Small talk

I visited the Apple Web site today to discover two words on the home page, “Small talk,” with a hand holding up a tiny silver rectangle. My initial goal flew out the window (I don’t even remember why I was visiting the Apple site to begin with.) Instead, I started to click around to find out more about this shiny new product, the newest iPod shuffle. 

I already have an iPod and no need for a new one… but this little guy (and boy do I mean little) caught my attention. Not only is it the smallest music player around (the earbuds are about the same size as the shuffle itself), it also boasts the new VoiceOver feature. With the press of a button the iPod will tell you about the song you are listening to. 

Sold.

I already have a fun enough time typing random phrases into text-to-speech programs… and I figure my goal will be to fill the 4GB of space with as many lengthy, foreign or oddly spelled titles as possible. (Apple claims VoiceOver will automatically select the proper language and voice for foreign titles and artists.) 

I’m not one to collect tech toys, but this one really hooked me. I’m almost ashamed of myself! In 10 minutes, I went from not being in the market for a new mp3 player to pondering whether to have my name or a small quote engraved on the back of my new iPod shuffle (I chose “A witty saying proves nothing.” – Voltaire).

Apple quickly turned me from a casual browser to a customer with their innovative products, sleek design, to-the-point copy and free shipping. Now that's genius.

Creating a Niche - Toothpaste

With few, if any exceptions, every human in the developed, civilized world has his or her brand of toothpaste. What's yours?

I've been a Mentadent man for about the past 15 years. It's a happy marriage. I am not looking. And I'll bet you are not giving much, if any, thought to switching your brand of toothpaste.

Given such market conditions, how does a consumer products company sell more toothpaste?

They have to create a niche. And, out of the nothingness comes "Night Time Toothpaste."

I didn't think I needed a night time toothpaste. But Crest thought I did.

Crest didn't set out to convince me to drop my regular (i.e., daytime) brand of toothpaste. They did not attempt to out-mint or out-whiten the competition. No, they totally avoided the notion of competing along the same tired, old "battle" lines.

And indeed, that was a wise marketing decision, because I would not have switched ... and would not have done anything new. Instead, they created this new category of night time toothpaste. It's a whole new space, really.

Crest caught me off guard. I thought, Maybe I do, in fact, need a night time option. So the other day at the supermarket, I purchased a tube of Crest Night Time Toothpaste. I'm giving it a trial on the pearly white for a couple of weeks. We'll see how it goes. If just one half of one-percent of Americans do what I've done, Crest will sell a million-plus tubes of its new product. And that's a start. Those are incremental sales for Crest, in an otherwise stalemate market.

Kudos to the toothpaste marketing geniuses for creatively finding a niche and filling it!

Possibly the Coolest Thing I've Ever Seen!

Have you seen the new Surface from Microsoft? Words will not do justice. I urge you: go have a look right now!

Once you've seen it, tell us a few of the amazing possibilities that you see for this new technology.

Thanks to Mapleonian Emily Woodson-Tucker for always spotting the coolest of the newest!