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An insanely great concept or product virtually sells itself. It is something so extraordinary that critical masses of people are anxious to be first to spread the word to peers they want to impress..
And all that is necessary is for the originator is to get the concept or product into the hands of a select group of opinion-leaders who are likely to care.
If your product or concept is exceptional, constant social networking - interactive hype – all the new media stuff the “experts” tell you is absolutely necessary really isn’t. Because most everyone who matters (even my octogenarian uncle) is already connected, everybody's online; there are now more cell phones than people in the United States. If an idea or a product is “insanely great”, the public will rush to spread the word for you.
The guy whose last name was the same as what this country needs more of got it!
Brand building is an “S-L-O-W” process.
Everything with enduring worth develops slowly.
Now, I can’t tell you if HJ Heinz has developed an insanely great product-line extension, but their marketing strategy has already proven buzz-worthy.
On November 14th the company will roll-out Heinz Tomato Ketchup Blended with Balsamic Vinegar - but only on Facebook.
It costs markedly more than the high-fructose original and you pay $2 for shipping. But you can bet there are a bunch of budget foodies out there who lust for a sample…. The “anticipation” is palpable. To them, this exotic product blend represents a self-satiating luxury on the cheap that represents an early adopters’ “status” acquisition. Conceivably, Heinz has come up with a formula to market a product that “fans” will love so much that they will be anxious to recommend it to like-minded “friends”.
This is a great example of “Adaptive Innovation” in an effort to elevate a line extension to insanely great status. This is not a product endorsement, but a tip of the hat to an innovative approach to marketing an otherwise conventional business decision.
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