Hi this is Tina Lorenz with another Marketing Minute.
Today I want to talk to you about a couple of things. First is the power of words in your copy, what words you choose in promoting your product, and how that can impact the mental image and the picture people form in their head when they’re reading the copy or listening to the copy.
The other is a quick idea on how you repackage and re-promote something by finding a whole other audience for something you already have, and marketing it to an entirely different segment of people by repackaging it, rebranding it, and maybe changing up the copy to fit that particular group of people.
This all started when I was running a simple errand to a Big Box store to buy some soap and some other miscellaneous items, including one of these. You may have seen these a lot of times when you’re in the cosmetic department or the women’s department in lavender or pink or some pretty colors. They are a simple mesh ball with a loop you can hang in the shower–for exfoliating when you’re taking a shower. So I picked up a couple of these and threw them in my basket and went on to look for liquid soap for Ron for a shower.
And while I was in that department, something caught my eye and here is the package from it. It’s called a Deck Scrubber by Old Spice. Can you guess what was in the package? Let me show you. It was this. Red mesh, not in a ball, attached to a manly handle–still has the loop for the shower and still does the same thing as our girly puff ball–only it is specifically being marketed to men.
So not only have they changed the look and given it an Old Spice brawny type of feel to it–they also changed the packaging. And more than that, they gave it a really cool name.
Now I’m going to take a minute and I want you to read the copy. I’m going to show you exactly what this package says and with your permission I’m also going to read it to you so that we can get the full effect.
“Deck Scrubber Shower Tool.
An experienced seaman knows the gentler sex is unlikely going to board a vessel whose deck, galley and under carriage has not be scrubbed and scrubbed as clean as the shiny inside of an oyster shell. This Old Spice Deck Scrubber used with Old Spice body wash (by the way that’s a nice little cross promotion for them) gets rid of dirt, odor and barnacles working harder than lazy soap and lathering way better than just your hand alone. So start scrubbing sailors–and don’t forget to wash behind your everything.”
Your “everything”? I don’t know about you but there are some pretty powerful mental images being formed specifically for their audience of men who want to smell good, be attractive, have smooth skin and quite frankly be attractive to other people as part of their sensuality of themselves.
So I just thought that this was a really great example of something that is so common that almost every house has one somewhere, maybe thrown under the sink or in your cupboards or whatever. But almost everybody owns one of these or 20 of them, and actually a lot of men, I think, have already been buying them but looking for blue or purple. Old Spice took it to the next level and created a brand new product with brand new packaging and some very, very spicy copy that evokes such an image that most men would be actually proud to buy this thing and scrub their decks.
So I hope you get some good ideas from this and I hope this will wake up your brain a little bit to watching what is going on with marketing all around you as you’re out running errands and doing your every day stuff that has nothing to do directly with your work. Think about what you’re seeing all around you on billboards, on magazine covers and in any department you’re shopping in. Wake up and be aware of what is happening in marketing. You can learn a lot from it and you can get a lot of inspiration from it.
When you do that and you repackage and cross promote and find another audience for your product, that is how you make even more money and that’s how you get to the big money.
I hope you found this helpful. Until next time this is Tina Lorenz with Tina’s Marketing Minutes.