March 21, 2017
Dirt Devil has seven categories of products. Each of those categories has up to 28 different products within it. So it’s not enough to say, “You should buy a Dirt Devil.” That will only confuse the customer when they go to the website or march up and down the vacuum aisle looking for the recommendation. If there are dozens to choose from, how is the customer to know what’s best for her (or him)?
As Malcolm Gladwell so eloquently explained in a now famous TED talk, at one point in time, customers wanted choice. Diversifying it’s product offerings made Ragu a mint. Then there’s more recent examples about the paralysis of choice that indicates too many and customers will not buy anything.
We looked at some conversation research around the Dirt Devil brand and discovered that while we cannot pinpoint a correlation between too many choices and hard sales data in online conversations, we can observe how Dirt Devil customers refer to the products they use.
While the categories led the way — indicating consumers are more apt to describe their Dirt Devil in broad form — there were several attempts at identifying specific product names and models. AccuCharge and SimpliStick were among the top six results of product identifiers in our research. That could speak to strong branding for those products. But why don’t others emerge? Does the brand divide its marketing among different agencies or marketing initiatives? Is that why some standout and others don’t?
Online conversations my not tell us the answers to those very specific questions, but a hearty conversation internally might.
And is it more beneficial to have everyone referring to Dirt Devil stick vacuums as such rather than in hodgepodge ways of reference? One hundred people shouting praise on a Dirt Devil stick vacuum is probably more beneficial than 24 complimenting the SimpliStick while 15 talk about the Power Stick and nine refer to the Power Air Stick, right?
This exercise is not to imply that Dirt Devil has a branding problem or unnecessary confusion among consumers about what products they offer. It is simply a way to open a dialog about the Paradox of Choice and whether or not branding initiatives could or should solve for it.
Word-of-Mouth Marketing is up to 200 times more effective than advertising, according to the Word-of-Mouth Marketing Association. Shouldn’t your brand’s conversation focus then be on unifying how people talk about you so you can deliver a more consistent wave of conversation when they do?
It’s certainly good food for thought and something you’ll never get a grip on unless you’re studying the online conversation about your brand. If you need help doing that, drop us a line. We’d love to help.
November 16, 2016
There’s a spirits brand we’re familiar with at the Conversation Research Institute, not because they’re a client, but they’re a favorite for us when we break for a drink at the end of the week. Their marketing is not unlike other sprits brands in their category. It’s focused on tradition, heritage and quality. It’s aimed at men and of a particular status in life.
Honestly, you could take one of about two dozen brands in this category and put them in the same advertisements or even social media posts and, generally, the communications would work.
But we did some snooping around the conversation about the brand and found something interesting. The professions of the people who talk about the brand don’t exactly align with who the brand thinks they’re talking to.
Over the course of two months time, almost one fourth of the authors talking about the brand online listed themselves as artists. While certainly more research needs to be done to determine what type, what gender, how serious and the like, if you are targeting your messaging at male executives, does this data not give you pause?
Yes, 15 percent of the authors talking about the brand fall into the executive label. But the labels of “artist” “teacher” and even “journalist” add up to almost half of the online conversations about your brand, don’t you think segmenting and targeting them could result in more, bigger or better?
Conversation research isn’t just about finding sentiment and tone. It’s about uncovering insights about your brand that help you make critical marketing and business decisions. This particular brand of spirit is missing out on a huge content marketing or even targeting paid spend potential if they aren’t paying attention to the data that conversation research can unearth.
More can be had for your brand. Let us know if we can help.
October 24, 2016
Understanding how conversation research data can help your business is certainly your first step in knowing what to ask for, who to ask it from and how you might approach discovering insights for your brand. There’s high-level data that points you in a general direction, then specific, granular research that can point to specific insights that help you make decisions.
I recently had the honor of sharing information about conversation research to the audience at TBEX, the world’s premier travel writing and blogging conference, in Manila, Philippines. In preparation for that talk, I recorded a little video to share some of the differences in high-level vs. specific insights with you. I also talk a bit about a specific example of a high-level insight that led to answers at a granular level.
So, what questions do you have about your business or industry that the consumer conversation may answer? I’d be happy to tell you as a response how conversation research may be able to help. Go ahead — the comments are yours!