Cleaning off my desk this morning, I came across a Campaign Spotlight from a couple weeks ago (it was in the April 5 New York Times). It focused on a product we’re all familiar with: Elmer’s Glue. It’s a great day to be Elmer’s, since so many folks are trying to repair instead of replace.
Anyway… the writer used this quote to describe one mindset created by the recent recession: “Use it up, wear it out, make it do or do without.”
Implications: Sometimes, the simple things matter most. It’s a good time to reflect on these kind of questions…
Do you have a service department? Is it getting its fair share of your marketing effort?
Is your product durable? Can that durability be proven, and is it being touted as an important attribute?
Beyond its “primary purpose,” does your product or service satisfy any secondary needs? (People are used to multi-tasking, and appreciate products that serve more than one function, too.)
Sometimes, the simple things are the easiest to overlook. If people are trying to re-use, re-fill, retain and re-purpose many of the products they own. Is that causing your company sales problems.. or service opportunities? Helping folks get more value from the products or services you offer is one way of making sure they come back.
Mike Anderson
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