Last week, we uploaded a short episode of our podcast that highlighted a case study I was told about A-1 Steak Sauce. We shared how the brand manager allegedly uncovered a hidden secret about their consumers’ behavior that resulted in a small change in their label. The small change they made in their label ultimately generated a bump up in sales.
If you haven’t read the blog post (or listened to the accompanying podcast), you can do so by clicking here. To be honest, it’s worth checking out. Seriously.
The response to that short podcast episode was such that we decided to do another quick, easy-to-listen-to episode that highlights how Valvoline leveraged a hidden consumer behavior to bump up their sales and revenues.
Valvoline realized that some people (me included) were never going to change their oil on a regular cycle. (As an example, I believe I’m supposed to change my oil every 5,000 miles, but only change it every 10,000 miles. D’oh!)
Valvoline had two choices regarding my errant behavior. The first choice was to spend a ton of money in marketing to try to get me to change my behavior. (Yeah, right.) The second choice was to accommodate my behavior and create a win/win formula that a) generated more revenue for them, and b) made me feel better about my bad behaviors around my oil changing schedule.
Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, an Atlanta-based advertising agency and digital marketing firm that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe. You can listen to The Jamie Turner Show podcast by visiting iTunes or Stitcher.