A couple weeks ago my girlfriend sent me a video of a new type of laundry detergent (definitely not a subtle hint).
Like most ads I see anywhere, I don’t remember their name.
But what I do remember and I’ve thought about every time I‘ve washed my clothes since - is this…
Apparently conventional liquid detergent brands are ripping me off.
Instead of the 80 loads advertised on the bottle, if I use the cap to measure it out I’ll only get 50 loads.
News to me.
And now I can’t stop thinking about it every time I do the laundry.
You know that crazy stat - on average it takes ~7 exposures with a brand before people consider buying from them?
Well these people are well on their way to getting a customer here.
And they’ve got me thinking about their product at the exact moment when they’re relevant.
The idea of focusing on the problem is an essential tenet of category marketing.
It’s how you stand out as a product without big buck marketing budgets.
Apparently conventional liquid detergent brands are ripping me off.
Instead of the 80 loads advertised on the bottle, if I use the cap to measure it out I’ll only get 50 loads.
News to me.
And now I can’t stop thinking about it every time I do the laundry.
You know that crazy stat - on average it takes ~7 exposures with a brand before people consider buying from them?
Well these people are well on their way to getting a customer here.
And they’ve got me thinking about their product at the exact moment when they’re relevant.
The idea of focusing on the problem is an essential tenet of category marketing.
It’s how you stand out as a product without big buck marketing budgets.
If you’re going to do awareness marketing for your product do it in a way that will get you conversions.
Evangelise a problem, not your product.
If you’re the first to enlighten someone about a new problem they’ll remember you forever.
Category marketing done well.
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