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product marketing

Post Written By Sandie Glass, Owner of Innovation ROI

A Strategic Full Service Ideation & Research Company

So tell me, have you tried any of these Product Marketing creative tips, techniques, and tricks that we’ve been sharing? We’d love to hear how you are using them and if they are helpful to you, so please make sure you leave a comment below. And don’t forget, if you can’t seem to get anywhere using them, we are always here to help. Just send us a quick email and we’ll build upon your initial thoughts or give you some quick inspiration to help the creative juices get flowing. We want you to succeed!
We have lots more to share with you! We are now up to the letter “Q” in our A-Z of Creativity series. “Q” stands for QUIRKY, so let’s keep creating some great ideas!

Product Marketing Defined :

 

QUIRKY is defined as “having a peculiarity of behavior; an idiosyncrasy,” “an unpredictable or unaccountable act or event,” or “bizarre, eccentric.”
When I think of QUIRKY, some actors and/or characters in movies immediately come to mind. The one actor that always tops my list is Johnny Depp. Among the most notable characters he has played are Edward Scissorhands, The Mad Hatter a.k.a. Tarrant Hightopp, Willy Wonka, and of course, Captain Jack Sparrow. And how QUIRKY are those characters! I also think of the central character on the TV show House, Dr. Gregory House played by Hugh Laurie. He’s QUIRKY in the sense that he is an asocial medical genius using unconventional methods for diagnosis. I’m not a House die-hard fan, but this character is somewhat entertaining on the few episodes I happened to see.

It’s easy to identify this trait in people, but very hard to articulate QUIRKY when talking about a product marketing. Probably because it’s not necessarily the product that is QUIRKY, it is how it is packaged, marketed and portrayed on the TV commercial that leads us to this interpretation.

It’s also because brands usually start out as QUIRKY then become part of the mainstream. Here are a few QUIRKY brands I identified – see if you agree:

• Mentos – This candy-coated chewy mint is known as “The Freshmaker.” Mentos is infamous for its campy commercials where people facing day-to-day dilemmas eat Mentos and are subsequently inspired to resolve their problems in a creative, humorous way.

• Old Navy – Family clothing for the price conscious, the items themselves wouldn’t be considered QUIRKY, but the warehouse feel and kitschy, retro-feeling commercials give you that QUIRKY feel.

• Crocs – There’s no doubt these foam shoes have created a stir. You either love them or hate them! If you hate them, you consider people wearing them QUIRKY and at the very least fashion disasters. But if you love them, you probably consider them a little QUIRKY (in the sense you are showing your individuality), but very, very comfortable.

• J Peterman – A catalog and internet company that sells fashion and accessories through illustrated artwork, not photography, accompanied by long copy recounting exotic stories of how the writer came across the product using a travel and safari theme. Seinfeld parodied the company and owner in the TV series from 1995-1998 showing the QUIRKY nature of this brand.

• Wanted Snacks and Rellana Wool – Sometimes the product has a QUIRKY packaging design that sets it apart from the competition and gets our immediate attention. Here’s an example of what I’m talking about (see Wanted Snacks visual above).


product marketing

So how can QUIRKY work for your brand? Can this trait come to life through the product? What about the packaging or better yet the commercial? Push the different parts of your marketing mix to see how you can get QUIRKY into your product mix with authenticity. It won’t be a fit for every product, but it’s something to consider. It takes courage to set on the path of QUIRKY, but it definitely can set your brand apart from the rest – and get you some “hall talk” and easy PR!
Good luck and let us know what you came up with.

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