The Best Buy Future Proof TV ad: what does it tell us about obsession about the newest thing?

The Best Buy Future Proof TV ad:







In the USA Best Buy Future Proof ad, they show a series of scenes where people have just bought a new gadget, phone, laptop and TV and see immediately something or someone talking about the NEWER one. It is a well done and entertaining ad, and probably has a great insight and frustrating about the way many people feel about technology.


But also likely about products in general, as there does seem to be a constant barrage of new products, improved products and something claiming to be better every day. In the beauty world, more than many, for example there can be over 300 new products or lines a year - so you could only be new for about a day. But is this constant drive for developing and bringing out something new important and key to success?


Here are some thoughts and observations.


NOT EVERYONE ARE EARLY ADOPTERS


The ad talks most to, and about early adopters. People with a high level of interest in the category, and with a high desire and passion for trying the latest and greatest as soon as it comes out.


The most visible of these, for example, are the Apple fans who will line up for hours to get the very new version or offer. But the vast majority of people, will prefer to wait to get the most proven, the most settled and the a product once it has been well proven and confirmed.


FOCUS ON BENEFITS


The one thing that strikes me in the ad is that the assumption is that people want "the newest" one in a category. But most people buy things for the BENEFITS they provide. It is key to focus on what your product or service promises to do for them. I guess it can be that "newest" may be a benefit for some (but again they likely to be the early adopter crowd as well).


But at the end of the day, we all need to remember that new alone is not the end gaol, the key is what benefit is your target looking for? What do they need? What is the gap or benefit that the others are not offering? How can you do that better than the others?


All too often we slip into the trap of advertising the reason to believe, or our sexy new feature or bell and whistle. But what consumers focus on is the benefit, the reason to believe helps close the sale.


In Beauty all too often, for example, when you listen to consumers on groups they will insist they always looking for the new thing, and try it. But data shows that is just not true. In beauty, while new products are a key part of sales, in many channels and for most successful brands, established products and SKUs are the bulk of sales and new products are the smaller part of the market overall.


NEW DOES NOT HAVE TO BE NEW. IT COULD BE NEWS!
I do think that we now that news will always stand out and be noticed. People LIKE to hear news. But news does not have to be something new, it can also be a new claim, a new story, and new benefit of the current product or formulation. I think all too often we under estimate the power of news versus new. It is also much less risky and much cheaper. Give customers and consumers new ways to think about your product or service. Keep it exciting.


Thoughts? 


Do you have any thoughts? Leave a comment on the blog. Where you will also find details of how to subscribe for email updates, follow me on Twitter and Facebook, or subscribe for the free podcast.

Tweet