I recently read a couple of classic sci-fi stories: Robert A. Heinlein's Have Spacesuit - Will Travel, and Poul Anderson's Tales of the Flying Mountains.
It was interesting to read "futuristic" novels that were written decades ago. The technical knowledge of both authors is clear, as are their amazing imaginations. Imagine trying to write a realistic account of something that nobody has any practical experience with.
However, one of the things I found most interesting was the gaps. Not in the technical knowledge (it's hardly surprising that some of the authors' guesses about technology would be proven incorrect over time). Actually, it's the gaps in their imaginations that struck me most.
For example, in Have Spacesuit, which is set in a "near future" scenario, Heinlein described computer-controlled spacecraft, yet his protagonist uses a slide rule to do some quick calculations. He imagines (and describes in detail) an alien civilization communicating across enormous distances, yet assumes that humans in the late 20th or early 21st Century would still get most of their information through broadcast TV (and that a colour TV set would be a luxury).
Why would an intelligent, informed, and creative person overlook things like "portable calculation devices" or "something better than TV"? The answer, of course, is "why wouldn't they overlook these?".
When you make a basic assumption like "Computers take up lots of room" or "TV delivers both audio and moving video which is all we need for communication", it's easy to simply move along.
Thinking about it, it's actually easier to visualize big, amazing changes than it is to imagine the little (equally amazing) details.
What's the lesson? Take nothing for granted. Don't assume that even the most basic truths will always be true. Don't think that what exists currently is all that anyone will ever want or need. Little changes can make at least as much impact as the big ones.
Sure, this is all pretty obvious, but we (everybody) constantly overlook all sorts of details in our plans and aspirations. Our imaginations automatically skip over certain "self-evident" truths on their way to figuring out bigger, presumably better, things.
Monday, June 15, 2009
Monday, June 8, 2009
Lowered Expectations
Does it ever strike anyone else just how little we expect from brands, as consumers?
Apple can sell gazillions of computers simply because their key advantage is "They just work".
Read through online product, restaurant, or vacation reviews, and you'll frequently see things like "The service was a bit slow and it took three tries before they gave me the right item, but everyone was friendly and helpful. Three out of four stars."
In an age when competitors, niche alternatives, and other options are so readily available and easily found, it's amazing that we put up with anything that's less than ideal.
Perhaps this is proof of the power of brands -- other benefits (real or perceived) make up for these shortcomings.
Or, maybe we're just more lazy than we care to admit, and can't be bothered to look for those alternatives.
Apple can sell gazillions of computers simply because their key advantage is "They just work".
Read through online product, restaurant, or vacation reviews, and you'll frequently see things like "The service was a bit slow and it took three tries before they gave me the right item, but everyone was friendly and helpful. Three out of four stars."
In an age when competitors, niche alternatives, and other options are so readily available and easily found, it's amazing that we put up with anything that's less than ideal.
Perhaps this is proof of the power of brands -- other benefits (real or perceived) make up for these shortcomings.
Or, maybe we're just more lazy than we care to admit, and can't be bothered to look for those alternatives.
Thursday, June 4, 2009
A Quick Brand Review: Trader Joe's
I recently took a short road trip across the border with some friends and family to (in part) check out Trader Joe's, the specialty grocery chain. I'd never been before, but I've heard good things and one of my friends in particular (you know who you are) has said more than once that she wants to marry Trader Joe...
So, here's my "marketer's perspective" on my first experience with this brand.
Pros:
- They're differentiated. Most supermarkets are 99% identical to one-another. This one at least tries to be something unique.
- The brand isn't heavy-handed, and it's positive rather than negative. It's subtle. Despite the "tropical trader" theme, the place isn't filled with silly plastic palm trees and stuffed monkeys. And the merchandising message seems to be "This is a good choice because..." rather than "If you don't shop here, you're less of a person and should be ashamed of yourself" (which is the message I get from a couple of certain enviro- and health-focused food chains).
- The whole place and its people have a friendly, approachable tone. It works for them. It's not overdone and it seems genuine. It's simply a happy place. No cheesy Muzak playing, no old fluorescent lights buzzing away, no faded signs and drab tile like the office at the beginning of Joe vs. The Volcano. There's always a risk that "friendly" can seem unprofessional, but this shop doesn't overstep the boundary.
- It's consistent. Signage, staff, the flyer, Web site... most (but not all -- see below) elements are nicely aligned.
Cons (or Areas For Improvement):
- The brand isn't entirely firm or clear. Are they environmental? Are they selling "special" products? Are they a value or discount chain? There are elements of all of these, but they aren't universal. Most of their products are pretty standard grocery store items... Some products are actually quite pricey... There's lots of unnecessary packaging....
- The theme isn't always extended to its full capability. For example, where are the special imports or limited availability items that "Joe" has found? Why is the store exterior so boring?
- Maybe I'm too much of marketing guy rather than a typical consumer, but... it feels a bit like they're trying to pull one over on me. For example, they only sell "exclusive products", which really just means "We only sell generic store brands". Similarly, the environmental initiatives seem half-hearted (like big paper bags that are touted as reusable, but fall apart so quickly that you can really only use them once).
