GETTING THERE FIRST
Being first on the market carries a lot of halo credit. It can be so powerful that the whole product category gets named after you. Think of Hoover, Xerox - they've become verbs. Company lawyers hate it when you do this, but they're foolish. This puts an advertisement for your brand into the vernacular and top of the consumer's mind.
There are Australian examples of this too - did you have your Weeties this morning? And Victa mowers even made it into the Olympics!
It all comes down to a simple psychological fact. Your brain has a limited capacity - you forget much more than you ever learn (just think of all the ads you saw on TV last night - how many can you remember?). The stuff that sticks is information that already has an anchor cemented to the wall of your skull. Weeties have been there since your grandad was in nappies, iPods are in every teenager's jeans. It's on these foundations that you can build a marketing campaign.
Did you see any Macintosh ads this year? Probably not. But thanks to our collective awareness of the little music boxes, their computer sales have soared. So take a good look at your product range. Which one of them carries a halo?
Ray Beatty runs MarketingSolutions, a consultancy advising companies on how to turn around their unsuccessful advertising campaigns.
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