Heath Weaver’s Post

Superior products do not always mean more sales! Consider a handful of examples from real life: * Formulaic pop music earns most of the music industry's profits. * Most on-the-go coffee sales are from cookie-cutter chains like Starbucks, Dunkin Donuts, and Dutch Bros. Most at-home coffee is pre-ground Folgers into a cheap low-end drip brew from Walmart, rather than fancy espresso and skilled pour-over from temperature-controlled kettles. * Almost all keyboards use staggered QWERTY-based layouts, despite widespread research suggesting meaningful typing productivity improvements with other physical layouts and key arrangements. * etc. I love awesome things. Many of us do. But most people don't really care all that much. When you build a "superior product", you have to remember that sometimes this means that you're targeting a niche, rather than the general market. Do not fall for the "if you build a better thing, people will get excited" fallacy. Before you even start building something, make sure you're making a genuine effort to truly understand who you're building it for.

Every Sunday ☀️, I treat myself to a coffee from Dunkin Donuts—a habit that feels like a luxury to my 2018 self who could barely afford such indulgences, hence the once-a-week rule (haha). However, I'm willing to drive an extra 10 minutes just to avoid the not so great service at the location nearest to my house. As a marketer, I'm always analyzing my purchasing decisions, questioning what influences me to buy something or how a product has impacted me enough to make me go through with a purchase. Despite knowing that I'll get the same coffee regardless of the location, I choose to spend more time to receive a better service experience (I know I’m not alone in this). So, let me turn the tables and ask you to consider your own business and its competitors. When products are similar across the board, it could very well be the excellence of your customer service that sets you apart. Yet, it seems to me that companies don't boast about their customer service teams enough. Don't you think? #customerexperience #customerservice

Are you a coffee person? Maybe not a snob, but someone who enjoys a cup of coffee on occasion? Stop for a moment and consider the latte art I recieved on my order this afternoon at one of my favorite local coffee places: LOOK AT IT (below) Now, tell me about the impression you have about this coffee place you’ve probably never been to. Is it a place you’d consider visiting the next time you are in Seattle? What does it tell you about their level of skill regarding coffee? How does your mind consider this company vis-a-vis your regular coffee shop? Are you curious about what else they do well? And here it is: a company that creates a good #b2becommerce experience is doing *exactly* the same thing as this coffee house. They are paying attention to the experience of their customer - showing off their level of skill and capabilities in an area that many would consider “nonessential”. And in so doing they stand out for their current customers; but also for any new customers who visit for the first time. If you don’t think “latte art” matters for your digital business, think again.

I saw this photo appear on my timeline and couldn't help but admire the simplistic innovation this store has created for customers. Back in 2020, I wrote an article that explained a concept in coined as "nonverbal identifiers". How can you communicate and learn from your customers and fans in real-time? I think we can all relate to times we were in a rush and would grab the white basket. On flip side, maybe we go into a store and we aren't sure what we want or know much about what we intend to purchase so we would grab the black basket. This is a great way for the staff to see the general preferences of the customer within seconds of them entering the location. This reminds me of a restaurant, covered in the article linked below, that would ask if you have dined with them before and your answer would determine what color napkin your sliver-ware was wrapped in. These are simple strategies that can really go a long way regarding understanding between your staff and your customers. Hope to see more innovation like this moving forward. Nonverbal Identifiers Article: https://lnkd.in/gj5Q4ip7 Beyond the Gates Newsletter: https://lnkd.in/g_nXStvA

The Power of Exclusivity: ( You have to read this ) Last week, while visiting Missouri, I stumbled upon a small kiosk serving a unique treat – green apple & three in one ( chocolate, green apple & butterscotch)softy ice cream. This offering reminded me of an often underutilized but powerful marketing strategy: exclusivity. In today’s competitive market, standing out is crucial. The green apple softy didn’t just satisfy our taste buds; it made the kiosk memorable. Here’s how you can harness the power of exclusivity to market your business without spending a fortune: 1. Unique Products: Offer something no one else does. Be it a special flavor, a limited edition item, or a unique service – exclusivity creates buzz. 2. Word-of-Mouth: Let your customers do the talking. When you offer something unique, people will share their experiences, just like I’m doing now. 3. Create an Experience: Make visiting your business an event. Walking from the library to the picture palace for that green apple softy wasn’t just a snack run; it was an adventure. 4. Leverage Social Media: Share stories, not ads. Post about your unique offerings and the experiences they create. On our last day, the thought of tasting that green apple softy again led us on a memorable walk through Missouri. The anticipation and exclusivity of the treat made it special. Think differently. Be exclusive. Create experiences. You don’t always need a big budget to make a big impact. #Marketing #Exclusivity #BusinessStrategy #CustomerExperience #SmallBusiness

