Sooooo, WHAT DO YOU DO?

 

What's the competition doing? 

What has worked for this client in the past?  Which things have not been as successful for them? 

What are current consumer trends and how can we capitalize? 

How can we successfully command the attention of the client's target audience in a crowded retail environment? What's the budget?

What message are you trying to convey?  Who is your target audience?

How does this product mesh with your corporate identity?

What does your brand stand for?  What's your brand message? 

 

These are some of the questions I ask and take into consideration whether the request is for new development or a refresh of an existing brand.  There are many opportunities to increase brand awareness so it's imporant to look at all factors involved. 

 

 

CASE STUDY:  LITTLE TIKES

 

Little Tikes President noticed sales were lagging behind some of their major competitors like Fisher Price and Step 2.  He was very close to product development and could not imagine why their toys were chosen less often than those of their competition.  But maybe the problem wasn't product development or product quality at all...maybe the problem was in the packaging, the image, the messaging, the marketing. So, I did some in-store research, some online research, I spoke directly with consumers, and I learned everything I could about the competition and I found it! 

 

IN-STORE PRODUCT PLACEMENT:  When asked how parents choose toys to purchase for their children, their response was a consistent, "I buy whatever they pull off the shelf and can't leave the store without!"  No wonder kids weren't grabbing Little Tikes toys off the shelves...they couldn't reach them.  In grocery or other adult focused shopping arenas, eye level product placement is preferable to a low reach which may be overlooked.  But in stores like Toys R Us, we have to remember the height of eye level for our true shoppers.

 

Additionally, the products were most always found inside the aisles rather than on end caps.  If a parent doesn't walk that aisle, a child doesn't have the opportunity to see the toy.  Though end cap real estate in retail can come with a cost, it's one that is far worth having your product noticed.

 

VISIBILITY OF PRODUCT IN PACKAGING:  Little Tikes products were primarily packaged in enclosed boxes with no windows.  They relied on package graphics to sell the product inside, and worse than that, the graphics were raster based images (specifically, photographs of other children playing with the toys inside the box) that did not speak to their young audience.  Kids are attracted to noise, bright colors, illustrations, lights, buttons, and anything they can actually touch.  Little Tikes' young audience was choosing toys they could actually see, feel, and hear on the spot.