Thinking about a start up or entering a new market?

Don’t dive in without doing at  least “some” market research.

OK, you’ve got a great idea for a new business or maybe just a new market    for a business you already have. Remember, all new ideas are good ideas,      mainly because YOU came up with them.

However, the bad news is all new ideas are not equal. Some are great, some just so so and, unfortunately, some are downright bad and could end up costing you a lot of money.

So, what is a hopeful, optimistic entrepreneur to do?

Invest some of your time, and not necessarily a lot of your money,  getting some information about your brainchild of an idea. It doesn’t have to be a lot of time. It doesn’t have to cost a lot. But doing the minimum before you jump in will provide you two things:

  1. It  just may save you from making a big mistake. There are no guarantees and a bad idea may still “look” good until it meets the realities of the real world, but SOME information is better than NO information when evaluating an investment.
  2. However, if the idea continues to “look” good, even after you have gained just a little information, gathering that information can help you begin the marketing planning you will need to launch and grow a new business.

Your Basic (Quick & Short) Checklist

1. Target Audience: How big is it? How are your competitors reaching it? How will you reach it (and for how much)?

2. Who are your competitors? Are there many of them? Does your idea offer something they don’t?

3. What do you think can be your USP (Unique Selling Proposition)? Aim for more than just a lower price, more product options or longer credit/faster delivery. Those are just “things” that a competitor can ultimately offer.Try  to discover what will make your idea different AND  better in the customer’s eyes.

Basic (and Free) Market Research

  1.  Shop/observe your competitors. Go to their stores. Talk to their employees.  Check out their advertising and social media activities. If they are good marketers, this will tell you a lot about how they see the market and how they approach it. It doesn’t matter if they are B2B or B2C businesses. All of this is information helps you understand where are the obstacles and opportunities for your idea.
  2.  Check out the local Chamber of Commerce and trade associations/organizations and see who are their members in the space you plan to enter. Here in Phnom Penh, the American Chamber of Commerce has a special SME/Start Up Committee you can join. You can join join or just visit other local non-governmental organizations like the Young Entrepreneurs Association of Cambodia. These can be good sources for networking and sharing information.
  3. If there is a trade association related to your business idea in your area, contact them for all formation they have. Such organizations are eager to promote their specific industries and companies. Also, make sure you review the free information in the Yellow Pages, on-line articles and relevant websites via the search engines.

No matter what your idea and the limited “research” you do to evaluate it, at some point you will want better, more complete information to fully analyze the market and form the most effective marketing plan you can. Make sure you choose a research provider that helps you ask the right questions and get the most effective answers.

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Social Justice Warriors Have Become a Trendy Demographic for American Advertisers

WHO CARES IF IT SELLS, IS IT SENSITIVE?

England’s, Guardian reports that American advertisers are using warm and fuzzy, social-sensitive advertising campaigns to appeal to liberals across the country. It’s no longer adequate to communicate an advertiser’s benefits, but for their younger, liberal target audiences they must say or imply, “We’re like you,” We believe in what you believe,” “Let’s be friends” and yes, “You’ve been treated unfairly.”

One ad celebrating “eco-warriors” comes from a very unusual source, the car company Kia. In the ad, actress Melissa McCarthy is driving in a Kia car when she gets a call to “save the whales,” and other endangered entities. It’s a funny/cute execution, but gives no rational reason why one would actually BUY a Kia automobile.

In a commercial for Airbnb, the home rental outfit, a message flashes across the screen: “We believe no matter who you are, where you’re from, who you love, or who you worship, we all belong.” This is apparently appealing to those liberals who reject President Trump’s proposed travel ban, although I assume that that acceptance does not extend to terrorists, sex traffickers or just downright low-life’s who might trash a homeowner’s offered lodging.

Despite all appearances, these advertisements are not public-service campaigns. The companies using them are virtue signaling through their messaging what they think appeals to more liberal audiences.The increasingly progressive messages in marketing campaigns are clearly a mercenary attempt to entice Millennials, and those in general that are susceptible to emotional appeals versus rational ones.

WILL IT WORK?

According to Rob Baiocco, a creative executive at the BAM Connection who has worked on campaigns for Pringles and Starburst, all of these “issue” ads may warm the hearts of millennials, as they are intended to. But to his mind, they are also “highly suspect”. He highlighted the fakery of their woke-ness: “Companies are avidly and aggressively trying to get involved in a socially responsible space, and they are doing it horribly – they are grabbing at straws.

“They are entering a complex conversation they have no right to be in, yet they are forcing their way in,” Baiocco says. “These creatives are trying to make their toilet paper save the world.

“Sometimes,” he adds, “a Pringle is just a Pringle.”

I’m with Rob on this. Sure, I’m a strong proponent of advertising having an EMOTIONAL tie to the audience (that’s what a “Brand Essence” is, silly). However, I think the audience segments that choose a Kia or stay with AirBnB only because their commercials “melt their butter,” are pretty small.

At some point advertisers need to decide: Are we making a commercial message OR a public service commercial. After all …

… sometimes a Pringle is just a Pringle.

 

 

 

 

 

 

 

 

 

Airbnb launches new brand name in China. Maybe needed more, or “more effective,” research.

Airbnb, the very successful, worldwide, U.S.-based online marketplace and hospitality online service provider, just launched the brand name it will use for marketing in China. It is a three-character name 爱彼迎 (ài bǐ yíng). Individually, the three characters mean ‘love’, ‘mutual’ and ‘welcome’—strategically on-target for Airbnb,  if you consider them in isolation

According to an Airbnb spokesperson, the name represents “the value and mission of our brand, with the love of the world’s tens of millions of neighborhood communities converging in the different corners of the earth”.

Except, there ‘s a little problem. Chinese consumers’ response to the name has been mixed and in some cases quite critical.

While an important step in localization for Chinese consumers and for establishing a clear differentiation from domestic competitors, the brand’s “love”-laden Chinese name may prove to be a liability.

The name has gotten more than just chuckles from Chinese netizens on the brand’s Weibo account and other social media, where comments have ranged from “ugly-sounding”, “sounds like a ‘filthy love hotel’ “and that the brand “might as well stick to having no Chinese name at all”.

Some marketing professionals have criticized the choice, because with the letters it joins together, it is not easy to pronounce. Also, the first character “爱 ài” is a widely used Chinese word expressing the idea of love. “Nothing wrong for a brand to be associated with love, but the issue is too many brands use it for exactly this reason,” says Jerry Clode, head of digital and social insight at Resonance. He feels the character is used excessively in the advertising of other industries and product categories in China. “There is too much ‘love’ in Chinese marketing; it seems difficult for Airbnb to own this emotion for themselves in a differentiated way.”

Well, we’ll see how this turns out. It seems to me that Airbnb will stick with its choice, until significant negatives develop.

However, it does seem strange that a company as knowledgeable in marketing as Airbnb did not either adequately or effectively use market research to evaluate all aspects of a completely new name in a market as widely diverse as China.

For the complete article from Campaign Asia go here: http://www.campaignasia.com/video/china-to-airbnb-new-chinese-name-is-ugly-sounding-like-a-filthy-love-hotel/434914