The potential and kinetic value of ideas.

Brewing up a customer for life.

The applications to marketing and market research are obvious.  If you are intrigued by this sort of thing I’d encourage you to read the book. Enjoy!

There seemed to be an overall feeling of optimism about 2010 that maybe wasn’t there at the beginning of 2009.  A good indicator of things to come for the animal health industry?  Time will tell, but things are looking good from where I’m sitting.

Looking at their Web site and feeling like I had little to lose with the $5 price tag I went ahead and bought one.  If nothing else it might have turned out to be a good gag gift.

The colorful piece of … thin plastic arrived today.  You thought I was going to say something else, right?  Anyway, amazing as it may  seem this thing actually works.  I’ve got my phone right next to the computer and no buzzing.  The company’s Web site doesn’t seem to be saying how this miracle of technology is possible.  Maybe a thin piece of PVC with a shiny graphic is all that’s required.  I don’t know, but I’m  sold.

If anyone has a theory on why this works I’d love to hear it.

Aside from what was a great burger and a very generous serving of fries, I need to share my service experience.  Like a lot of counter-style places you get a number and they call it when your food is ready.  Good old #48.  A bit later I happened to notice #47 and #49 get called at the same time.  No big deal, but then (only about 3 minutes later) they had gotten to #54 and still no delicious burger and fries for me.

I asked if it was coming up soon and they asked to see my ticket.  Now I think it’s important for those who know me to also know that I really asked the nice gentleman with zero irritation and a smile on my face.

Within one minute I was called back to the register where it was explained to me that they had lost my order, I would have it soon and they would be providing a full refund.  I had my food before my $10 was even back in my pocket.

Wow. That’s service.  No excuses, no hassles.  Just sorry it happened, thanks for your patience and here’s your food and money.

Service organizations take note.  This transaction cost Five Guys $10 bucks and some food.  However for me and the 5 co-workers I was with (and now anyone who reads this blog), the goodwill created and positive word of mouth will be hugely positive.  Think about that the next time your drive thru worker throws my food at me and makes me beg for ketchup!  I’ll share those experiences too.

Whether that desired “action” is being willing to listen to a sales pitch or to simply sticking with the current brand in the face of new competition, the ability of a concept to motivate is really the key.  It is good to know if someone “likes/dislikes” a concept, it is MUCH more important to know that it will motivate the desired behavior.

When it comes down to it, as strategic marketing professionals we – and our clients alike – know what looks like a good idea.  We develop good, appropriate ideas and generally can make good picks.  Ultimately though, what motivates someone is a subjective, emotional process.  Doing the due diligence of testing ideas with target audiences helps identify that “X factor” that really becomes the essence of a successful campaign.

“The Wisdom of Crowds: Why the Many are Smarter than the Few and How Collective Wisdom Shapes Business, Economies and Nations” by James Surowiecki.

Here’s part of an overview from Google books … “In this endlessly fascinating book, New Yorker columnist James Surowiecki explores a deceptively simple idea that has profound implications: large groups of people are smarter than an elite few, no matter how brilliant—better at solving problems, fostering innovation, coming to wise decisions, even predicting the future.”

Sounds like a ringing endorsement for the value market research to me.  I’ll be sure to let you know what I think when I’m done.

In this particular show, scientists were talking about something referred to as “electronic fog.”  Caused by solar winds it essentially scrambles airplane instrumentation.  Otherwise smart, capable and experienced pilots can end up confused and lost.  Ultimately some run out of gas and crash into the Atlantic.   It got me thinking about market research … go figure.

As smart, capable and experienced marketing people, we too can lose our way and make less-than-ideal decisions.  Our own version of “electronic fog” comes in the form of prior experience, misconceptions and deeply held beliefs.   We may be so sure we know where we are going that we might think it’s not necessary to check to see if the terrain has changed.

The needs of our markets are constantly shifting.  There’s always that “X factor” that can’t necessarily be anticipated.  The best way avoid pitfalls and ensure that precious marketing resources are being allocated correctly is  to actually ask our target markets.

At LRG we’ve been doing a lot of concept testing studies lately.  This  suggests to me that many marketing managers are recognizing the need actually see what the market thinks before picking and implementing the theme of their entire communications campaign.

Let’s face it, there’s a fair amount of risk involved with spending those marketing dollars right now.  Our managers and executives actually want to know what they got for the money … go figure (again)!

Done correctly, market research can provide us all with a nice warm “security blanket” of objective rationale for what we’re about to do.  At the end of the day, I’d much rather be able to say we picked that ad because “57% of our target market indicated it would motivate them to want to know more” versus “we looked at five concepts and we all liked #5.”

My review …  no definitely not as good as they maybe could be, but not a total disappointment either.  They are a bit big  (about the size of a full-sized marshmallow); that size results in a fairly large unflavored center.

I wonder, could Giant Cheetos simply be a cleaver ploy to re-ignite interest a waning brand?  If so, kudos!  I can attest to the fact that their ad campaign sent me searching – and I did buy the regular kind while looking for the Giant ones.