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Tag marketing

Bouncing Back

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So what do you do when you’re so successful that you’re limited by your own success?

Well known as THE hangover cure, Berocca have become so successful that they’ve positioned themselves into a corner. Getting back your B-B-Bounce after a big night out has become such a successful marketing campaign that their market has become limited to the brightsparks that drink themselves into oblivion on a regular basis. But what about the teetotallers or those who indulge occasionally but know when to stop short of the drink that will take them into tomorrow’s hangover?

I was watching a new Berocca ad on tv the other night and it’s a stroke of pure genius. Because whoever is driving their new advertising campaign has got it right. What do you do when your product is so successful that you’ve shot yourself in the foot? You get people to view the product in a different light. With just a slight shift in focus, Berocca is now being advertised as the perfect start to a high performance day. And with the option of a hit of Guarana for that extra kick, Berocca’s now got all bases covered. The hangovers and the high performers.

Sometimes a small shift is all that’s required to open up the market.

What’s your shift?

Reaching the Far Side

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I love the Far Side. And one of my favourite Gary Larson cartoons is ‘School for the Gifted’. Depicting a studious young man pushing with all his might against a door. Only problem is the sign on the door reads ‘pull’.

Pushing when you need to pull is just so counterproductive, isn’t it.

No amount of effort is going to get him what he wants.

Because no matter what we’re doing in life, our efforts need to be directed the right way, don’t they. Take business for instance. We can put so much effort into marketing but if we’re marketing to the wrong people it ain’t gonna work. And then there’s relationships. We can be putting lots of effort into loving our significant others, but if we’re speaking a different love language it’s not going to get noticed.

And the result is we feel frustrated in our efforts.

But frustration is just a sign that you haven’t tweaked it quite right yet. Remember Edison? He tweaked it thousands of times to give us an efficient electric light bulb. That’s staying power.

Unfortunately Edison is a rarity. Because many people give it all up too soon. Frustrated by missing the mark despite all the energy spent in trying to make it happen. Not realizing that a small shift in mindset, a small shift in understanding, a small shift in the way we see things may be all that is required to make our dreams the reality we long for.

Same effort. Sometimes less. Better focus

The possibilities are limitless.

What have you got to do to open that door?