By LINDA TAANQUIST
Gartnertidende, May 2004
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INNOVATION IN MARKETING
The winds of change are blowing throughout the marketing sector.
Story telling is out. Branding is outdated. We shall “go back to
basics” everything must work without catchy words, complicated
storylines, and feelings. This is the latest statement from the
trend spotters.
And from where does it originate? Well, like many other trends
branding has become fashionable - like flared jeans which we never
thought we would wear again in our lifetime. But when you have lived
long enough on this planet, you experience that trends continually
change. Just as we begin to feel accustomed to a fashion, it changes
and so we are forced to rethink our earlier concepts of fashion. Now
that we have got used to fresh air swirling around our ankles it
won’t be long before we are wearing tight-fitting leggings again.
The same has happened to branding and story telling. These features
have simply fallen victim to their own success and today everything
should be branded. This not only applies to companies and their
products but also to individuals, associations, local authorities
and even the local grocer.
When I buy a litre of milk the carton introduces me to an individual
diary worker named Ann Williams, who is married to Andy, has 3
children and goes to gymnastics. Frankly, I do not need to know this.
Buying milk is not an emotional experience and when I – as a
consumer – buy milk I’m fed up with personification and staging of
such an everyday consumer product like milk. Likewise I do not feel
like reading a 12-page inspiration catalogue when buying a new
cheese cutter.
Branding and story telling is a method to distinguish your products
from your competitors by activating the consumers’ feelings.
Unfortunately, when everybody uses the same method, even according
to the same recipe, it becomes ineffective.
But just take it easy. Trends may have become too “popular” for
their own good, but this does not mean that they are of no value. As
I have always said about marketing – use your common sense!
For what is branding really? There is no unambiguous definition and
if someone tries to tell you that there is then hurry along as you
have probably met one of the self-appointed branding gurus who has
earned much money by writing books and giving talks on branding.
Some typical definitions of branding are:
- to apply a higher value to the product
- to create a difference
- to establish preference at the customer
- to create identity / personality
- to stage the product
- to instil customer loyalty
- to rubber-stamp quality
Branding consists of a number of disciplines that have been used
within marketing for years.
If we regard branding as a tool for creating preference – meaning
that the customers prefer your brand to those of your competitors –
I dare say that the brands of the Danish nurseries are almost
invisible. I do not know any consumer who says ”I only buy flowers
from Grower Green” or “I will just nip down to Pentland Plants to
buy my new plant”.
I know that most nurseries regard the sales outlets as their
customers and therefore they do not pay enough attention to the
final consumers and that is a pity. If the nurseries were able to
establish preference amongst the consumers then the demand for their
products would surely rise. I’m still waiting for a visionary
nursery to realize this potential.
If we regard branding as differentiation from others a number of
Danish nurseries have got the point. They are very good at marketing
and - as a marketeer – I’m very pleased by this.
However, many don’t succeed in marketing their products. The trick
is to find out what your competitors/colleagues are doing and then
do something new and different. But here is where it fails!
When all Danish nurseries suddenly think: “We will also be a brand”
they are all doing the same and just following the crowd. It seems
as if branding has become a goal in itself, which is wrong – it is a
means to increase sales.
Which elements are the most effective - when disregarding price and
quality (which naturally must be acceptable)? Well, thorough and
consistent marketing is still effective and it will always be no
matter if it is called branding or not. Beautiful and well-designed
packing, presenting the product in the best possible way is a sure
winner, too. The same applies to inspiration catalogues, posters
etc. Show me what plants can do for my home!
Contrary to cartons of milk and cheese cutters, flowers are impulse
purchases – small luxuries in a busy working day. You must always
stimulate my feelings and you may tell me stories. But there must be
a meaning behind the stories. As a consumer in a world filled with
advertisements, I have become so clever that I can see through a
fabricated story. You shall not try to deceive me or talk down to me
and you cannot convince me that a “Kinder Milk Slice” is healthy.
But still I like to be tempted and inspired when I’m shopping.
If you will sell something to me you must appeal me. Looking at much
of the existing packaging I wonder to whom it is supposed to appeal
– anyhow, it does not appeal to me. It is a pity, as it is not any
more expensive to produce a beautiful sleeve than a dull sleeve.
Typically the process starts with a lot of good intentions for
making some fantastic and different packaging but during the process
the managers are cautioning against it. At the same time many
different opinions have to be considered and after a number of
compromises made it ends in mediocrity.
For who decides if a sleeve is beautiful? Often male growers are
trying to guess what female consumers find attractive – and with the
greatest of respect, they are not always completely successful. Why
don’t you just ask me? In other branches of retailing and
wholesaling it is quite common to make consumer surveys to avoid the
guesswork before launching new packaging.
However, there is no tradition for considering target groups in the
nursery trade. Consequently, the same packing and marketing
materials are used for the young and old alike. Most people know the
excellent marketing analysis called DUF (the young consumer) made by
Flora-Dania Marketing but honestly how many use this analysis for
targeted marketing aimed at young people?
An important potential is in splitting up the customers into
segments, analysing their requirements and differentiating the
marketing – the segments could be age, address, wholesaler/retailer
etc.
Lots of possibilities can be utilized – the main requirement of
innovative marketing is courage, however some nurseries may not feel
competent enough to deal with such matters. Fortunately, you can use
your supplier as your sparring partner. I know of at least one
supplier who would be very delighted to assist you. ElmerPrint has a
wealth of experience and qualifications both with regard to
innovative thinking and market-oriented packing tests.
Remeber that you are to market the best product in the world, so
take the plunge!
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