{"id":784,"date":"2009-06-08T12:23:00","date_gmt":"2009-06-08T17:23:00","guid":{"rendered":"https:\/\/www.nashvillewraps.com\/blog\/?p=784"},"modified":"2024-03-08T08:33:34","modified_gmt":"2024-03-08T14:33:34","slug":"retail-marketing-and-the-purple-cow","status":"publish","type":"post","link":"https:\/\/www.nashvillewraps.com\/blog\/2009\/06\/08\/retail-marketing-and-the-purple-cow","title":{"rendered":"Retail Marketing and the Purple Cow"},"content":{"rendered":"

\"PurpleOur Sales Rep Laura Turner recently toured the home offices of Zappos near Las Vegas (I\u2019ve blogged about this amazing online shoe company before \u2013 see Taking Care of Your Customer<\/a>). While she was there, Laura received a book titled Purple Cow\u2013Transform Your Business by Being Remarkable<\/em><\/a> by Seth Godin. This \u201cPurple Cow\u201d concept is one of the reasons for Zappos\u2019 success. Besides their incredible sales growth, Zappos debuted at No. 23 on the Fortune Magazine list of the Best Companies to Work for \u2013 making them the highest-ranking newcomer.<\/p>\n

So what is a Purple Cow? and what principles drive Zappos\u2019 success? The idea is that cows are boring, but a Purple Cow \u2013 now that\u2019s pretty interesting! A Purple Cow company (or product) is truly remarkable<\/strong>.<\/p>\n

No matter how much you spend on marketing, if your product or service is average, you are wasting your money. The last decade of digital and noise \u201cpollution,\u201d as I like to call it, has made us a population that blocks out most advertising.<\/p>\n

Unless our product or service is remarkable and people need or want it, we\u2019ll find it tough to compete. We would spend money best on research & development first, and then on creating remarkable products or services, before pouring money into marketing. Find a niche or underserved market and then design a product for it.<\/p>\n

What does that mean for existing business and product lines? If you are in the gourmet cookie business, for example, make sure your cookies are out-of-this-world delicious.\u00a0You want people to be calling from several states away just to order them or Twittering all their friends about them. Choose packaging so unique and beautiful customers will keep it when the cookies are gone. I hope you get my point.<\/p>\n

How can YOU be remarkable? It begins with your merchandise. Is it unique, or can the same stuff be found all over town? Even the CEO of Target says they can\u2019t compete with Wal-Mart. However, Target has created its own niche by being the best at what they do:\u00a0 they seek out trendy designers to make exclusive home d\u00e9cor items, clothes and accessories at affordable prices. You don\u2019t get that same vibe shopping at Wal-Mart or K-Mart. Target\u2019s Purple Cow strategy, according to Seth Godin<\/a>, is offering \u201ccool products that appeal to people who both buy new stuff and talk about it a lot.\u201d<\/p>\n

It\u2019s not always about being the cheapest. It\u2019s about appealing to people on an emotional level, or emotional marketing. It\u2019s providing customers with unique merchandise in an attractive store that appeals to all their senses, then connecting with them on a personal level. Build relationships and provide over-the-top customer service.\u00a0Start a Facebook fan page or use Twitter to grow your social network. In today\u2019s impersonal world, people crave humor and genuineness \u2013 so keep it fun and real.<\/p>\n

In the era of Google, customers don\u2019t want to be sold. They want to research their purchases. When people are looking for you, make sure you have a searchable website that showcases what you do.<\/p>\n

Stand out from the crowd. Find your niche, offer a remarkable product, and then market it remarkably. Be that Purple Cow everybody is talking about.<\/p>\n

Buffie Baril
\nNashville Wraps <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Unless our product or service is remarkable and people need or want it, we\u2019ll find it tough to compete.<\/p>\n

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