Extending the Product Life Cycle; The Evolving Product Claim

Mike HardmanMarketingLeave a Comment

Surely we’ve all seen the Cialis commercial where two people are in a bathtub looking out at the sunset, hoping that the male won’t suffer from erectile dysfunction (ED). Then the ad calls out that the product can help manage benign prostatic hyperplasia (PBH).

This got me thinking about product claims.

When consumers compare products, what are they comparing? They’re comparing a product’s claim, right? So it should follow then that making claims is the first step in defining how well a product not only meets the needs of a consumer but also — and maybe more importantly — creates a preference. What I find particularly interesting is how products, like Cialis, find new claims to help extend the life of their products.

If our product is amazing, we need to be able to prove that. Using these claims can be a powerful part of our marketing strategy. A sound marketing strategy, therefore, seeks out reliable sources and proof to substantiate its claims. We do this through product trials. If the product performs, we’re on our way to sustainable results through consumption. At least initially.

But how do we sustain this preference?

For Cialis, a new treatment brings new potential. For other products, the claims may actually evolve. For example, the claims made by Quaker Oats have evolved as our interest in health has grown: from a product that is “more nourishing than wheat-based products or meat” to Wilford Brimley assuring us that eating Quaker Oats is “the right thing to do” to today’s claim that Quaker Oats “helps remove cholesterol.” All for a product that started out claiming that its difference was the fact that it was “rolled.”

Both of these examples show how powerful claims can be in extending the life of the product – and how important claims are in meeting the needs of their consumer.

So ask yourself

  • What claims can I make about my product?
  • Do they resonate with my consumer?
  • Do they differentiate my product from competitive products?
  • Can I make additional (or new claims) that will extend the life of my product with the consumer who buys it?

As marketers, we often think we have to innovate our way into growth. But the answer may be right in front of you: finding new — or evolving older — product claims to make to make the sales you need to keep your product alive.

We can help. Contact me today!

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