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July 2011
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September 2011

Who Do You Listen To?

Let's say you've got an idea for a new or better product or service.  Who do you listen to for guidance?  Would you listen to "industry insiders"Sign customer  or  would you spend the time and money seeking the input of consumers?

It's Important Because...

It can make or break your chances in the marketplace.  Our experience tells us to spend the resources and connect with consumers rather than "industry insiders".  Why?  Folks who are already connected within your industry have a bias to what they know; not what the consumer needs/wants.  Industry people often talk "industry speak" that some might perceive as...consumer knowledge.  It's not.  So why do it?  Listening to insiders is easier...and that's why so many young marketers make the error.

New Coke Use Connecting With Consumers

There are dozens of ways to use technology to engage consumers from Twitter Questions to Facebook Surveys.  However, one of the best ways to connect with consumers is to get out there and...ask them.  Framing your questions in such a way that they better understand the what you are asking.  Listen to their story.  Their needs, wants and desires.  Sure this takes more time but, in the end you won't roll out an Edsel or New Coke.  Remember, that's what the industry insiders said consumers...wanted.

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Anonymity Goes Away...At Last

The folks over at the Des Moines Register have had a change of heart.Man Exclaim   Four years ago when I contacted then editor Carolyn Washburn about the vile and disgusting things people write and then hide behind a phony persona she said it was something about "digital natives".  It was silly and I pointed that out, several times, over the years. 

It's true that I don't have the clout of Randi Zukerberg, sister to Facebook's co-founder Mark ZukerbergHere's her take on anonymity and why it must go...  Maybe the folks at Gannett were listening to her.  Maybe it was the linking of anonymity with the words bullying and harassment that got their attention.

Who they listened to really doesn't matter the good thing is that now if you want to write something vile and disgusting you'll need to have your name attached.  Congratulations to my friends at the Des Moines Register.  If you would like to read what they said about the change, here is the original article.

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Looking For Coffee?

Sunday Morning Coffee has moved to a new location...but still has loads of stuff worth reading.  Today:  Eating French at Baru Sixty-Six, What is a "Birthday Month"? - The Iowa Straw Poll - Desmund Adams and Why - Jon Thompson Very Smart Move - And...more.  Grab a cup...right here.

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Thoughts on Television Production

Are you using video to promote your product or service?  If so, it'sVideo Crew  important that the piece you're using is well written, well shot, well edited and well voiced.  And, available not just on the local television station.  Why?  51% of consumers watch video...online

Here are some other thoughts about creating real quality television production/video...and a lesson in cutting costs:

 

Thanks for coming by.  If you would like to leave a comment, feel free to do that here or we can connect on Twitter @MichaelLibbie (personal and business) @InsightADV (business baby...business) or our agency Facebook Page is here.  Have a great weekend! - Michael

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Package Design - Team Effort

Over the years we've created dozens of package designs for variousSpotGone Web  products.  Pictured here is something we named SpotGone! a natural product that eliminates pet spots from lawns.  We did this design three years ago.  

Recently we've started work on five new designs for our client NatraTurf.  I'd love to show you all of them...but some things need to be quiet so they can roll out the products to the lawn and garden industry this fall.

But, we'll give you a peek and an early design...and a little "back story".

Triplicity final aug 1_5-001 When we enter into a design phase it doesn't start out the way we like it...or the way the client likes it.  We create package design based on what the consumer likes.  And, that's the tough part.  It's all based on hours of research into "who" is motivated by a particular niche.  In this case it's organic/natural lawn and garden products...a multi-billion dollar industry.  Our research into buying habits and interviews with consumers helped us create what you see here.  Colorful, simple and, yes, geared toward a female consumer who trend high in the organic/natural market.

Once we get into the consumer mindset it's off to writing and design.  Here an entire team and the client become involved in the creative.  But, at the end of the day...it's all consumer focused.  Not based on guessing...but on knowledge.  And, that's the key.

What motivates your buying decisions?  What packaging really catches your eye?  As always, we're interested in what you've got to say.

Thanks for coming by.  If you want to connect on Facebook...here's that link. Or on Twitter it's @MichaelLibbie (personal and business) or @InsightADV (business baby...all business).

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