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Idea in Brief: attract customers with a marketing strategy based on “being real”

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The idea

My wife brought back tomatoes from the supermarket the other day and they were labeled “Real taste”. Although once may not even notice the label, I was really puzzled to read such a “slogan”. Are there tomatoes with a “false taste” out there? No, there are only Dutch tomatoes with NO taste one would answer.

Isn’t it odd, I wondered, to label something as being “real”; what had marketers in mind when they invented  this label?

My interpretation is that the marketers wanted to trigger this “Nostalgia” levier we all have in us, especially when talking about products like tomatoes. The latter have indeed become so industrialized and standardized that they are just about to become tasteless. When reading “Rel taste” the consumer triggers his/her memory in search of sensations and emotions that are long gone lost. The problem is that by doing so the consumer also forms expectations and that they’ll have to be met if you want to satisfy the consumer.

In the present case I must say the tomatoes were pretty much as tasteless as usual; this was especially true for me because I was back from holidays in Italy where pomodori (tomatoes in Italian) really have taste.

 

Advice for your marketing strategy

Have you ever thought about how your industry has evolved in the past 20-30 years and whether consumers miss something? In other words, was the offer more compelling under certain aspects so many years ago?

If this is the case, what can you do about it? Can you include in your marketing strategy some features indicating that your are taking care about this?

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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