This year I’ve watched a few companies launch refresh initiates. To get customers thinking about your business again lets take a look at two techniques you could employ.
- Change what your businesses is doing and highlight it.
- Change the way consumers think of your business without changing anything.
The first has been used very successfully by Domino’s this year. They’ve managed to double profits in one quarter. They revamped all of their recipes and then came out with their “Domino’s Pizza Turnaround” ad push to get people to retry their pizza. They used social media to spread the word and with over 3 million views on their video’s it’s been very successful.
Or don’t change, it’s cheaper!
On the flip side there are a couple of companies trying to put a new spin on their brand without actually changing anything. It’s pretty brilliant if you ask me. The first company to do this (that I noticed) was Post with Shreddies. Just look at their billboard
The put a new perspective on their cereal and refreshed their brand. This campaign has the added benefit of being very simple but causing people’s brains to pause just a second longer to understand what they’re seeing.
The second example is Cottonelle with their “Great Debate” campaign. To get people to take a second look at their toilette paper they started a over/under debate. That is, which is better, toilette paper that rolls over or under.
Image credit: http://moninavelarde.com/blog/2010/01/over-or-under/
With thousands of votes Cottonelle has promised to come out with a new “over only” toilette paper. This is the same thing as the Shreddies, it makes your brain skip a beat to realize how ridiculous the idea is. That makes it memorable.
Whether or not your product needs fixing it might be time for a fresh look
Changing a customer’s perspective on what your business is and what you do could be just the thing you need. Dominos admitted a problem with their product and then fully revamped their pizzas and invited customers to come back and give them a chance. Cottonelle and Post decided that while they didn’t have any problems with their product they could offer customers a fresh perspective.
How do you think your business could benefit from from a fresh perspective?
About the Author: Dan Garfield
Dan is the Online Marketing Manager for OrangeSoda. He comes from a background of SEO originally fulfilling for OrangeSoda's largest advertisers. He's beat Super Mario Bros 3 without using the warp whistles.
A transplant from Denver, Dan now lives in Provo with his wife and son.
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