Comments on: ‘Simple’ Sells

By: Accenture Challenge: Simple Sells « Rich Overfield

Accenture Challenge: Simple Sells « Rich Overfield — Thu, 09 Dec 2010 05:31:55 +0000

[...] The three main this I learn from this challenge were: to keep things simple because the simplest form of the idea is the easiest to plant in someones mind. Also that when consulting a business be careful when speaking about your vendors, your margin of profit, and complete project plan. This is due to the fact that they could just steal your ideas and vendors; then your out of the job. Differentiating yourself between your competitors is a must! We accomplished this goal by keeping a consistent theme through out our layouts and graphic design. This sub-consciously creates a sense of branding in the clients mind allowing them to recall your presentation more easily. I could go on and on about the all things I learned in this 72 hour period but the main point I want to communicate is that fact that “simple sells“. [...]

By: Ted Mininni

Ted Mininni — Fri, 13 Nov 2009 14:59:43 +0000

Hi Tessa,
Thanks for weighing in here. You’ve asked a provocative question. In my opinion, simplifying things in a complicated world ought to endear the brands that do this to consumers. Having said that, people are looking for cleaner, not only simpler products. If a food product lists only five ingredients, but they’re all artificial and chemical, that’s not so good given a savvier, more educated consumer. Whenever simpler + cleaner can be accomplished at the same time, I think marketers will have winners on their hands. Does this make marketers’ jobs irrelevant? I don’t think so. If anything, keeping up with today’s consumer is more challenging than ever. Thus, I think wise, insightful marketers are more necessary than ever.
Good stuff, Tessa. Thanks again.

By: Tessa Carroll

Tessa Carroll — Fri, 13 Nov 2009 13:22:11 +0000

I am, and always have been, a label reader. The fact that many brands are making that easier is, to me, simply wonderful.
Now, as a marketer, you have to step back and think about things a little differently. By simplifying their products, are these companies, in turn, simplifying their marketing teams job? Is it easier to sell a simpler, cleaner product?
Tessa Carroll
http://www.blogs.vbpoutsourcing.com

By: Ted Mininni

Ted Mininni — Tue, 10 Nov 2009 23:57:59 +0000

Good insight, Paul. Agreed about Trader Joe products. Of course, when you specialize in selling natural, organic and gourmet foods, they generally have fewer ingredients. Cleaner ingredients, too; that is, no artificial colors, flavors, preservatives, etc. Love the comment about the ice cream. Try Dreyer’s light varieties. They’re pretty good. That’s Edy’s on the east coast, folks.
Thanks, Paul, for sharing your thoughts. I appreciate it.

By: Paul Barsch

Paul Barsch — Tue, 10 Nov 2009 23:02:24 +0000

It’s been my experience that Trader Joe’s is pretty good at this concept but there’s always room for improvement. As for Haagen Dazs, I think they killed my favorite “light” line in favor of the “five” concept. Sadly, I cannot eat ice cream with reckless abandon now…

By: Ted Mininni

Ted Mininni — Tue, 10 Nov 2009 18:42:57 +0000

Loved your comments, Elaine. Mind you: I didn’t say “cheap” was out, I just added “simple” as the latest consumer buzz word. To your point: wouldn’t you prefer being able to buy Raisin Bran with fewer, simpler ingredients to read? The point: consumers don’t want to keep buying products with long lists of unpronounceable ingredients that sound suspiciously unhealthy. Great catch on the HFCS, BTW. Consumers are voting “no” on high fructose corn syrup more than ever.
Thanks, Elaine, for sharing your insights.

By: Elaine Fogel

Elaine Fogel — Tue, 10 Nov 2009 16:50:05 +0000

Not only am I a label reader, Ted, I am perennially CHEAP! That word has no negative connotation in my books. As a consumer, I want value and quality whenever I can get it.
However, if value means purchasing products with poor ingredients, then the value disappears. Last week, my husband purchased four boxes of Kellogg’s Raisin Bran at $1.25 each. Great deal, but the cereal contains high fructose corn syrup so the boxes went back.