Reality TV shows such as X-Factor, America Idol, Big Brother and so on are teaching us in a very vivid lesson in the difference between "winning" and "succeeding". It is all about having a sustainable offer or product that goes past just generating excitement and trial.
As you look back over the history of reality TV shows like X-Factor, you will find that that the actual “winners” of each series (and as at time of writing this there have been 7) have usually not been as successful over time as some of the other participants who ended up lower in the rankings. In the case of X-Factor, only 2 of the winners still even have recording contracts (with the most recent winner still to have their album released).
For me it highlights the importance of “repeat” purchase, and that to succeed as a brand you need to do more than just get “trial”. You need to have constant repeat to have a sustainable business.
It is actually quite easy to get and generate trial of your product or service. If you make enough noise, spend enough and create enough excitement you can get trial. This is the equivalent to winning a reality TV show where your story or momentum may rally behind you and drive you to win – not always for the right reason. In the case of X-Factor that momentum and noise usually means that winner’s single heads to number on.
But the real test is what happens and comes next. Do people buy that artist’s next offer when there is less noise, less volume of promotion?
We have seen that people who do not win often do better on this front, as they perhaps are more focused on the product they offer and creating their own differentiation and uniqueness. They rely more on their offer than the hype alone. They have to build a true loyal base of fans and supporters. This is the key to sustainability.
I think this is true for all marketers (not just those managing artists from reality TV shows!). It is easy to get trial with enough activity and creativity. But what you really need to strive for is REPEAT. This is what makes you succeed and successful. I have seen many brands through my career where a great and breakthrough TV ad, some great PR or promotion drove huge trial, but soon after they had worked through everyone that was going to try the product, the product cam grinding to a horrible halt and dies. Think of brands like Sunny Delight that got huge trial through advertising positioned it as healthly for only people to find it was not, or Persil Power that through huge launch got huge trial for people to find it ruined their clothes over time.
We all need to focus on if you have an offer that is going to get repeat purchase or usage. For without that all the time, energy and spend in creating tools and activities to get trial are just not worth bothering.
I do think marketing people do not spend enough time on repeat. The obsession with launching new things and lines helps to fuel this, as for too long people can hit their sales numbers by selling in – but it is sell out and off-take that determines success.
What do you think?
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