If there is no market for the product, how can marketing save it?

Suppose you are in an interview and the interviewer hands you a bottle of drink and asks you to design a marketing plan.

But this bottle of drink is very strange. It says on the bottle: Contains five times the sugar.

You take a bite and find it's sickeningly sweet. So we came to a preliminary conclusion: there is no market for this product at all.

But is this a deliberate attempt to make things difficult? Not really.

Because there are many such cases in reality, opening up sales channels for products that seem to have no market.

for example:

• The boss wants you to sell it for 88,888 yuan for an ordinary watch.
• An app with no functions, your boss wants you to rush to the top of the list .
• A product that is not practical at all, but your boss wants you to double the sales.

(Well, the boss is always the bad guy.)

Let’s get back to the topic. How do you market a drink that no one wants to drink?

There are also ways to use these ideas:

• Targeted marketing to the target audience, finding the niche group that likes heavy sweet flavors;
• Change the nature of the drink and turn it into a marketing prop. Anyone who dares to finish it will be given a 50% discount coupon for the entire store.
• Change the purpose of the drink and sell it as a special condiment. For example, if you use this bottle of drink to make cola chicken wings, it will be super delicious.
• Change the function of the drink and let "medical experts" say that to replenish physical strength, it is better to drink this instead of Red Bull, which is healthier and more effective.

Of course, you can also use the “storytelling” routine I wrote about before.

• This drink is the secret recipe of Empress Dowager Cixi, and it took the imperial kitchen 9981 days to develop it. (I am just making this up, it is up to you to tell the story)

Today, I will tell you a new trick: labeling.

1.

For a product that no one wants to buy, the purpose of marketing is to create a reason to buy and get users to accept it.

Labeling is a means of creating reasons for purchase.

How do you understand it?

I thought of three examples and would like to share them with you.

Idea 1: #Refuse to be a slave to calories#

For the so-called weight loss and health, many people are paying too much attention to the calories in every bite of food. We should not live such a tasteless life.

Take a sip of "five times sugar water" and #refuse to be a slave to calories#.

Idea 2: #Caring for those with taste impairment#

There is a group of people who look extremely happy and smile widely, but they will never know what it’s like to eat delicious food because they lack the sense of taste.

Take a sip of “five times sugar water” and #care for those with impaired sense of taste#.

Idea 3: #Embrace customs that you don’t understand#

When different customs began to meet, many people had disputes: should tofu pudding be salty or sweet, should rice dumplings be filled with meat or candied dates, should they believe in Jesus or Buddha, should there be more water than sugar or more sugar than water (there is indeed a place abroad that likes to drink super sweet tea).

Take a sip of "five times sugar water" and #embrace customs that you don't understand#.

Did it inspire you?

Why don't you try to expand your thinking and come up with some new labels?

In short, labeling can give users reasons to buy.

Next, I will tell you two real cases to further understand how others use the "labeling" routine.

2.

Case 1: How to sell cigarettes to a non-smoking woman?

In the early 20th century, women basically did not smoke, and cigarettes were exclusive to men.

In the traditional concept at that time, women smoking would be considered obscene and shameless, especially in public.

However, tobacco companies do not want this. They really want to sell cigarettes to women and capture this huge group.

How can we sell cigarettes to them?

Someone came up with a solution. His name was Edward LBernays, who was later known as the "public relations master."

Bernays's background was also extraordinary; he was Freud's nephew. Freud is a famous psychologist, whose representative work includes "The Interpretation of Dreams".

Bernays gained a lot of inspiration from his uncle, especially the prejudices and desires of human nature. From this perspective, he suddenly thought of the feminist movement.

At that time, the feminist movement was still in its infancy in the United States. After years of hard work, women gained the right to vote and the right to be elected. However, in the cultural tradition formed over a long period of time, the social status of women is still not fully respected.

Bernays immediately began to plan, tying cigarettes to feminist movements: women smoking symbolizes the pursuit of freedom and equality, and cigarettes are the #torch of freedom#.

On March 3, 1929, on Fifth Avenue in New York City, ten women openly held cigarettes in their mouths, proudly declaring their independence and autonomy. Feminist Ruth Hale excitedly shouted:

"Women! Light another torch of freedom! Illuminate another sexual taboo!"

(Ruth Hale was actually Bernays’ assistant, but this relationship was not known until later.)

After this incident happened, all media outlets went wild and reporters began to flock to cover the event. Even European media reported the incident, sparking heated discussions. In these reports, the "Torch of Freedom" was frequently mentioned.

The tobacco industry immediately followed suit, with major tobacco factories launching slender cigarettes for women and inviting a large number of well-known women to shoot commercials.

At this point, the market for women's cigarettes was officially opened.

Bernays used the "labeling" routine, calling cigarettes "the torch of freedom" , thus giving feminists a perfect reason to smoke.

3.

Case 2: How to sell ordinary and worthless cereal at a high price?

Airbnb did this.

As we all know, Airbnb is a short-term rental platform for homestays. But few people know that in the early days of their business , they once sold cereal to make a living.

2008, US presidential election. At that time, Obama was just a presidential candidate. They were going to hold the Democratic National Convention in Denver, and 80,000 people were coming to Denver specifically for the meeting. However, there are very few hotels in Denver, and Airbnb's homestay business took the opportunity to become popular.

Unfortunately, the good times didn’t last long. As soon as the meeting ended, Airbnb had no more orders.

In order to keep the company going, founders Chesky and Gebbia had to do side jobs. They came up with an idea. They bought a bunch of cereal and packed them into new boxes, turning them into a limited edition commemorative set of cereal for the election.

There are two sets, one with Obama flavor and the other with Republican candidate McCain flavor.

Airbnb sent the cereal to all the media reporters they knew, and then sold it on its website and at offline exhibitions, selling it for up to $40 per box. (According to the average exchange rate in 2008, it is equivalent to RMB 278 per box.)

Unexpectedly, the market response was better than they imagined, and they sold 1,000 boxes.

With this money and the $30,000 in financing it received while selling cereal, Airbnb finally got through the difficult times.

Later, Chesky said:

"I can't believe it, our bank account is now completely cleared, it's a wonderful world."

In this case, Airbnb took advantage of two hot tags:

• #SupportObama#
• #SupportMcCain#

Then, with the help of the media, they promoted the Airbnb platform and their cereal.

4.

To summarize today’s article: How to promote a product that no one wants to buy?

You can try the "labeling" method.

For this type of product, the primary purpose of marketing is to create a reason to buy and get users to accept it.

Labeling is a good way to create a reason to buy.

Exchange and discussion: Do you have any good marketing ideas for that bottle of drink with five times the sugar?

Have you ever used labeling to solve a problem?