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Tag Archives: product marketing

While in line at the Newflower Farmer’s Market (great prices!), I saw some hand wipes, individually packaged, for sale at .79 cents each. For hand wipes.

These wipes, made by Giovanni Cosmetics, are memorable not because of the ingredients – yet at almost a dollar a wipe, surely they are some quality wipes – they stood out because of branding. Each unit bore the tagline: “germ killing mini machines”.  How cool is that?  Those aren’t staid old dime a dozen wipes.  They are germ killing mini machines.

Not only is that fun to say and therefore sticky, the phrase is written in quotation marks, inviting someone to say it out loud.  I can just hear the kids: “Mom, do you have any germ killing mini machines in your purse?”

Zack Gonzales

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In marketing and PR, when a new product or service is released you oftern hear about it in comparative terms, such as ‘the iPod of hospital documentation solutions’, ‘the iPod of tax software’, etc.

A year or two ago it was Starbucks: the Starbucks of bike stores, the Starbucks of doggie day cares.

This year, rather than look to Apple as we so often do, I’d like to recommend studying the release of the odd product the Snuggie. Originally brought to market via infomercials, the Snuggie has exploded into this year’s Crocs and/or pet rock.

What can technology product marketing managers learn from this consumer product?

Years ago, a mentor told me that being a product manager is about balance. And she was right. All stakeholders are right… all the time. Disagreements in feature value assignment is largely due to perspective. Like skiing on ice, its all about negotiating the bumps and achieving perfect balance.

Netflix has stocked a ‘composed film’ about John Cage, called Revenge of the Dead Indians.  It should be a treat and I’ve added it to the top of the queue.  Hopefully Marcel will watch it with me.