Following numerous conversations with clients recently (including a good amount at the recent IGD event), it's become apparent that not only are brands increasingly bringing out new products which sit beyond their traditional 'category heartland', but that traditional categories themselves are becoming evermore complex. Having always been excited by new things in the industry, I love it when brands attempt to break into different fixtures and aisles within a store. I'm a self-confessed incremental buyer, basically.... That being said it can often cause confusion for shoppers (I've been there, trust me) about where to find the new launch, especially if it's not a brand they're used to picking up in that particular aisle. In the latest VST newsletter (link in comments below), we explain how we are helping CPGs test this crucial piece of the jigsaw, to ensure new product launches are not falling at the final hurdle to capture the new shoppers they are aiming for. Please get in touch if this is something you think could be of use!

Starbucks wrote my name wrong And it might actually be a cool marketing trick. Now, it’s like a mission to see if they can ever get it right. This way, Starbucks: - Never leaves my head - Gives me a reason to come back again - Stands out from competitors Every brand wants to achieve this. And you can do it with your ads… Don’t just copy others, think about what makes your product special: Maybe it’s the slogan; Maybe it’s the name; Maybe it’s the purpose… Does your product merely clean your house? Or does it stop kids slipping on banana peels? It’s an example, but you can make it work. P.S. Starbucks, could you please get my name right next time?

Buying is hard! Today I took my kids to the grocery store. We get everything on our list. But, I know it's coming. It happens every time they lock eyes on to the candy. The begging, pleading, it's not fairs, and negotiating begin. I cave because I want them to be happy, but I act tough and say pick quickly. Knowing that out of the hour we are going to be in the store 40 minutes of it will be them trying to chose which candy they will walk out with. Can I get a different one if I don't like it? No. Why does she get more in her bag? Because it's cheaper quality. Can I have two? (89 times) No. What about my friend coming over? That 2 weeks from now. It's the same with buying business products. We like to think we are more sophisticated as adults. But most of us are not any better at making a decision then our kids picking candy. I'm learning to have more empathy. Thanks kids.

Our In-House coffee brand has had an Amazon makeover! Easy to forget sometimes I have a day job as well as all the outside consulting and other business-running that I do too (if anyone tells you there aren't enough hours in the day ....they're right 🤣 ) This has been a few weeks (months!) in the planning, building and deploying with the team (of 4) and built entirely in house with no outside help. But now the storefront has been updated to emphasise more featured products, higher AOV gift sets and spotlight towards more collections to aid customer discovery and navigation. It will also give us more flexibility and targeting when it comes to running store spotlight brand ads. There is still a final phase of work to do with a couple more menu options but this is the first update since Nov 2023 and we credit the last one with helping us gain a lot more brand recognition in this highly competitive Amazon niche. Beyond that it will always be Test > Learn > Repeat. But the distance we have travelled since we launched in May/June last year proves that if you plan and execute strategically on Amazon and have a firm grasp on your customer and product data you can win big. Let me know your feedback on the new layout in the comments ⏬ 🙏 https://lnkd.in/e79UpNnU

Boost Sales with Samples! 📈 (and who doesn't love a free sample?!) 😍 Guest poster Meghan Custer of McCutcheon's Apple Products shares some insight on this week's #ThePollinator feature! "When customers try a sample of a product, they’re more likely to purchase it. Sampling provides an opportunity for customers to experience the taste and quality of your products firsthand, which can lead to increased sales. Additionally, sampling provides a great opportunity to introduce new products to customers. It allows them to try something they might not have considered before, increasing the likelihood of adding to their purchase."