So you have a fairly boring product in a crowded market, how do you get attention? One way is to do something controversial, but that carries some risk, unless you can pick on something that everyone dislikes, and is unlikely to fight back.
That’s what Country Time, a supplier of lemonade (cordial for Australians). Their target, bureaucrats. No one likes them, no one knows who they are, and if they did say something, who would pay attention anyway?
In the US, the traditional kids Lemonade Stand is being threatened by these bureaucrats and the killjoy neighbours who report the kids. If you don’t have a permit, beyond the reach of most kids just trying to make a few bucks, you can face a fine of $500. This is where Country Time saw an opportunity.
Obviously there was fine print to their offer from their lawyers, possible the only group more detested than bureaucrats, but certainly it was very likely to be appealing to parents, who after all buy the lemonade (and the fines). This has generated a lot of positive media for the company, well worth the cost of all the fines they will pay!
How might you pick on a target that’s relevant, and disliked in your sector?
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Lea ding Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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