Conclusions:
- They're obviously doing something right
- They could take the brand further
- They could spend a bit of time and effort filling in some gaps (like the examples above)
- There's room for more clarity in the brand message(s), and a bit firmer definition of where they stand
- Like any brand, they have a risk of outgrowing their image, but are in a unique position to potentially use this to their advantage... I picture images of "Joe" captaining a big old freighter full of goodies from the most mysterious reaches of the world...
So, here's my "marketer's perspective" on my first experience with this brand.
Pros:
- They're differentiated. Most supermarkets are 99% identical to one-another. This one at least tries to be something unique.
- The brand isn't heavy-handed, and it's positive rather than negative. It's subtle. Despite the "tropical trader" theme, the place isn't filled with silly plastic palm trees and stuffed monkeys. And the merchandising message seems to be "This is a good choice because..." rather than "If you don't shop here, you're less of a person and should be ashamed of yourself" (which is the message I get from a couple of certain enviro- and health-focused food chains).
- The whole place and its people have a friendly, approachable tone. It works for them. It's not overdone and it seems genuine. It's simply a happy place. No cheesy Muzak playing, no old fluorescent lights buzzing away, no faded signs and drab tile like the office at the beginning of Joe vs. The Volcano. There's always a risk that "friendly" can seem unprofessional, but this shop doesn't overstep the boundary.
- It's consistent. Signage, staff, the flyer, Web site... most (but not all -- see below) elements are nicely aligned.
Cons (or Areas For Improvement):
- The brand isn't entirely firm or clear. Are they environmental? Are they selling "special" products? Are they a value or discount chain? There are elements of all of these, but they aren't universal. Most of their products are pretty standard grocery store items... Some products are actually quite pricey... There's lots of unnecessary packaging....
- The theme isn't always extended to its full capability. For example, where are the special imports or limited availability items that "Joe" has found? Why is the store exterior so boring?
- Maybe I'm too much of marketing guy rather than a typical consumer, but... it feels a bit like they're trying to pull one over on me. For example, they only sell "exclusive products", which really just means "We only sell generic store brands". Similarly, the environmental initiatives seem half-hearted (like big paper bags that are touted as reusable, but fall apart so quickly that you can really only use them once).
Conclusions:
- They're obviously doing something right
- They could take the brand further
- They could spend a bit of time and effort filling in some gaps (like the examples above)
- There's room for more clarity in the brand message(s), and a bit firmer definition of where they stand
- Like any brand, they have a risk of outgrowing their image, but are in a unique position to potentially use this to their advantage... I picture images of "Joe" captaining a big old freighter full of goodies from the most mysterious reaches of the world...
Monday, June 1, 2009
Downsell Me
Another one of those little things that can make the difference between a brand (or salesperson) I want to deal with and one I don't:
I love it when an employee (or even an ad or other communications) openly tells me what I don't need from them.
Last summer, we replaced the gutters on our house. We have a leaf-spewing willow in the yard and were concerned that it would clog the new downspouts. We gave the gutter guy the perfect opportunity to tell us "Oh yeah, you need a special custom-made gutter, plus a special screen to go over it, and some blockage-clearing doors, and..." Instead, he basically said "Most of that stuff is unnecessary in most cases. There's no reason to sell you any more than a basic screen installed on the worst parts of the roof." His honesty got him the sale. And we've made it through a pretty heavy Fall, Winter, and Spring without any problems whatsoever, so it looks like he was right.
I think this is a sign of an essential difference between the "sales" and "marketing" mindsets. "Sales" can be very short-term focused -- "How much can I sell to this customer right now". "Marketing" tends to be longer-term and bigger-picture "What will help get the customer to gladly say 'Yes' to the sale AND will likely get them to refer me to their friends?"
But even ignoring the long-term benefits: In the above example, another roofing company DIDN'T get my business; largely because they tried too much upselling. Although most of the extras they proposed were optional, the overall impression was still "These guys are trying to sell me everything they can, rather than what I really need".
I love it when an employee (or even an ad or other communications) openly tells me what I don't need from them.
Last summer, we replaced the gutters on our house. We have a leaf-spewing willow in the yard and were concerned that it would clog the new downspouts. We gave the gutter guy the perfect opportunity to tell us "Oh yeah, you need a special custom-made gutter, plus a special screen to go over it, and some blockage-clearing doors, and..." Instead, he basically said "Most of that stuff is unnecessary in most cases. There's no reason to sell you any more than a basic screen installed on the worst parts of the roof." His honesty got him the sale. And we've made it through a pretty heavy Fall, Winter, and Spring without any problems whatsoever, so it looks like he was right.
I think this is a sign of an essential difference between the "sales" and "marketing" mindsets. "Sales" can be very short-term focused -- "How much can I sell to this customer right now". "Marketing" tends to be longer-term and bigger-picture "What will help get the customer to gladly say 'Yes' to the sale AND will likely get them to refer me to their friends?"
But even ignoring the long-term benefits: In the above example, another roofing company DIDN'T get my business; largely because they tried too much upselling. Although most of the extras they proposed were optional, the overall impression was still "These guys are trying to sell me everything they can, rather than what I really need".
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