new way to shift chocolate. They came up with the idea for a chocolate-covered after-dinner mint.

The only issue was that individuals had been not (at that time) in the habit of giving dinner parties at home. Socializing usually took location outside the home, in pubs or coffee bars, instead of more than a home-cooked meal.

Rowntree's therefore had to show people how to have a dinner party. The early advertisements for After Eight mints showed people enjoying a dinner together, with the hostess bringing food out from the kitchen and also the guests complimenting her on the meal.

The concept of an after-dinner chocolate did not exist prior to Following Eights, and in reality for many people the concept of having a dinner party did not exist, either.

For Rowntree's, the combination of creating a entire new way of eating chocolate and also of encouraging a new group of individuals to have dinner parties meant having an entire market to themselves.

No 1960s dinner party was considered to be total unless Following Eights were offered, and indeed numerous guests would bring them along as a gift in order to ensure that they would be on offer.

Consider both the occasion and the product use. Don't be afraid to innovate - just because nobody else has done it does not imply that it is a poor idea. Get the concept across clearly in your advertising - show people how it is done. Show individuals - don't just tell them.

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This article was sent to us by: Leah Rogers at 01202011

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