By Bernard Kelvin CLIVE
“In a world where products and services are becoming more and more commoditized, customer experience is the only true differentiator.” – Annette Franz
Today, I want to discuss a theme I call cravings, customers, and costs.
Something quite interesting happened sometime back when I was with the kids. There was an ad on TV about a special type of cookie or biscuit. I’ll withhold the brand name for now.
Cravings Ignited by Ads
The way the ad was presented, the cookies seemed very tasty and crunchy. Naturally, the kids wanted some, as they saw other kids enjoying them in the ad. Eventually, I had to get them some. They loved the cookies so much that it turned into occasional cravings.
What caught my attention even more was when they saw their cousins and other friends also enjoying the same cookies. This made them ask for the cookies even more frequently. Interestingly, I had never tasted them myself.
One day, I was visiting a friend in a different neighborhood and thought, “Why not surprise the kids with some of these cookies?” Meanwhile, I decided to try some myself to see if they were as tasty as the ads made them seem, or if the kids’ excitement was justified.
I went to the first shop nearby and mentioned the brand name to the shopkeeper. There was a customer next to me who overheard the conversation. She smiled and said, “If you’re looking for that brand, you won’t find it here.” The shopkeeper confirmed, saying they didn’t have it in stock.
That was the first thing that caught my attention—the customer knew exactly which biscuit I was referring to and was aware that it wasn’t available at that store. I found it intriguing. I continued to check a few other shops nearby, and every time I mentioned the brand, people would smile and say, “No, we don’t have those here.”
Familiar but not Affordable
The second thing I noticed was that although they knew about the cookies—they were familiar with the brand and its taste—they didn’t sell them in that area. I found this curious. Later, I discovered that the cookies were quite pricey, and the people in that neighborhood weren’t willing to pay that kind of money for them.
Even though the cookies were tasty and nice, and some may have tried them from their friends at school, the shopkeepers knew that if they stocked that product in that area, it wouldn’t sell. I went to about three or four shops, and all of them acknowledged the same thing: they knew the cookies, but they didn’t carry them because they believed the kids in the area wouldn’t be able to afford them, or they’d simply find them too expensive.
Instead, these shops chose to stock more affordable, lower-end products that their customers could buy regularly. This decision helped sustain their business and brand. Rather than bringing in high-end, expensive cookies that might sit on the shelves for too long, they preferred to offer products that were within the budget of their local customers.
They left the more expensive cookies to certain supermarkets or shops where people could afford them. This experience taught me the importance of understanding your customers in business and knowing your clientele, your locality, and designing your offerings around that can significantly contribute to the growth of your brand and business.
That’s a very important lesson to learn. Though I wanted to satisfy my cravings and those of the kids, the place, time, and location weren’t suitable for getting what I wanted. I had to either walk a long distance or drive to a place where I could find that brand.
Targeted audience or Tried Audience?
For brands and businesses, the key thing is that we need to understand our target market. We must clearly know who our products are for, the promotional channels that will effectively reach them, and ensure that our message and product reach the right audience. This also includes knowing where to sell.
For high-end brands, such as this cookie, it’s important to choose the right outlets or channels for promotion. If ads are run in areas where people can’t afford the product, they might admire the design, but they won’t make a purchase.
All of these factors should inform the choice of outlets—both physical and digital—for promoting products and services. It’s good to make sure that people can access them when they want them. This experience reveals some notable lessons about brands, products, and market targeting.
The ad we saw on TV was very appealing, and over time, it created a craving. The more you see something, the more you think about it and desire it. Initially, you might want to brush it off, but the excitement in the ad, showing kids and parents enjoying the cookies together, makes you curious. You start wondering, “What’s so special about it? Let me try it.” If your experience meets your expectations, then the ad has done its job.
3 Key Things to Remember
In conclusion, as brands, marketers, and businesses, we need to focus on three key elements in product marketing and outreach to clients and customers:
- Choose the right channels, whether digital or traditional.
- Identify the community and target audience we want to reach.
- Craft the message to effectively connect with the right people.
When it comes to marketing, it’s essential to know which products are suited to which localities and audiences, and when and how to present them. When we factor all these elements into our ad campaigns and product marketing strategies, we can ensure the message resonates, to meet both the cravings and desires of our customers.
It’s also relevant to identify the right customers. When we align these three factors—channels, audience, and message—we can push our brands a little further.
Most importantly, as I often emphasize, we must seek feedback. Feedback provides insights for brands to reflect and improve. For instance, if this particular brand of cookie knows that its product is well-known but not affordable to its target audience, they have to decide: Do they maintain the status quo, or do they consider developing a more affordable version to reach a wider audience?
You see, if offering a lower-priced alternative, could increase market share and profitability, why not go for it? Competing at a lower price point doesn’t necessarily mean lower profits; it could mean attracting a larger customer base.
These are important considerations. Listening to feedback and adapting accordingly can help brands grow. If a product is popular but not affordable to the average person, perhaps it’s time to rethink the approach.
I hope this article has been helpful. Let me know your thoughts! If you’re interested in my branding books, head over to amazon.com/author/bernardkelvin) or just Google Bernard Kelvin Clive to find all my works.
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Bernard is a leading authority on personal branding and digital book publishing in Africa. With over a decade of experience in digital publishing, he has been a trusted consultant for entrepreneurs, pastors, and individuals looking to build their brands and write their books.
To learn more about Bernard and his work, visit www.BKC.name. WhatsApp: +233244961121
