shake shack

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I write a good deal about pent-up demand. It is a marketer’s best friend.  When Miller Lite was launched no one had ever successfully marketed a low calorie beer. Ergo there was no demand. The market had to be educated as to the value of light beer.  Once done, demand was there.  No pent-up demand.

Marketing and brand planners should always look for pent-up demand in the market. When it’s obvious, E.g., cheaper taxi rides (Uber), better tasting hamburger (Shake Shack), life is easy. When a product value is not obvious, finding pend-up demand is a chore.  For Excel Commercial Maintenance, a building cleaning service whose customers care most about low price, a brand strategy “The navy seals of commercial maintenance” met pent-up demand for fast, fastidious and proactive workers. Something purchasers rarely talked about.

Not every product or service offers a marketing with a deep undying demand for a feature or function. But if you don’t dig deep you are not doing your planning job.



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shake shack burger

Quick, I say Danny Meyer, you say___. I say Shake Shack you say____. I say New Orleans Po Boy, you say_____. The word associations for many food brands are mouth-watering. They bring to mind powerful senses. Reading the NYT Food Section this morning, with colorful pictures of summer veggies and toasted bread crumbs created for me a sensory moment.

So how do we create sensory moments with brand ideas in B2B?  Not easily. But that’s our challenge. Lazy planners default to ideas like “a good night’s sleep” or “make more money” or “customer centricity,” but that’s every company’s strategy. To arrive at a mouth watering B2B idea you must bathe in the customer experience. And in the customer’s customer’s experience. Each B2B category has it’s own language. Learning and using that language when selling a brand strategy helps. It gains you trust and acceptance. Don’t be a foreigner to the category.

But most of all keep asking yourself, it you have landed on a mouth-watering claim. Will it register on the Galvanic Skin Response? Keep pushing until you find it. It is there. And it’s worth the pursuit.

Peace be upon you.


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