What Most Marketing & Vacuums Have In Common – They Both Suck!
Being a man and a gear head I love mechanical marvels and innovation. New tools, new kitchen gadgets, new electronics and new high tech appliances – with that in mind you shouldn’t be surprised when I tell you that I am in love with the new Dyson Vacuum.
I love it for what it is, what it looks like, what it promises and I love the marketing.
Let’s talk about the marketing. Let’s talk about it because the marketing is all the things I just mentioned.
This company is smart. They build marketing into the product at ground zero. They vacuum is scendsational to look at. It’s a cool and innovative thing of beauty and I’m sure to some it’s a hideous yellow beast, which from a marketing perspective is the right place to be.
They are following our rule of thirds principle here which is one I suggest you all strive to follow. Not being afraid to piss off, turn off and not be for at least a third of the population.
The Dyson also has a completely innovative design that moves completely based on a ball concept for revolutionary mobility – that’s worth looking at and talking about. They have built in buzz right in the product design.
See how that’s marketing at ground zero. You can do that too…
Next, I want to talk about the claims they make. Their irresistible offer is short and simple – “The first vacuum cleaner that doesn't lose suction.” Let’s analyze this.
1. What are we selling?
A vacuum
2. What’s in it for me – the customer?
It doesn’t lose suction
3. How much does it cost?
Not mentioned (more on this later)
4. Why should I believe what you say?
The first vacuum to not lose suction.
A short and simple statement that answers 3 out of the four power questions of an irresistible offer. That is a Gravitational Proposition that pulls people to them like crazy. What is the most frustrating thing about a vacuum? Losing Suction!!!
So smart and it gets even better.
The company has made several models all that cater to very specific sub-niches.
- Base model
- Low Reach – for people who are frustrated with not being able to get under things
- The Animal - The most powerful upright for pet hair – for pet owners.
- Full Gear – for all the floor cleaning gadgets – for the people who always buy the top of the line.
This is a great marketing strategy.
The Website:
The front page of the web site uses an education based marketing approach that discusses the four things you need to know before you buy a vacuum.
The website is the best. They are a bit too caught up in fancy flash and they are losing some of the effectiveness as a result. They could make the site simpler and easy to navigate and ultimately make more sales.
The Advertising:
The advertising spokes person is the inventor of the vacuum and the owner of the UK based company, James Dyson. In 1970, Dyson graduated from Royal College of Art where he studied furniture design, then interior design .
In the advertising, Dyson is very persuasive and passionate about his product. He exudes believability and credibility by doing very little other than demonstrating the product and being confident in its ability.
Unwavering confidence is a key and often overlooked corner-stone of marketing. You must be confident in your personal ability and the ability of your product or service to deliver on its claims.
Many small business owners and independent sales professionals lack that level of confidence. It’s only when you have that level of confidence can you back up your products with solid, no-nonsense guarantees.
The Price:
Wouldn’t you think that a vacuum is a commodity product? One vacuum sucks, they all suck – figuratively and literally. You’re looking for the cheapest thing to get the job done, right?
Wrong…With the identification of the pain of the target, an irresistible offer, an overwhelming benefit, education based marketing, social proof and a buzz-worthy, spread-able design this product rips itself from the commodity market and commands more money then all it’s competitors.
And the thing is selling like hotcakes.
Heck, I’m considering it even though is like $500.00. Plus I have pets, so I’m thinking I’m gonna pay even more for the pet vacuum because its niche marketed just for me.
Here’s them using a special offer and action incentive too…great stuff.
