By Andrea Goulet
You’d be hard pressed to find a Guinness drinker who prefers Guinness from the bottle. Even with over $13 million in research dedicated to the “widget” that injects nitrogen upon opening, die hard drinkers will tell you it’s just not the same.
According to Adweek, Guinness has developed a new technology to bring the bottle one step closer to the draft experience. The “Surger” is a $25 appliance for bars that
“serves the import from the bottle or can rather than from the tap. After Guinness is poured into a glass, the pint is placed on the Surger. The bartender pushes a button to activate sound waves, which course through the liquid creating gas bubbles and ultimately the familiar cascading effect typical of a Guinness pint poured from draught.”
Cheers to Guinness for 1) understanding their target market’s wants 2) developing a creative way to help bring them what they want.
This outside the box thinking need not apply to only products. Professional services can follow this same model.
For example:
A law firm may discover their target market would prefer paying one lump sum instead of an hourly rate so they introduce project pricing to set them apart from the crowd.
An accounting firm might find that the biggest pain their clients feel is in the gathering of the paperwork – so they create a “house calls” package to help their clients gather the proper information.
An IT firm could dig to discover that a growing number of people are switching to Unix or Macs – so they develop a service that specializes in PC to Mac applications, training and support.
The ideas are endless. And if you need help coming up with some great ideas, you could always crack open a few Guinnesses with your friends to brainstorm.
Filed under: Marketing | 1 Comment
Tags: accounting, Branding, guinness, IT, law, Marketing, product development, professional service
I like the new site and that you have a blog now. However, the information here could be a bit meatier and not so obviously self-serving.
-itsme