This monthâ??s Billings GKIC meeting was quite productive and appears to be making progress as an instrument of change for several small businesses. It’s quite rewarding watching that happen, much less helping it do so.
One of the things that came out of last night’s discussion was â??Organic Waterâ?. Seems kind of silly on the surface, but it sends the message some people want to hear. Some people are downright fanatical about their water.
If water is an essential ingredient of your business product or process, seems like you might want to make a big deal out of it.
As you might expect, the cleaner it is, the better the product. And as you might expect, few customers really understand exactly how much impact it really has. Sure, no one is going to use pond water to make a fine chianti, but taking it to the next level – ie: filtering it well beyond the level of home water filters wouldn’t be the first thing you might think of to make a substantial difference in a beverage.
Still, one manâ??s clean water is another manâ??s pollution. If a business uses special water filters and goes to extreme measures to purify, clean and test their water before using it to create their product, it has an automatic advantage over the company using plain tap water – in the minds of those who DO care about their water.
Whether the advantage is real or not, it is certainly perceived, once the concept of organic water is explained.
Think back to Claude Hopkinsâ?? promotion of Schlitz beer and their 5000â?? deep artesian wells, steam cleaned tanks and so on. His work positioned Schlitz ahead of all other breweries, simply because Schlitz went to the trouble to mention what they did. Coors tried the same thing with their Rocky Mountain water references, though they weren’t wise enough to take it to the level that Hopkins did back in 1911.
See, most people likely donâ??t know water makes a difference in a beer, a cup of coffee, or a Diet Coke.
Until you tell them. Show them. Educate them. Make them into better consumers of your product.
In the case of beer, Hopkins knew most people didn’t know that brewers clean their tanks every day, nor that the water they use comes from deep artesian wells, and that it’s filtered (well – except for that “cold filtering” everyone talks about in their beer ads these days – but that was 1911).
Once you tell your customers and prospects about this sort of thing, you set the expectation that EVERYONE should do that. Doesnâ??t matter that everyone may already be doing so, it matters that you tell people that YOU do. Makes them wonder if everyone ISN’T.
If you set the expectation, establish a new norm, everyone else either has to toe the line, say â??me tooâ? or look like they are using â??dirty waterâ?. Not exactly the image you want.
Organic water. Nothing but H’s and O’s Can’t get any more pure than that 🙂