P&G's CMO lifts a page from Zig Ziglar's sales 101 course on building relationships - people buy things if they like you. Why don't more of P&G's ads get you to like them? Because the ads are long on features functions and benefits wrapped in engaging creativity - and very short on Selling Dimensions ® and Product Potentials ® - Special User Effects ® - that give a product or brand real personality and character. Anticipation is not a feature or a benefit, but it is a hidden selling dimension unlocked by Calle & Company that led to Heinz's famous "Anticipation" ads with Leo Burnett - a strategy later lifted by Jeff Goodby to author, "Got Milk?" Ya gotta love those hidden Selling Dimensions ® and Special User Effects ® ! All by products of Calle & Company's proprietary Abstract Creativity ® and Multi - Dimensional Creativity ® Systems of Invention that increase a mature product or brand's Viability Envelop ®.
What do Folgers, Pampers, Tylenol, Coca-Cola and many other products all have in common?
Me! I perform extreme product makeovers for global marketing leaders: the world's top C-suite and line management teams dealing in products and categories with flat, stagnant or declining sales, delisted or new products and line extensions.
When's the time to perform an EXTREME PRODUCT MAKEOVER? Whenever someone notices product or category sales are slipping.
Course graduates Folgers, Pampers and Tylenol became "billion dollar" (US sales) CPG product lines. (Single lines that sell $1+ billion not brands of many lines). Others followed. Our least successful grad, Baked Lays sold $310 million in 10 months. To date, no one else in the US $2.4 trillion consumer package good industry has launched a single more successful product (Source: IRI).
Are your product or category sales slipping?