A is for Advertising

The avery 5160 is a standard office supply that has been around for many many years.  So why does such a mundane product merit mention in an article?  Because these particular avery labels represents a microcosm for how buying decisions are made.  Buying is both logical and emotional at once.   The decision is based on perceived need and how best that need will be fulfilled by the product to be purchased.  It works with office supplies as much as it does with diapers. Effective advertising should hammer this relationship home.  

Many people from the average consumer to the more astute corporate buyer claim to want savings.  While for the most part this is certainly true but there is another component that often provides an even greater tug…and that is confidence.  In the case of the old avery 5160, there are alternatives that are nearly a fraction of the price.  In fact, Avery, the manufacturer of this particular label, produces a more economic label to contend against their workhorse. And yet, the avery 5160 label still dominates as one of the popular office supplies purchased today. 

The fact is, that after all these years of use, buyers are comfortable in what they are receiving for their money.It is this perceived value real or imagined that is the goal of every manufacturer or service provider.  To achieve such commitment when cheaper products abound is no easy take.  It is the combining of successful marketing efforts and product performance.   When the buyer is not willing to take a chance on another item because they have trust in the “old” product they buy, a brand as truly arrived.

So see such examples of this from the foods people eat to the cars they drive.  Consumers are willing to save as long as they feel that the change will not sacrifice the value.  Even if in tough economy, consumers will exercise the brand loyalty they have developed over the years.  It is with this in mind that sellers understand that they cannot be toopersevering in gaining such trust.  It is said that in an economy such as this retention is the new acquisition.  As difficult as it is to develop new customers, they must not be lost.   It is your obligation as a producer or service provider to create your own fan club.   If you are successful, you will have avoided the pitfall of being nagged to lower your prices.  You can win the price war but only once your customer realizes cannot be replaced. Find that aspect of your business relationship and continue to expand it.   Adding a personal touch is a powerful statement and leaves a lasting impression. 

Do more than you promise whenever possible.    If done properly you can carve out a following rather quickly.  Remaining in communication with your customer throughout the process hugely assists with managing expectations.  No matter how much you spend promoting your company, there is nothing quite as valuable as a satisfied  customer willing to sing your praises.  In the case of the avery 5160, the product simply works as it should…never a bad thing.