Warwick Castle Ice Rink

Iroise, or direct application of the "So What" marketing ...

J’ai assisté hier à la présentation du lancement d’IROISIE par leur Agence de Communication. Le produit est beau, le pack surtout, Or et blanc, les fragrances soigneusement choisies…
Barbara la directrice avouait tel un pêcher mignon que c’était un vrai coup de cœur.

En fait, comme vous pouvez vous en douter du coup, je ne l’ai pas encore testé. Mais j’écris, là, car mon sujet est ailleurs…

Après avoir tracé joliment les gros et fins traits de cette nouvelle marque, sur un marché saturé, qui, comme nous le savons toutes, est semé d’embuches and regular dead, I wondered secretly that this brand could bring new.

So I dare. Dared to ask: "What makes you different? What is your major anchor? What makes that we'll choose? "
In short, basic marketing questions : what RTB (Reason To Believe), what USP (unique selling proposition), what positioning (the 4 pillars without which nothing is clear)?

And there came the problem: "There is no anchor! On the contrary: brand is a brand! "Already, I have a problem.
Then the designer continues: "Our specification is clear that bio no longer a cosmetic essential oils with strong scents and unglamorous. We wanted creamy textures and subtle flavors. Our priority. . STOP. But it's been a good 3 or 4 years or more for the organic precursors is much more than that.
I have not really listened to the end result.

I said "No. No no no, it is not possible, possible MORE! claim a position around the glamorous Bio. Notamment pour quelqu’un qui est référencé chez NO PEG : le paradis du Bio glamour et même de luxe !! Y a qu’à regarder le linéaire ! »

Car elle se revendique « de LUXE » avec des prix compris entre 22 et 55 euros : mouai, j’ai comme un doute, moi ! Quand on voit comment les prix du « Luxe » se sont envolés ! – et je me fais suffisamment la réflexion, en hallucinant d'ailleurs parfois… -.

Et puis, plus globalement, ça m’a fait repenser à tous ces gens qui pensent que « Le marketing, c’est avant tout du bon sens ».
Non. Il faut arrêter with that. There are methods, real, walking, who have proven that you bring a lot.

Have you ever made a Bring scheme by asking the right questions? Have you ever written a real business plan that you needed to detail your Mix in you justify vis-à-vis competitors, trends, recent innovations, expectations consolation, your added value? Have you ever written in black and white and the famous USP RTB in question?

Jargon: yes. Nonsense: I think far from it.

So when I see how difficult it is today to launch something that works the consolation being saturated with news and attractive offers from morning to evening, how do you succeed without you for 2 minutes and think. AND put yourself in the place of the consumer himself!
, yes, you can use your common sense! A good exercise it back where it will serve you the most: you understand the message? you find it innovative? different? you buy? really?

Ah yes of course. There is also money. How can we believe that
Caudalie could have continued to lose money for 4 years if the mark had not been mounted by Mathilde Catillard, or if My Blend had not been installed by a Courtin? course. But then what? Should still have something to tell who really want the road, right? Do not you think? ...

Then there? Well, ( worse is that) I think there is something : glamorous but NOT the bio which feels good and who is listed at the Ritz!
It is not the job. If? Z'êtes safe?

There are stories of UNSECO, algae green, brown and red with particular characteristics, depending on their depth, which can be explained thus, that are told. From sea air to escape. Anchor local, simple, raw, true. Wealth.

So, call it ALGUES3 (cubed): is the argument on which all the girls are arrested more! Not the modeling or atopic skin, please ... AND, you can tell something is TRUE, STRONG DIFFERENT catchy. certainly more di-ffe-rent ! More

seller? After, and hopefully fall on a promising niche. But do Créu

-RES! Otherwise, afterwards, we can not blame all these people who say "Oh yeah, but the cosmetics, it becomes that the pipo, and there is too much! we get lost. " And you will not have the right to complain.

Clarify. Position yourself. Serve.
short: explain us what you went through the head and made you (really ) makes you go ... It is still difficult to believe when it was the creator of something, there no reflection partially or completely accomplished behind such a venture. (If so, then abstain.)
But if you believe if you defend this project so do what makes you go to believe, harder, true.

Take time for that: it's a great service that you make your mark which asks only survive in this ruthless world of brutes, and continuing advances ...

NB: I will tell you what it is after product testing. Practical vision for a bonus. Since it has (also).
soon, then.

INFO: All information products + outlets available http://www.iroisie.com/

ADDING February 10, 2011:
Hello all, at all,
Following Comments from people around me, I just wanted to add the word after the Post on Iroise. I just wanted to clarify that this post was intended to clarify the situation for many small brands that engage in a complex and relatively saturated. This post is not intended to attack frontally the Iroise brand itself. She has served here as a basis for reflection and an example for a number of cases and examples that we meet regularly around us. This short note aims to balance and perspective that writing, and the mark will not feel directly affected or called into question as such. Voila. It had to be clarified.