http://blog.joelrubinson.net/2010/01/how-to-make-people-curious-about-your-brand/ Marketing and Research Consulting for a Brave New World Sun, 29 Jan 2012 18:51:37 -0500 http://wordpress.org/?v=abc hourly 1 http://blog.joelrubinson.net/2010/01/how-to-make-people-curious-about-your-brand/comment-page-1/#comment-1494 Sarah Mages Sat, 16 Jan 2010 10:50:04 +0000 http://blog.joelrubinson.net/2010/01/how-to-make-people-curious-about-your-brand/#comment-1494 I go to Whole Foods because I can just about get a lunch out of the free samples. But....I just might find something extrodinary that I really like. Then I buy it. Samples is where it is at. Oh, PS: since I'm there I usually buy about $50 worth of items that I might have bought at Jewel. It's a win-win for Whole Foods. I would make a great market researcher because I buy what I want. I go to Whole Foods because I can just about get a lunch out of the free samples. But….I just might find something extrodinary that I really like. Then I buy it. Samples is where it is at. Oh, PS: since I’m there I usually buy about $50 worth of items that I might have bought at Jewel. It’s a win-win for Whole Foods.
I would make a great market researcher because I buy what I want.

]]> http://blog.joelrubinson.net/2010/01/how-to-make-people-curious-about-your-brand/comment-page-1/#comment-1493 Joel Rubinson Fri, 15 Jan 2010 20:37:38 +0000 http://blog.joelrubinson.net/2010/01/how-to-make-people-curious-about-your-brand/#comment-1493 Trial and repeat are highly correlated in real life. In concept/product testing, a cross-tab reveals that purchase intent is always highly correlated with repurchase intent even though everyone tests the same product. The reason is that if someone buys into the concept, they will buy into the product as well as long as it reasonably delivers on the promise. Trial and repeat are highly correlated in real life. In concept/product testing, a cross-tab reveals that purchase intent is always highly correlated with repurchase intent even though everyone tests the same product. The reason is that if someone buys into the concept, they will buy into the product as well as long as it reasonably delivers on the promise.

]]> http://blog.joelrubinson.net/2010/01/how-to-make-people-curious-about-your-brand/comment-page-1/#comment-1492 Jennifer B Fri, 15 Jan 2010 20:07:46 +0000 http://blog.joelrubinson.net/2010/01/how-to-make-people-curious-about-your-brand/#comment-1492 Creating curiosity is great if you want your sales to peak (increase in trial), however, a product needs to deliver in terms of expectations (taste good, etc) or else there will be no repeat. Alternatively, this could also just attract curiosity-seekers - the type of consumer who is always looking for the next new thing - and may never lead to sustainable brand growth. So while generating curiosity is a good start, it's not the end of the brand story (in fact, if only curiosity is generated, this would probably lead to the brand failing). Creating curiosity is great if you want your sales to peak (increase in trial), however, a product needs to deliver in terms of expectations (taste good, etc) or else there will be no repeat. Alternatively, this could also just attract curiosity-seekers – the type of consumer who is always looking for the next new thing – and may never lead to sustainable brand growth. So while generating curiosity is a good start, it’s not the end of the brand story (in fact, if only curiosity is generated, this would probably lead to the brand failing).

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