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Hung Out To Dry?

By Dr. Burt Smith June 10th, 2008

dryer.jpgHardly!

Their genius has spanned three centuries now, and they still get it! Check out:

http://www.bounceeverywhere.com/index.jsp

You’ll see how a great “old” company, Procter and Gamble, really makes great use of the World Wide Web! Using a website to help customers get the most from their dryer sheet experience! Superb!

You may be too young to remember this, but I sure recall how the Internet burst onto the landscape in 1995 and quickly took off! Upstarts like Amazon and Yahoo quickly took the high ground. Meanwhile, entrenched, established, respected, maybe even a little stoic, blue-chip companies like General Electric and Procter and Gamble just shrugged and said, “That’s interesting…but it doesn’t really fit our business model.” Then you youngsters came along! You who grew up with the Internet had all kinds of ideas for how the Internet simply HAD to be a part of the business model, and you went about demonstrating, or developing from scratch, ways to make this powerful media work in the promotional mix of the organization.

We’re still learning how to best utilize the Internet, and all its derivatives, as part of our marketing mix, but the question about whether or not the Internet needs to be a part of our marketing mix is no longer valid! It HAS to be part of our marketing mix, because our customer expects it! The question isn’t “Should we have a bricks-and-mortar, traditional, storefront business model or should we be entirely virtual?” The question is, “How can we best use technology to accomplish our purpose?”

And your customer has the answer!

Julie Boyd said -

Thanks for the link in this post, Burt. I love new uses for old things as a marketing tactic (and as a way to recycle). I quickly emptied my Bounce dryer sheets box by using them in several ways mentioned on the Web site, thus prompting me to buy another box earlier than normal. As a marketer you have to appreciate that!

June 17, 2008 @ 1:12 pm