Showing Tag: "concepts" (Show all posts)

Framing drives customers to buy

Posted by John Iduh on Sunday, June 5, 2016, In : Insights for Innovation 




If you create something capable of meeting needs (product) and use frame metaphors with supporting phrases or vocabularies that define a space (category or subcategory) such that it targets or have particular meaning, value or importance for some people;  affect or appeal to these people in emotional, social or self-expressive ways, customers will knock your door. Consider these:

/ Luna introduced “Energy Bar for women”.

/ Dettol reframed the skin-jelly space to include “Anti-bacteria Ski...


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Concepts Guide

Posted by John Iduh on Sunday, August 17, 2014,

Creating Concepts


Challenge: How do you create concepts that will impress customers, as good purchase option and be willing to buy?


Solution: Concepts framing Guides is a solution developed to help you create concepts that will impress people to buy. It leverages  customer knowledge to help you frame concepts that will earn the loyalty of customers. Framing concepts matters. Framing, if turns out, can affect how a people perceive, talk about, develop attitudes toward, and, ultimately, buy a...


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THE INSTANT GRATIFICATION TRENDS COULD BE LEVERAGED TO CREATE NEW BUSINESS!

Posted by JOHN BRIGHT on Friday, July 11, 2014,


We are besieged by the growing trends in instant-gratification. With daily discounts becoming a part of everyday life, more consumers want quick, instant rewards and are becoming less patient with ongoing, long-term loyalty programs. As such, more brands are creating campaigns that offer immediate rewards and prizes. What’s more, these instant rewards are often given through user interaction, which allows the brand to merge both engagement and incentives to further ampl...

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"SLIM" VOCABULARY COULD BE LEVERGAED FOR NEW BUSINESS TO EMERGE

Posted by JOHN BRIGHT on Friday, July 11, 2014,


Consumers are getting crazy about "SLIM" metaphor. Consider the emergence of::

  • Slim-fitted suits
  • Slim-fitted Shoes
  • Slim-fitted Chinos
  • Slim-fitted Jeans
  • Slim-Tea
  • Ultra-Slim TV etc.

They all define what people are buying in their various categories and subcategories. And you too can create Slim..................; fill the space!

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"ULTRA" VOCABULARY COULD BE LEVERAGED FOR CREATING BUSINESSES.

Posted by JOHN BRIGHT on Friday, July 11, 2014,





The "Ultra" vocabulary has won consumers in several categories and subcategories.
 Consider the emergence of :

Ultra-slim
Ultra-white
Ultra-book etc.

Introduce Ultra........................., Fill the space!
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"SEASONING" METAPHOR CAN BE LEVERGAGED TO CREATE NEW BUSINESS SPACE.

Posted by JOHN BRIGHT on Friday, July 11, 2014,

Seasoning is a Kitchen Metaphor. It dominates minds when the thought for cooking arises. Consider the emergence of the following subcategories of Seasoning:

Tomatoes Seasoning
Stew Seasoning
Chicken Seasoning
Pepper-Soup Seasoning etc.

They all define what people are buying. However, you to can create.............Seasoning, (fill the space) and earn consumer loyalty and relationship.
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MIXING RELEVANT INGREDIENTS FROM NATURAL SOURCES TO CREATE A PRODUCT THAT SERVE AS BODY SYSTEM MAINTENANCE, DRIVE CUSTOMERS.

Posted by JOHN BRIGHT on Friday, July 11, 2014,



Trend in the go-back-to-nature is making consumers pay attention to products created from the natural sources; and as well, suggests opportunities for creating New Businesses. Consider the emergence of:

  • Ginseng Tea
  • 100 % Fruit Juice
  • Herbal Energy Drink
  • Ginseng Multivitamin Capsules etc.

These products have respects among consumers and also suggest new subcategories to emerge.

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INNOVATING PRODUCTS THAT PEOPLE COULD BOIL AND CONSUME WITHIN A SHORT-TIME COULD EARN THE LOYALTY OF CONSUMERS.

Posted by JOHN BRIGHT on Friday, July 11, 2014,



Creating products that people can use very instant, mostly at the time of hunger, earns customer loyalty, as well as suggesting opportunities for new business to emerge. Consider the emergence of:

Indomie Instant Noodles
Instant Tea
Instant Mango-Drink
Instant-Milk

These are few examples. But consumers are crazy relating with them. However, you too, can create INSTANT....................................., (fill the space), and win markets!

