SoBe? So…I don’t get it. Can your company pass my 15 second rule?

 I feel compelled to comment on one of the misses of the Superbowl. That expensive, glitzy, funny, SoBe half-time commercial. Remember it? The guys dancing around in boxers and turning into lizards. Makes one want to run out and grab a SoBe? Not really. I still don't know why I should buy SoBe. What makes it better than Naked Juice (that's a plug for John) or just water for gosh sakes. I asked my college students about it.  Reaction: It was hilarious. So funny. Great commercial. So, I ask, "Do you drink SoBe"? A resounding "No, it's terrible". I prod, "Will that commercial make you want to try it again"? Again 100% said "No way". Classic example of a blown opportunity where a myopic marketing department would have been better served explaining what makes SoBe different or great or just why someone would want to try it. Differentiation.

I teach differentiation in Marketing 301 (aka 101). It should be the foundation of ANY company or brand marketing and communication. And it's not a new concept, right? I think classic CPG companies get it. Most others, maybe not so much. Try this: Go to your company's website. Then go to a handful of your competitor's websites. On the homepage, do you see how you are different? Does everyone say the same thing? Can you even find a solid positioning or differentiation on the homepage? And an you figure it out in 12 to 15 seconds? Don't think a customer or prospect will waste time trying to figure it out. If you can say, "Yes, we do this well, you may be in the minority".

I realize how difficult it is to get inside the head of a customer and discover why they buy from your organization or why they buy your product. Clients I work with easily discuss their features and what they think to be benefits. But it's difficult to get their arms around the one unique "Whats in it for me" factor for customers. The WIFM. I helped a client do inexpensive research to figure this out and what clients said was different than what the company thought to be their differentiation.

When you realize the one thing that is relevant with customers, get a great writer to put it in words and communicate it all the time. Be consistent and make sure your customers and prospects know it. Make sure your employees know it. Push back on your web firm or the creative department who would rather make this subtle. Then measure it please. And continually validate that you are delivering.

I'm passionate about this topic and process. Would love to know your thoughts or help if you need it.

Jackie

Posted by Jackie Kuehl at 2/6/2009 8:46 AM
Categories: brand marketing, differentiation, marketing tips, marketing myopia, relevance
 

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