The Tribune

By Scott Farrington

Years ago, a soft drink company set out to find which was the best cola in the US. Why? The company wanted to develop the best cola and completely capture the market. It spared no expense, and launched a massive research team to go around the entire US and interview as many people as they could. The company wanted to solve the question: ‘WHICH IS THE BEST COLA DRINK AND WHY?’

Back in the day, before technology and online research tools, can you imagine what an undertaking this was. The research company travelled the nation, town to town, city to city, and interviewed hundreds of thousands of people. Can you imagine the amount of paper they had to ship back to the head office, compiled and document? Wow.

Finally, after a year of compiling all this information, the research company was ready to present its findings. Now think about this. Can you imagine waiting an entire year, after spending hundreds of thousands of dollars? The cola company was chomping at the bit and could hardly wait.

The big day was here, and all the cola company’s executives from operations, marketing and sales were present. The entire executive team from the research company were ready. The big question was ready to be answered: ‘WHICH IS THE BEST COLA DRINK AND WHY?’

I can see it now, and certainly feel the tension in the board room. I can hear the Cola executive say: “OK, Mr Research Company, what’s the good news we have been waiting to hear for over a year now?” And here was the reply from the research company.

“Mr Cola executive, you have hired our company because we are the best in the industry, and while this has taken an entire year we wanted to make sure our research was accurate. As a matter of fact, our initial findings were so shocking we had to double and triple check our work.”

“Ye,s annnnddd....” the cola executive responded, as if to say come on now, get on with it.

“Mr Cola executive, our research shows that after a nationwide detailed study, there is NOT one cola drink that is the best.”

“WHAT?” replied the executive from the cola company. I am sure there were many exclamation points and bleeps after that outburst from the operations executives, the marketing executives and the sales executive.

You see, what the research company found is that there was NOT one cola which was the best drink; many colas were the best. Here is why.

Each person is not cut from the same mold. Each person does not think, smell or taste the same. Every person has their own distinct flavour and preference.

Just look at the orange juice isle next time you are in the food store. There is not one orange juice but many. There is juice with pulp and juice without. There is juice with extra pulp, and juice with calcium, orange and grapefruit mixed. Look at another product such as spaghetti sauce. There are at least six different kinds from one company, and they are constantly adding different flavours, different combinations etc. Need I mention how many different colas are on the market today? I think you know.

So, in concluding, when you are setting up your marketing and sales plan, remember that there is not one approach, one way or one solution but, rather, there are a myriad of approaches. A multi-pronged approach, if you like. Yes, there are demographic studies, scientific surveys and many case studies on human behaviour. But there is not one single solution that fulfills everyone’s taste buds.

When planning, think variety. Think solutions, not solution, think multi and implement, or offer many different solutions. You and your company will have a much better chance of capturing more taste buds, so to speak.

All of these sales and marketing strategies are certain to keep your business on top during these challenging economic times. Have a productive and profitable week.

Remember, “THOSE WHO MARKET WILL MAKE IT”.

• NB: Scott Farrington is president of Suntee Embroidme, a promotional and marketing company specialising in uniforms, embroidery, silk screen printing and promotional products.

Established over 27 years ago, SunTee EmbroidMe has assisted local businesses from various industries in marketing themselves. Readers can contact Mr Farrington at SunTee EmbroidMe on East Shirley Street, or by e-mail at scott@sun-tee.com or by telephone at 242-393-3104.