I went out of my comfort zone and purchased a hair product that I don’t usually purchase, all because I had a coupon. Women around the world, I'm sure, can appreciate the trepidation in moving out of the box in the hair care department, but also understand the temptation of saving $1.50. While I was using said hair product, I read the directions on the back. On the back of the product I noticed it had a topic that interested me.
“Need to make some room in your closet? Purchase Herbal Essence Conditioner and Find out”.
I immediately picked up the conditioner to find out the answer. As I was reading the answer, I thought how genius this marketing tactic was and how far you could really go with it.
First of all, if I hadn't purchased the mate as well, it would have bugged me until I found out the answer. So there was immediate product recognition and a potential sales increase because I would have went out to buy the conditioner if I didn’t have it already. Also, I'm very tempted to purchase a different type of the same brand, to investigate other tips.
I also thought, you could really take this strategy to a whole new level, as there are many things that you purchase in groups. And you can push your brand above others, with this type of connection.
For example, around 4th of July it would work for hot dogs, hot dog rolls, and ketchup. What an added twist to partner and add a trivia question and answer to the different brands to encourage people to purchase your brand above others. Once they have it in hand at the store, I would imagine that its pretty tempting to throw your product in the shopping cart, especially if they are in the market for it anyway. You could even extend the promotion to relish, pickles, plates, napkins, tablecloths – all of a consumers picnic needs.
This strategy could work with a variety of different items: brand specific pants and shirts, pre-bagged lettuce and salad dressing, crayons and coloring books, dog leashes and collars, hammer and nails, fishing line and hooks, the list is extensive and really could hit any product.
Good job Herbal Essence. Smart use of your packaging to potentially increase sales and extend product recognition.
