This morning, I read an article about a marketing campaign for Jenn-Air and KitchenAid that showed a 10% increase in sales.  The article struck a chord with me about how simple it can be to boost sales through simple ideas.  All too often, companies can forget easy things that can increase sales.

Tie some simple ideas together to make big differences!

Consumers care about quality; it’s important to people to know that they are getting the best product for what they are paying.  Jenn-Air and KitchenAid marketing manager, Brian J. Maynard used statistics to promote the superiority of the company’s products.  The company had done the market research to clarify that their products performed 25% better than the competition; he then based the entire marketing strategy on this statistic.

Maynard clearly and simply communicated in a user-friendly way that Jenn-Air and KitchenAid appliances cleaned 25% better than the competition, ignoring other similar statistics and jargon.  Most importantly, the company maintained a consistent and clear message in all of their television, internet, and print marketing.  Jenn-Air and KitchenAid successfully branded themselves as a company that offers products that clean 25% better than the competition.  Throughout the companies many forms of marketing, there was ONE clear message – this IS corporate branding at it’s best.

By doing the research, the company was able to prove that they offered products that cleaned 25% better than the competition; they were then able to clearly and accurately market those results.  Sales increased by 10%.  The success of this marketing campaign is not based on Jenn-Air and KitchenAid offering good products, but in showing statistics that communicate how much better the products are than the competition.

Takeaways:

Numbers speak!

• People respond to numbers and statistics.  Numbers naturally stick out from information, especially quick and easy numbers like percentages.  People would be wise to quantify their success.

If you are the best, then prove it.

• Offering the best product or service is a bold claim, and you need to be able to support it.  Once products have been established as ‘good, better, or the best,’ they might as well sell themselves.

Be consistent.

• Information about branding is everywhere!  The most important piece of the branding puzzle is consistency, and it’s the easiest thing to do.  Don’t get caught up in multiple messages; be simple, clear, and concise – this allows potential customers and clients to know what you have to offer.

Getting back to seemingly basic and simple ideas can recharge your company and your sales.  Little things can make big differences and simple things can sometimes lead to big sales.

Smeester & Associates offers strategic growth planning for sales and revenue growth.  Contact us for more information.