The gang at Trolman, Glaser & Lichtman law firm in New York get it. Playing against the stereotype of stuffy, humorless law firms kind of makes you want to hire them, doesn’t it?
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So, you have a great product and passionate customers. Congratulations. But how do you grow that precious customer base? Recruit new customers and spread the passion for your product?
Well, if you’re glassybabby, maker of beautiful one of a kind hand-made glass votives, you let people rent your product for their wedding reception or party and then return it.
Wait, what?
That’s right. It doesn’t work for every product, but it works for glassybaby. Here’s why:
Show Them, Don’t Tell Them
How many times have you heard companies tell you how great their product is? “Our widget is the best blah, blah, blah!”. You probably stopped listening before they finished the pitch. And rightly so, studies show most consumers tune out advertising.
By letting potential customers actually use your product they will immediately grasp its benefits without having to be told a thing. That’s Context, the setting in which your product can be fully understood. And it’s why glassybaby’s renting of their votives is a smart idea.
They could tell us how beautiful they’re votives are but, let’s face it, only by seeing them in person can one appreciate their glimmering beauty. And if I can try them out risk free, all the better.
I don’t know about you, but after a few glasses of wine surrounded by several hundred happy, celebrating people, I’d buy a few. I’d even tell some people about them.
The bottom line: Don’t tell me how great your product is, show me. Don’t bombard me with a list of features, let me discover them. I’ll remember how great your product is long after I’ve walked away, perhaps long enough to realize how much I want one. It’s basic stuff, but it’s powerful.
Could It Be Even Better?
glassybaby’s rental program is an example of great word-of-mouth marketing. They’ve figured out a way to get their product in front of large groups of people so they can see it in context: at a wedding reception, function or party, beautifying a space. Even better, their customers are doing the work for them by showing off the product in action.
But how could they extend their Context strategy even more? A few ideas:
- Give non-profits free votive rental for their fund raising events.
- Free glassybaby for the bride when she rents them for her reception.
- Discount for romantic restaurants (and a display card on the table next to the glassybaby).
The big questions: How can you put your product in context for customers? How can you let them discover how great your product is on their own? Leave a comment or email blog at keithmonaghan dot com.
Thanks for reading.
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