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An Idea A Day by David Thompson

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MARKETING

EDUCATE YOUR CUSTOMERS

Jim Blythe

WHEN A PRODUCT is new, and often when it isn’t, people need a certain amount of help in working out how to use it. This goes beyond including an instruction manual—sometimes there are circumstances in which the product might be used differently from the way it has been used in the past. For example, Heinz Salad Cream is now promoted as a recipe ingredient, as well as for its original use as a salad dressing.

Showing the product in use is one thing—showing it in the use context is another, and sometimes people need to be given a whole new idea for an activity involving your product.

The idea

During ...

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