Before you read: some questions to help you think about the topic and the words you might need.
While you were sleeping, a brand category was being redefined.
Marketing and advertising products like exciting new smart phones, or an emotional product like travel would seem like a walk in the park for advertising companies, but a company in Australia found an interesting way to advertise pillows. Pillows like other dull products such as toilet paper or potatoes are not something that have top of mind awareness. As consumers we make a quick decision and we don’t ask for advice about products like pillows for the bed. Well a company in Australia, Tontine came up with a novel idea – date stamping. Yes, by putting a use by date on a pillow that increased their sales dramatically. This created repurchase.
For many companies, getting people to repurchase products is easy. Products like soap for example have huge repurchase. But products like pillows don't. The average person replaces their pillow about every four years. They know that pillows can get unhealthy after some time, but their pillow is still working with no problem, so they don’t think to replace it. By putting a use by date stamp on your pillow then every night when you go to sleep, a memory is triggered that you should think about replacing your pillow one day.
Guessing meaning from context (the words around that word).
Try to guess the meaning of the words in bold and match them with their closest meaning from the choices in the right. The answers are below the table.
|
brand category |
A |
1 |
A changed or new meaning |
|
redefined |
B |
2 |
Boring, not interesting |
|
emotional product |
C |
3 |
New thought, a different thought |
|
walk in the park |
D |
4 |
You buy or want something because it appeals to them through their feelings |
|
dull |
E |
5 |
A product that you think of quickly or know about, not forgotten |
|
top of mind awareness |
F |
6 |
To create, a new idea, an invention, a solution to a problem |
|
came up with |
G |
7 |
Cause something to begin |
|
novel idea |
H |
8 |
Something that is very easy, no effort, not hard work |
|
triggered |
I |
9 |
Defines the group name for where products/services belong |
A=9, B=1, C=4, D=8, E=2,F=5, G=6, H=3, I=7
Some discussion questions using the new words to help you better understand the word meaning and how to use them correctly. Try to use the words in your answer.
1. Why was the brand group or category of ‘pillows’ redefined? How do you think it was redefined?
2. Why would pillows not be an emotional product? Give an example of an emotional product.
3. Why could a product like a smart phone be a walk in the park for advertisers? Do you agree that products like smart phones are really a walk in the park for advertisers? Why or why not?
4. Do you agree that products like toilet paper are dull? Why?
5. What products have top of the mind awareness for you?
6. What novel idea could you come up with to advertise a dull product?
7. What thoughts are now triggered in your mind when you think of pillows?
Some example sentences using the new words to help you to better understand their meaning.
1. Brands such as Choco Pies are categorized as fast moving consumer goods because people don't spend a lot of time thinking about them and they just buy them quickly without thinking too much.
2. The Internet redefined the way that we communicate with other people.
3. Harley Davidson motorcycles are described as being an emotional brand because people fall in love with the brand name more than from practical reasons.
4. Winning the Football World Cup is no walk in the park, it means lots of training and hard work.
5. Many people think that insurance is a dull product or service, but something that we need.
6. It is easy to advertise the benefits of having a cell phone as people already have top of the mind awareness of this product.
7. 3M is a company that always comes up with many novel ideas such as Post It Notes. (small yellow stickers that you write small notes to remember things).
8. Advertising triggers the desire to buy or have things.
ECK Education
