I became a father for the fist time last July and one of the things I was interested in experiencing first-hand was how the new set of brands my wife and I would be introduced to would be looking to engage with us. Being a highly emotional time, brands getting themselves in the right place, with the right message, at the right time have an opportunity to attract new customers for life in those early stages of parenthood.
I had heard of how Johnson & Johnson would provide their product to hospitals free of charge to give away to new parents in those first few days, looking to create a positioning in the mind of their new prospects that if J&J’s baby products were trusted by the hospital then they could be trusted by parents. There was no Johnson & Johnson in what we were given to take home with us, however, and I must admit I was a little disappointed.
Huggies nappies were the first brand we encountered, as they were provided by the hospital in those first few days. We were happy enough to continue using them for a couple of months until we noticed on the supermarket shelves that Thankyou had begun their own baby range – with profits used to fund child and maternal healthcare projects around the world. Since we already used some of their other products and liked their purpose, after trying them our to make sure Oliver wouldn’t break out in any strange rashes we happily switched brands.
Lessons we can learn from Thankyou.
This whole scenario got me thinking about Thankyou’s path to success–from water to food, to body care and then baby products–and what couldn’t be learned from it. Number one for me is how they have made their single-minded approach an advantage.
The idea of creating a brand that gives 100% of its profits to charity or a cause isn’t a new idea by any stretch so it’s not much of a differentiator. The way Thankyou was able to begin building it’s brand and a position in the mind of the consumer was by keeping it simple – focussing on one product at a time.
Had they launched with a large product range of products with a campaign about giving 100% of their profits away for projects to help people in need around the world, it would have certainly been a compelling value proposition but not necessarily one that would stick in the minds of consumers for too long.
Launching a line of bottled water that uses 100% of their profits help fund projects around the world to give people more access to clean drinking water is the same value proposition with a much ‘stickier’ message for consumers. Choosing their water over another would help someone else get access to water. It’s a no-brainer really.
I’ve written before about how simple succeeds, and this is another great example of that.
By keeping it their message and product range simple, the impact was far greater. After the success of Thankyou Water, they began to look ways to leverage this success with other product opportunities and other problems around the world they wanted to help with. Having already demonstrated they had raised $500,000 and helped 50,000 people access clean water, it was another no-brainer for Coles & Woolworths to stock their line extensions in food, body care and now baby care.
So the question for you dear reader is, how can you simplify your offer or your message in 2017 so you can cut through and engage the minds and hearts of your prospects more effectively?