So, it’s back.
Last week The (Celebrity) Traitors rode back into town.
If you watch it, you will know the premise. If not, here it is…
A group of contestants are brought together in a fancy castle in Scotland. They all sit around a round table. The host (Claudia Winkleman in the UK) slowly walks round the table.
If she taps you on the shoulder you become a “traitor” (usually 3 of the 20 or so people.) If she doesn’t you are a “faithful.” Then the game begins.
The job of the traitors is to remain undetected. Each night they can commit a ‘murder.’ Getting rid of one of the faithful. The job of the faithful is to identify the traitors. Then banish one of them at the round table discussion each day.
The last one(s) standing at the end of the game win.
The premise makes for a big difference between the viewer and most of the contestants.
The viewer knows who the traitors are. The faithful don’t.
So, you sit watching a faithful defend a traitor at the round table screaming “NO… how can you not see they are a traitor.” Followed by another long scream as a faithful attacks a faithful.
You can’t believe that they can’t know what you know.
Why are we talking about this? Well, in the FMCG industry we have a lot of knowledge. We know everything there is to know about our categories and brands.
Because we know, we assume shoppers know.
BUT… most shoppers don’t. They know much less than we know.
We are the viewers watching the show. Knowing who the traitors are. Who the faithful are.
Shoppers are the faithfuls. Trying to work out who is who.
To change this we need to close the knowledge gap. The gap between what we know and what shoppers know.
To do this you need to focus on the 5 fundamentals. The key things a shopper needs to know to buy your product.
WHAT it is. This is about spelling things out. It’s particularly important for newer categories, segments or products. Think Huel “this is a meal.” Think “0.0%” as the identifier for alcohol free.
But it’s not just about new products. Coke Zero changed their name to “Coke Zero Sugar.” Pepsi Max is consistently reminding shoppers it has “no sugar.”
To buy you, shoppers need to know what the product is.
WHY it is good. This is about identifying your main benefit. Something that matters to enough shoppers. Think cleaning power in laundry or taste in drinks.
Then dramatising that benefit. Think Ariel “2x the stain removal” or Rubicon “squash so tasty it would sip itself.” Say something important. Say it in a differentiated way.
To buy you, shoppers need to know why the product is good.
WHEN to use it. This is about focusing on a lead usage occasion(s). This “when” gives your product a role. It gives shoppers a reason to buy your product and an occasion to use it.
Think Colman’s “meat needs mustard.” Think Soreen’s “lunchbox loaves.” Think Old El Paso “Fajita Friday.” It could be a day of the week. A type of meal. A routine “use after every shower.” If you don’t have a “when,” find one.
To buy you, shoppers need to know when to use your product.
HOW to use it. This is about making things really easy for shoppers. Easy to use (when using) AND easy to understand how to use (when buying.)
Think “just add water.” Think “pop in the microwave for 2 minutes.” Think “spray, massage in, brush out” for Dry Shampoo.
To buy you, shoppers need to know how to use your product.
WHERE to find it. This is about directing shoppers to your product. Which stores. Where in store.
Many new products are hybrid products. They take properties from more than one category. It’s often not obvious where to find them. So, tell shoppers.
Do it for all products – new or established. The more specific you are the easier it is for shoppers. So, “find us in the dairy aisle” is good but “find us next to milk” is even better.
To buy you, shoppers need to know where to find your product.
There is a BIG gap between what you know and what shoppers know. You need to close it.
They are at the shopping round table. Deciding what to pick.
Help them make the right choice.