Why dilute expensive whiskey with ice when you can chill it with a cube of frozen soapstone?
When a group of entrepreneurs suffered from having their expensive whiskey diluted with ice cubes, they knew they had to fix a problem. They took a commodity and made it into a high margined sensation by giving it a purpose.
When you can reposition something ordinary that you sell (quarry stone) and get 25 X the price, why not focus on this new market. By repositioning quarry stones and solving problems for hipster whiskey drinkers, a business was born. Sipdark.
Repositioning
Could the products you sell today be repositioned into a new market? Could you have something of great value with a new group of customers where you solve a nagging problem?
- Someone saw extra thick extruded pipe foam and a pool noodle market was created. (Credit goes to either Kid Power, Jakks Pacific or some elusive inventor in Canada)
- Someone saw empty guest rooms as an alternative to the hotel room (AirBnB)
- Someone saw empty wine bottles and thought all that glass could be reused for candles (Unwine)
Maybe the markets you are chasing are drying up or dying off? Sometimes it takes outsiders to help you see the opportunities. Great marketing can be as simple as seeing a new problem that your product could solve.
Is it time for you to tell a new story to a new audience?
Let’s get a drink and talk marketing. Text me at 919 720 0995.
Photo: Sip Dark Company
