Mary Schmidt Marketing Troubleshooter

I don’t know about you, but I loved the old Family Feud, with Richard Dawson. One of those guilty pleasures. And, it always went something like “name five things…” It was all about context. What you pack to go on vacation. What people do on Thanksgiving. And so on.

One reason Starbucks is so successful is their “context marketing.” They locate where people are going to be stopping in the morning - which means the customer should/ would also want to grab a cup of coffee. That means dry cleaners and so on. (Gas stations have caught onto this as well - offering coffee and breakfast.)

What if more companies thought like Family Feud? For example, an apartment complex could offer moving services, interior design help and even baby-sitting and catering for the day of the move. I dropped into a new complex recently and sure, it’s lovely (and expensive). They’d even paint an “accent” wall for me ($50). But, nary a thought given to the other things I’d want/need when moving (and after). And, given the very high rents of the complex, their tenants are likely able (and willing) to buy other services (relocating executives and wealthy retirees make up the majority of the tenants.)

So, here’s a list (of - um - five things) to consider:
1. What five things do people do when getting ready to go on vacation?
2. What five things do people do when looking for a new house?
3. What five things do people do while driving?
4. What five things do people do when listening to their iPod?
5. What five things do people do while drinking martinis? (You knew I’d have to list that one, now didn’t you?)

What are your “five things?”

P.S. Launched in the 1970s, Family Feud is still one of the top game shows, popular in many countries. Why? Well, my guess is: a. the concept is very simple; b. it connects with people on a real-life level. They can relate to the questions. And, it’s all (for the most part) good clean fun. No body parts need to be shown or bugs eaten.

Tags: business development, marketing, marketing troubleshooting