There is one constant in the onward march of consumerism: convenience.
People will inconvenience themselves to get greater convenience. Spend hours in the car, battling traffic and looking for a park, to get to a store to buy a device that will save time and effort.
Labour saving devices. We'll buy any amount of stuff to save making an effort. Then we buy a gym membership so we can pay to make an effort.
How does your product make life easier for buyers?
How could you change it to offer more convenience?
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Marketer of the Decade (Again)
Michael Kiely is a Hall of Fame marketer. He made his name as a multi-award-winning creative director and copywriter. He forged a career in brand strategy. He innovates online campaigns - creating the Online Campaign of the Decade (pending) in the famous "Adopt A Sheep" program. His career client roster features Toyota, Lexus, Macquarie Bank, American Express, Fuji Xerox, Australia Post, and numerous other top echelon brands. He won 12 US Echo Awards, ADMA Awards, a Caples Award, and a Chicago Direct Marketing Association Award, plus several David Ogilvy Awards before he stopped entering awards. He has been a panel judge on numerous award systems in marketing. He has been a keynote speaker at many conferences around the world. His thoughts on marketing have been highly valued by marketing professionals and readers of Marketing Magazine for more than 20 years. He has time available for advice and projects and would welcome your enquiry.
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