14/05/2022
Business done right. Talk to your customers!
UPSIDE-DOWN BOTTLE: SIMPLE BUT A STRONG CAMPAIGN FROM HEINZ
In the 2000s, Heinz ketchup was very popular in the UK and had more than 60% market share.
However, many customers are still "frustrated" with these products because they have trouble getting the sauce when the bottle is almost empty and are forced to turn the bottle upside down. After conducting the survey, in 2003, Heinz discovered this brief insight: "Customers want to squeeze every last drop out of the bottle to get the most out of their money, and not to get frustrated because they wasted delicious food unnecessarily."
In 2003, Heinz decided to switch to an upside-down ketchup bottle with this pivotal discovery. The results were beyond imagination when only one year later, the product had sold a total of 7 million bottles, more than three times the expected figure of 2.2 million bottles. Heinz's upside-down bottle model has also become a rule for industry players to follow.
The story is straightforward about what a business can do with a good, proper, vital insight.
In Heinz's case, insight was the reason behind the customer's actions to turn the ketchup bottle upside down.
However, it isn't easy to find customer insights. Marketers must "really wonder what other people wonder and know how to look at life with compassionate eyes". However, there are six techniques below to make it easier for marketers to find customer insights:
- From themselves: Marketers can use their experiences and prejudices to find insights. This may not be the case, but it should always be the first thing that comes to mind.
- Indulging: In many cases, it is necessary to meet customers directly and talk to them to really find out the problem. - Listen carefully: You have to put everything in your head to listen to the customer and empathize, not to listen to answer or even listen and wait for your turn to speak.
- Clues from culture: A lot of insights have clues from culture because the culture of each region is different, leading to different lives and different stories. Use other people's data: In many cases, marketers can use other people's research or reading books to find problems instead of doing it automatically.
- Daily chit-chat: There are stories read in the newspaper a little, in Google a little, and on social networks a little, but if you pay attention, marketers can earn a lot of live material and get insight.
