Take a product, don’t change it BUT call it ‘New’ …January 7, 2007
… and you can only attract new buyers.
We often blame developers for not being good commercial people. Fact is a lot of marketing people and companies around IT care for them. Indeed some marketing people and companies are good at finding marketing-friendly names to popularize some stuff (ie web2.0).
Now is it good or bad ? As far as the underlying concept is justified that’s not shocking. For web2.0 it is justified as it’s not only a phenomena but also new (or refreshed) technolgies behind…
Marketing is polluting all it can find, from IT to … washing product. Now is it good or bad ? Thing is marketing is likely to bring more money and work as it must convince a consumer to buy some stuff he may (or may not) need, so it’s a good creditable cause.
So today, some lesson.
Take an existing product (washing liquid product), be sure not to change anything to it, but tell around this a new killing stuff, and also try to grab new client : the fashion and ecological consumer for example, you absolutely need that one!
Here we go, I bought one of those liquid 6 months ago, and happened to buy the same lately without even noticing, until I put it next to the old one. Cool, I bought a “Nouvelle Formule” (New formula/ingredient in french). You’ll see you often buy so called new products (new yoghourt, with … fruit pieces in … Incredible!!! I always bought such since years and now they are new!!!).
Ok So I wondered what could have changed in six month because the product was pretty much looking the same. So I had a look at the back.
Here you can find that in the new formula 2-Bromo-2-Nitropropane-1.3-Diol is missing!! Strange… I’m nearly sure there is still 2-Bromo-2-Nitropropane-1.3-Diol in my bottle, I just think that it was either too long and there was not enough place for it or it could frighten potential buyers… “What the fuck is this 2-Bromo-2-Nitropropane-1.3-Diol ??? I won’t buy that!!”.
In the new formula we notice also that the bottle became ecological-friendly by being able to be recycled.
I’m nearly sure this product didn’t change its formula at all and that the 2-Bromo-2-Nitropropane-1.3-Diol is still in. Now question is : why did I choose that bottle in the supermarket ? Victim of the Marketing propaganda ? Here no… I just chose that one cause of its apple perfume… BUT something that is sure is that the product packaged this way can only bring more clients than it did 6 months before. I wonder already what will change in next new formula in 6 months. Will they put back the 2-Bromo-2-Nitropropane-1.3-Diol.
This marketing lesson can of course be applied to popular software selling. Some shareware authors upgrade version without changing any single stuff in their product, then they appear on top of shareware listing sites (tucows, zdnet…), and attract potential new buyers.