Small Business Marketing: Learning From Others
Dr. Pepper has just kicked off a new marketing campaign for its latest soft drink creation targeted to men only – Dr. Pepper Ten.
Ignoring the soft drink itself which will ultimately come down to the tastes of consumers, this marketing campaign is amazing on several levels.
It hits at the heart of soft drink consumers (their target market), it offers a new alternative, and it creates controversy – which in turns create media and interest (what marketing is really all about).
Why would this matter to a small business like yours as Dr. Pepper is a big company with large brand awareness, huge market share, and an almost unlimited marketing budget.
Because it is always good, as a small business owner, to keep your eyes open to what others are doing – to see what you can use to grow your business. People go to college to learn new concepts developed by others, so why can't you and your business simply learn by watching and learning from others.
Dr. Pepper's basic marketing concept behind the new drink is that it is for; "Men Only" and as thus allows Dr. Pepper to really shake up the industry.
Here are three (3) marketing concepts that they really hit the mark with:
1) Make It An Experience:
Diet soft drinks always get a bad wrap. People (especially soft drink consumers) want to indulge. But, diet drinks, just by their nature, go against that demand. It is not just the "different" taste of diet drinks but their persona.
With half the population being male and assuming that half of their customers are therefore male, the persona of a diet drink just does not scream manliness.
Dr. Pepper Ten looks to find a middle ground here (at least with their marketing) – something that their consumers, who want the full soft drink experience but either have to or want to watch their waist line, can get behind.
The product offers the benefits of a diet drink (with only 10 calories) but the marketing behind the product (‘No Women Allowed') is trying to make it an experience – a manly experience.
Now, men can drink a diet drink that is not totally diet and does not make them look girly.
Also, not only will it get men to buy but will entice women as well. The men's underwear industry has done this for years. They don't target men with their packaging or marketing – they target women (wives and mothers) who do most of the men's underwear purchasing.
Thus, think about how many women (wives, mothers and girlfriends) will purchase these "man" drinks for their men. To let their men know they are thinking about and doing something special for them. Now that is an experience.
Not to mention those women, with unease over their husband's, boyfriend's, or son's health or weight, who will buy this product out of concern or love – knowing that they will not shy away from drinking it as this is a ‘man's' drink.
2) Trigger Consumer Curiosity:
Tell someone that a product is just for them and they will want to try it. If it delivers, you have won a new customer, if it doesn't, well at least your marketing worked - getting them to try it in the first place.
Or, tell someone not to do something and that is all they can think about doing. Tell someone that this product is not for you, and you will want it more.
Tell men it is for them and not for women sparks the curiosity (and a reason to buy) from both groups.
3) Make It Exclusive:
It's a man's drink (at least that is what the marketing makes it) and as such has a strong chance of drawing in a lot of men (who normally don't purchase diet drinks).
Further, it makes men feel a sense of superiority and who doesn't want to feel special.
Feeling special, having something created or marketed just for you, usually translates into more sales and builds a loyalty – a connection. Example, "this company really understands me!"
And, since that is the goal here, Dr. Pepper may just have a real winner. A winner in their product? Only time will tell. But, definitely a winner in their marketing.
Marketing is an ongoing process. What might work for your business today can and usually will be a flop tomorrow.
Consumer tastes change. New developments emerge. Or, customers just get bored and move on.
Many marketing gurus will tell you to find a successful person and use them as a mentor. While that is great advice, you don't have to limit yourself to just one successful person.
There is no harm in watching what others are doing to see what might work for your business – especially if you are all targeting the same consumers. Thus, see what works and duplicate it. If something they do doesn't work, you can either find a way to improve on it for your own business or scrap it.
Marketing is creating interest and awareness in a business or a product. Thus, to make your small business standout you have to get creative. So, instead of racking your brain for you own innovation (or paying a lot for someone else to do it), get creative by mimicking the success of the others that have gone before you.
Ignoring the soft drink itself which will ultimately come down to the tastes of consumers, this marketing campaign is amazing on several levels.
It hits at the heart of soft drink consumers (their target market), it offers a new alternative, and it creates controversy – which in turns create media and interest (what marketing is really all about).
Why would this matter to a small business like yours as Dr. Pepper is a big company with large brand awareness, huge market share, and an almost unlimited marketing budget.
Because it is always good, as a small business owner, to keep your eyes open to what others are doing – to see what you can use to grow your business. People go to college to learn new concepts developed by others, so why can't you and your business simply learn by watching and learning from others.
Dr. Pepper's basic marketing concept behind the new drink is that it is for; "Men Only" and as thus allows Dr. Pepper to really shake up the industry.
Here are three (3) marketing concepts that they really hit the mark with:
1) Make It An Experience:
Diet soft drinks always get a bad wrap. People (especially soft drink consumers) want to indulge. But, diet drinks, just by their nature, go against that demand. It is not just the "different" taste of diet drinks but their persona.
With half the population being male and assuming that half of their customers are therefore male, the persona of a diet drink just does not scream manliness.
Dr. Pepper Ten looks to find a middle ground here (at least with their marketing) – something that their consumers, who want the full soft drink experience but either have to or want to watch their waist line, can get behind.
The product offers the benefits of a diet drink (with only 10 calories) but the marketing behind the product (‘No Women Allowed') is trying to make it an experience – a manly experience.
Now, men can drink a diet drink that is not totally diet and does not make them look girly.
Also, not only will it get men to buy but will entice women as well. The men's underwear industry has done this for years. They don't target men with their packaging or marketing – they target women (wives and mothers) who do most of the men's underwear purchasing.
Thus, think about how many women (wives, mothers and girlfriends) will purchase these "man" drinks for their men. To let their men know they are thinking about and doing something special for them. Now that is an experience.
Not to mention those women, with unease over their husband's, boyfriend's, or son's health or weight, who will buy this product out of concern or love – knowing that they will not shy away from drinking it as this is a ‘man's' drink.
2) Trigger Consumer Curiosity:
Tell someone that a product is just for them and they will want to try it. If it delivers, you have won a new customer, if it doesn't, well at least your marketing worked - getting them to try it in the first place.
Or, tell someone not to do something and that is all they can think about doing. Tell someone that this product is not for you, and you will want it more.
Tell men it is for them and not for women sparks the curiosity (and a reason to buy) from both groups.
3) Make It Exclusive:
It's a man's drink (at least that is what the marketing makes it) and as such has a strong chance of drawing in a lot of men (who normally don't purchase diet drinks).
Further, it makes men feel a sense of superiority and who doesn't want to feel special.
Feeling special, having something created or marketed just for you, usually translates into more sales and builds a loyalty – a connection. Example, "this company really understands me!"
And, since that is the goal here, Dr. Pepper may just have a real winner. A winner in their product? Only time will tell. But, definitely a winner in their marketing.
Marketing is an ongoing process. What might work for your business today can and usually will be a flop tomorrow.
Consumer tastes change. New developments emerge. Or, customers just get bored and move on.
Many marketing gurus will tell you to find a successful person and use them as a mentor. While that is great advice, you don't have to limit yourself to just one successful person.
There is no harm in watching what others are doing to see what might work for your business – especially if you are all targeting the same consumers. Thus, see what works and duplicate it. If something they do doesn't work, you can either find a way to improve on it for your own business or scrap it.
Marketing is creating interest and awareness in a business or a product. Thus, to make your small business standout you have to get creative. So, instead of racking your brain for you own innovation (or paying a lot for someone else to do it), get creative by mimicking the success of the others that have gone before you.