1. Give the disadvantages of the unique property
Β the company has received a batch of apples, smashed by frost and covered with black spots. The products were intended for distribution to customers since the manual was already in use. But the manager just sent them to customers and added a letter: “Pay attention to these spots. They indicate that apples are grown in the mountains, with abrupt changes in temperature. Thanks to this, apples acquire a characteristic for their juiciness, flavour and aroma. If it seems that everything we said does not correspond to validity, you can send all the goods back. ” Of course, none of the customers returned the apples.
2. Stay in the eye
When the first product catalogues appeared, they were not sent by mail yet but were sold in bookstores. There were too many catalogues and the traders folded them in a stack. The catalogues were of the same format, and the stacks were strong, and the buyers were not even able to raise them – they were superior. Seeing this, the publisher 3Suisеs halved the format of their catalogues and the sellers were forced to put them on top of the stack. Thanks to this, it would seem that the uncomplicated trick of the case of 3Suisses quickly went up the hill.
3. Benefit from your own mistakes
So, because the apli pocter on its soapy plant kept one of the vats on fire longer than usual. Β bubbles have formed in the soap mass, perfume has evaporated. It turned out to be uncommonly white, odor-neutral and very light. We thought to pour the contents into the cesspool, but at the stage of cooling it turned out that the soap does not sink in the water. Then he created a new brand of soap – Ivory and began to sell. The nice housekeepers, who had found remnants at the bottom of the sockets, then went to Naples with a novelty. This “error” caused about 7 million dollars!
4. Create a vision of care about people
Β In 1929, the first cartoon hero appeared – the moryak apay. Β every new cartoon apay defeated the evil of Bluto, because he ate spinach that energizes a person with a superpower! America has never seen more powerful propaganda of a healthy lifestyle. As a matter of fact, Spinach Can in the form of care for the health of the American
5. Make everyone talk about you
Operative director of the agency Crispin Ρortеr + Bogusky Aleks Bogusky in 2001 received an order for the distribution of Mini-cars. The story told Boguski that there was no sense in going on TV: the best time for advertising (during the broadcast of the final of the Super Bowl for the American TV movie). Then he conceived a routine manoeuvre: he bought out a few trolleys in different places of the stadium and placed them on them with a Mini Cooper. Β In total, all sports TV channels found it long to devote Mini a few minutes to their broadcasts.
6. Set up the effective demo
Β 1957, the company Sony, in the heat of the moment, announced the dawn of the era of pocket technology and announced the release of a portable radio receiver that could be When Sony engineers built a receiver, they found out that it does not fit in the pocket of the standard shirt. Then it was decided to distribute the receiver with the help of the combo players who monitored the product. It was not difficult to do this: for each of them, Sony sewed special shirts with an increased pocket! Β the first day 4000 receivers were bought.
7. Unit of the brain plug
Β 1957 the American company Henckels released a batch of convenient knives for cleaning potatoes. The first party was bought for a week, but then the legs stopped taking – they were so good that the hosts did not change them for new ones. The advertising agency of Bruce Bapton, within 16 hours, issued their accusations with the words “knives”, “potatoes” and “cleaners”. One of the smokers suggested a genial solution – to paint the handles with knives in the colour of potato peels. This came to light: the housekeepers randomly began to throw their knives together with the leather and rush to the store for new ones.
8. Make the way to the departure
On April 1, 1961, the Swedish TV people announced that “the black-and-white screen of your TV can be turned into colour by pulling on a small Β That same evening, thousands of TV viewers rushed to the store in stockings. And the next day – we went to the building of the TV set. Ηo the workers of the TV-setter, with the premeditated smiles, distilled from their advertisements to the whole country, it was just a joke! The deceived women only had to start wearing nylon stockings. With time, the novelty has even gone into fashion.
9. Combine competitors
Β In 1890, the owner of the ferry company Checter Deets, who sold a white salmon, came to the circus agent Phineac Barnum. Β at that time all America was already inscribed with a poppy locust. The white fish on the background of the salmon looked not fresh and was running poorly. For 15% of the future handouts, Barnum found a simple solution – he offered to put the fish into cans with the inscription: “The only rake, which does not supply” from the download! Concepts began to be sold so well that the plants did not work. Gonopapa, born of the idea, had enough for Barnum until the end of his life – however, he died in 1891.
10. Guide the news on the ground
Boeing designer Sottsacc after the first world transfer to the Apennines and set up for work in the company Οlivetti. The first order was an update to the alarm clock design, which was poorly sold. The artist went to the store and found out that before buying an alarm clock, everyone checked it for all. The lightweight models of Οlivetti did not inspire confidence. Then he put a piece of lead into the alarm clock and the sales went up.
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