3 main takeaways:
FIND the associations that best open customers for a new way of thinking
TELL your clients the story they will identify the new product category with.
GIVE your customer an experience worth more than the time you ask.
How you make it happen:
Our lovely client Group SEB were to take a product category from one Nordic market to another. The customers in Denmark has already loved their ActiFry´s for years but to Norwegians the product was still rather unknown.
The product is part of a new way of preparing food, it´s a fryer but it keeps the food fresh and healthy since it only use a fraction of the oil used in a traditional fryer. The result is simply something different and it´s delicious!
During December, we showed the new way of cooking to customers all across Norway. To find the optimal way of getting the message through locally we tested different dishes, different stories, different locations and the results was clear.
Make traditional Norwegian food that is full of preset associations, prepare the food live and serve it straight out of the machine. The surprise of the new taste of the traditional fool open the customer mindset for new info, in combination with a client oriented story about the value for them we seal the deal.
This kind of experience based product marketing is unlikely to move online shortly!
Good luck with your product launch!
//Gorm Larsen Nordic
https://gormlarsennordic.com