Sitting on Wooloomooloo Wharf yesterday afternoon, watching the sun go down with a television journalist from the ABC, our discussion turned to consumer behaviour and creating demand for products that become a must-have in our everyday lives.

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"BO (Body Odour) was a thorn developed by marketers to sell powders and deodorants," she said.

Originally founded in 1865-70, deodorants are applied to the body to suppress or mask odour of perspiration or other body odours (source: World English Dictionary). The use of deodorants makes sense, but if no-one decided that you could actually suppress your natural body odour, everyone would smell the same and no-one would know the difference.

Mum, one of the most famous deodorant brands was founded in 1888, by an unknown inventor from Philadelphia and was the first ever commercial product. The first ever anti-perspirant aerosol deodorant was launched in 1965.

The story behind deodorant is interesting because it makes so much sense. When we had record players, we didn't know that they needed to be replaced by a CD player and now by an ipod - but clever marketers did their jobs really well, and now, there are not too many people around the world who don't have an ipod or iphone in their homes.

Creating a need for your product or service, if it is unique is clever marketing. In small business, many entrepreneurs don't get the cut-through they are looking for, because they forget to go back to the basics of marketing, to be able to capitalise on the future of marketing.

Many of the world's most successful business people have researched great wars and great leaders to get take-home value that they use in their leadership of companies and countries.

So, why don't small businesses spend more time researching how some of the products that have become successful over the years, became successful? It makes sense to me.

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Mellissah Smith

Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.

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