Sometimes preparation and opportunity meet under surprising circumstances. It's pleasing when it happens. Such was the case recently as I reflected on the best approach to launch Snuggle Helper® for the commercial market. 

The issues needing addressed weren't numerous, but they were challenging. The primary obstacle was to conceptually present a safety-related product which addresses a little-known phenomenon to the general consumer market. The content needed to be concise, accurate, and informative, yet introduce a new class of consumer product without burying the reader in an avalanche of tech speak or marketing buzz. How does one go about doing that? A bevy of supporting information needed to be shared to establish the basis of product need. However, the web-based rules of thumb apply: Get your information across in x seconds (x being some number < 10; it varies by expert, but all agree that 10 is way too long). Don't bury the reader in verbiage.  Keep it crisp.  Make it easy to buy, etc.

How does one surmount this?  My own faith in the product can't convey to others purely via osmosis. I wish it could. My engineering background remains grounded in unshakeable faith of documenting an approach and relying on the diligence of peers to assimilate specifications, designs, etc and raise questions when warranted to ultimately reach an agreement.  To a large degree, I've been spoiled, because that pesky "<10 seconds rule" pretty much blows traditional engineering approaches out of the water, especially when one must elicit rapid intuitive responses from potential
customers.  Consequently, my analytical disposition led to a short term becalming until inspiration struck. 
 
That inspiration originated from Sally, my wife. Most who know us wouldn't be surprised at that.  We were traveling over the Christmas season when Sally noted a young mother with a young infant in an airline terminal at LAX. Sally exclaimed that the product is perfectly suited for air travel.  I acknowledged her observation as I wrestled with a business related email as made our way to our destination. Fortunately, Sally had formulated a concept that persisted with me; it was just that my less flashy mind took awhile longer to absorb it. As I reflected later on the general marketing challenge, it became clear that if you have to work to convince a potential buyer of a problem your product solves, you've pretty much already lost the battle to win their business. I don't know what that was so hard for me to grasp, as I tend to intuitively live by that rule as I eschew new products all the time; even good ones.  I had just attributed my behavior to my frugal nature instead of considering myself consistent with a mainstream consumer mindset. 

Alas, as we refined our approach for capturing the attention of the general consumer, the proverbial light bulb finally turned on.  Recall the young parents we've all sat nearby on innumerable airline flights.  Moms or dads held their baby as any good parent would do, subverting their own comfort for that of their child. That
parental responsibility is nearly archetypal in nature; there's little need to explain it or convince others of its existence. Alas, an intuitive niche! Consequently, we've developed new air travel content to highlight this opportunity. We went live
today with that travel content alongside a new search ad campaign. (Check it out at
infant-guard.com/air-travel.)  We have competitors out there, but none are our equal in terms of utility, portability, and value.  

In short, the engines are revving. Off we go!

Andy G.


 


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