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INNOVATING/PACKAGING A PRODUCT THAT HIGHLIGHTS THE DNA OR HEART OF MATERIAL USED IN PRODUCING IT DRIVES CUSTOMERS.

Posted by JOHN BRIGHT on Friday, July 11, 2014,





Consumers have special interests on products that highlight the DNA or HEART of the materials used in making them. Consider these products:

Cranberry Juice
Orange Juice
Apple Juice
Pineapple Juice
Mango Juice
Wheat Flour

They all create  spaces and objects of choice decisions. However, you too can create.................. (fill the
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PACKAGING LIQUID DRINKS THAT PEOPLE COULD CONSUME ON-THE-GO DRIVES CUSTOMERS LOYALTY!.

Posted by JOHN BRIGHT on Friday, July 11, 2014,


Think about the emergence of these beverage subcategories:

Canned malt
Plastic Coke
Plastic Malt

They suggest opportunities for new business space to emerge! 

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CREATING PRODUCT OR BUSINESS CONCEPTS DEFINED BY "TREATMENT" CUE DRIVES CUSTOMER-FOLLOWING.

Posted by JOHN BRIGHT on Friday, July 11, 2014,


Consider the emergence of these categories/subcategories:
  • Skin-Treatment
  • Facial-Treatment
  • Pimples-Treatment etc.
Just to mention but a few. I believe you too, could create your ..............Treatment. By filling the space, a new product or business will emerge automatically! 

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CREATING PRODUCT OR BUSINESS CONCEPT DIRECTED AT CONSUMER GROUPS LIVING AWAY FROM THEIR BIRTH COUNTRIES DRIVES CUSTOMER-FOLLOWING. TRY DIASPORA MARKETING!

Posted by JOHN BRIGHT on Friday, July 11, 2014,


Diasporas are groups living away from their birth countries such as first-generation immigrants. The idea is to market your brand to a group that is familiar with and has an affinity for offerings that come from their home country. When that group provides a sales base, it gradually expands to people connected to the diaspora and finally to a broader market.  Consider these brands:

  • The Mexican beer brand, Tecate, built US sales by reaching out to first-generation Mexican-Americans an...

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INTRODUCING A PRODUCT OR BUSINESS CONCEPT ASSOCIATING WITH CUSTOMER SWEET-SPOT DRIVES CUSTOMER RELATIONSHIP.

Posted by JOHN BRIGHT on Friday, July 11, 2014,


A sweet spot reflects customers’ “thinking and doing” time, beliefs and values, activities and passions, possessions or places they treasure. Ideally, it would be a part of, if not central to, their self-identity and lifestyle and reflect a higher-order value proposition, much beyond the benefits provided by the offering.

To illustrate, Pampers went beyond diapers by creating the Pampers Village community that provides a “go to” place for all issues relating to babies and c...

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CREATING CONCEPTS THAT DEFINE WHAT PEOPLE ARE BUYING IS A TICKET TO SUCCESS.

Posted by John Iduh on Friday, July 11, 2014,


Elevate your offering by defining what the customer is buying. Ideally, it will become a “must have,” which means that if a brand is deficient on that characteristic it will be less relevant and unlikely to be considered. It may even become completely irrelevant. Consider:
  • Whole Foods Markets makes “organic food” a primary choice factor for food.
  • Dove created a case for moisturizing as a must-have shampoo characteristic
  • Patagonia arguing that clothing brands should have sustainable...

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About Me


John Iduh Certified Consumer Insights / Business Development Professional. John has contributed to the success of Hero Beer, Grand Malt, Trophy Lager, Beta Malt, TINK Africa, Surge Mobile, Johntrecs Foot-wears and Globus Chicken. He translates insights into Business implications, supporting brands develop Strategies,Iinnovation and Messaging. John has wider Knowledge of Nigerian-Geographies. He works with SMEs to help their brands win through Insights! John's skills lie in Insight Generation & Translation » Innovation Conceptualizing & Evaluation » Customer Segmentation & Niche Definition » Category Definition and Value Proposition » Business or Program strategy Development » Appropriate Marketing Message Development » Creating New Markets and Customers » Managing Declining Markets & Relevance. Tel:07031399556, 08022768694. E-mail: iduhjohn18@gmail.com