9 smart business solutions
Business is like an action movie, with its own risks, crazy ideas, unexpected turns. Every company striving for success has many ways to make itself known, increase sales, and beat the competition. You can score on TV with your advertisement, you can paste over all free places in the city with posters with the appropriate inscriptions. And you can do much more original. We offer to read the 9 most interesting stories about how well-known companies have achieved recognition and fame.
Puma paid Pele to start tying his shoelaces a few seconds before the start of the 1970 World Cup final match. Naturally, a close-up of this process was broadcast, and the whole world understood whose sneakers are the greatest footballer on the planet. Such advertising turned out to be much cheaper and more efficient than if the managers of Puma decorated the entire stadium with the logos of their company, and this ensured the success of the German company for years to come.
In the seventies, only one person sold liquid soap - Robert Taylor from the USA.This was his invention, and he knew that this product had a great future. But there was a problem - everything that he sold could not be patented. The idea of liquid soap was not fresh, and people had invented the simplest pumps thousands of years before. So a few big soap makers would gladly steal Taylor's idea by smearing his tiny business.
Then Taylor decided to act and bought all the plastic pumps. Everything. There were only two manufacturers of these devices in the country, and he spent 12 million dollars, which was several times higher than the profit, in order to order 100 million pumps from them. To produce such a quantity of products, these two companies would need several years. So without having the most important part in the liquid soap - the one that distributes it, all of Robert Taylor’s competitors could only sit and bite their elbows in anger, watching his small company gradually seize the entire market. Two years after that risky move, Taylor sold his Colgate-Palmolive business for $ 61 million.
To lead a competitor
Herbert Dow founded Dow Chemical in Michigan when he discovered a cheaper way to produce chemicals.He sold them to industrial enterprises in the United States at 36 cents per pound, but could not enter foreign markets, as they were controlled by the German cartel, which sold the same funds for 49 cents. When Dow entered the English market, a German competitor responded by selling his bromine in the United States for only 15 cents. He hoped thereby to achieve the closure of the Dow Chemical. But Dow outwitted the Germans. Instead of lowering prices, he completely stopped sales in the US and began secretly buying German products. He repacked it and sold it in Europe at 27 cents per pound. Now Dow Chemical is one of the largest chemical concerns in the world.
Help the victims
On August 5, an accident occurred at the San José mine in northern Chile - as a result of the collapse of the rock, 33 people were bricked up underground and spent about 3 months in a stone bag before they could be saved. Oakley sent miners along with a pair of their own branded sunglasses along with food, water, and necessary things. When the victims finally climbed out, they had to wear glasses - after all, the eyes had lost the bright light for the entire time they were in the mine. The faces of the rescued miners in Oakley glasses were shown on all television channels and in all print publications, not counting blogs and Internet sites.
Do not cause suspicion
At one time, a Taiwanese company produced motherboards for Dell computers. Once, this small company offered Dell to assemble computers entirely. It was not clear what the benefits of this Taiwanese company were - no one finished an MBA there, but it was profitable for Dell, and they agreed. The agreement worked, and then the Taiwanese company offered to manage the supply chain. After that, they also wanted to develop their own computers. For Dell, it was all very good - less cost, more revenue. Dell could now do what it can - branding, and Taiwanese did all the dirty work. This system worked perfectly, and the managers of a Taiwanese company again went to the USA, but only this time they visited the office of the BestBuy chain of stores to sell them their computers, which were as good as Dell, but were much cheaper. Yes, and this company was called ASUS.
Listen to consumer advice
Earlier in tubes of toothpaste there was a very small hole - only two millimeters. Somehow Colgate urgently needed to increase sales, so they announced an open competition for the best idea.One person suggested increasing the opening in the tube. Then it seemed an extremely stupid and irrational idea, although in the end Colgate decided to take a chance and try. The result is known to anyone who has ever brushed his teeth - these holes are still large today. The salt was to increase the amount of paste consumed once by increasing the diameter of the hole. As a result, people often had to buy a new tube, and sales increased dramatically.
Act on the situation
Richard Branson, the founder of the Virgin, once rested in the British Virgin Islands. He had a ticket to a flight to Puerto Rico, which for some reason was canceled. Richard had to order a charter for $ 2,000. A little thought, he divided this amount by the number of seats on the plane, found a chalk board and wrote on it: "Virgin Airways: $ 39 for a ticket to Puerto Rico." After walking with this board at the airport, he quickly filled his plane with passengers. Upon arrival in Puerto Rico, one person told Branson, "Virgin Airways are not so bad — it would be a good business if you had better service." So he filled the plane, covered his costs and thought: why not really start the airline?
Play on image
The mark at the end of the emails “Sent from my BlackBerry” appeared at a time when these phones were quite prestigious - they were usually used by top managers. So this mark has become an advertising campaign, carried out without much effort. First, she told the addressee that the sender has the opportunity to use mobile mail. Secondly, she informed the recipient that the letter was typed in by the telephone keypad, which means that you can forgive typos and errors. Thirdly, in this way the world learned about how convenient it is to use Blackberry phones as a mobile workstation. And yes - people had the opportunity to disable such a signature, but they did not do that, which added additional advantages to the BlackBerry brand.
Make a mistake
In the late 80s or early 90s, telecom operator AT & T launched a large marketing campaign. Every day on TV announced that it was worth calling 1-800-OPERATOR, as you get access to cheaper long distance rates. The staff of its largest competitor, MCI, realized that people might not hear the word OPERATOR, so they registered the number 1-800-OPERATER. So they got customers from among those who made the wrong number while AT & T continued to pay for advertising.