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Gary Hennerberg here, marketing consultant to organizations who seek a marketing turnaround
... or help launching new products, using our proven methods that have generated sales
increases of between 20 and 60 percent. In this video we share with you how we identified
the unique selling proposition for a product, and by repositioning it, we increased sales
by 60 percent. The client is Collin Street Bakery, known
for its DeLuxe Fruitcake. Their product is sold in dozens of countries around the world.
The marketing problem was that response from prospective customers had been dropping. So
a marketing makeover and turnaround was in order.
But even after testing various approaches, a break-through approach had yet to be discovered.
One day over lunch with the client, we ordered dessert. Since Collin Street's fruitcake is
baked with an abundance of pecans, we ordered a pecan pie. Our client remarked that the
restaurant's pie was made with commercially grown pecans.
The Bakery used native pecans. So I researched native pecans and learned
they are grown on trees along specific streams and rivers in the south, requiring certain
soil and water conditions, and because the pecans were smaller in size, they were actually
more flavorful. What was born from this research was a repositioning
of fruitcake to native Texas pecan cakes. The direct mail package repositioning began
on the outer envelope with a decidedly Texas theme. The letter told more of the story about
the source of the pecans, and a full-color brochure featured photos and descriptions
of native Texas pecan cakes. The order form, really a gift list, was redesigned with the
user in mind. The package was so successful that it was
mailed to millions of consumers in the United States, and abroad, and was translated into
Spanish, German and Japanese. When you're ready to turnaround your results,
or launch a new product, among the first steps is to establish your unique selling proposition,
and use it to position your product for maximum sales impact.
When you need a new perspective and strategy, contact us so we can discuss how we can help
you, too.