Companies often discover that their product delivers unintended benefits. For example, popular beauty brand StriVectin found during product testing that their stretch-mark cream could also reduce wrinkles. Some of the prospective consumers who were handed the topical cream samples ended up using it as a facial moisturizer, claiming that it made them look ten years younger. A recent study found that Viagra unexpectedly reduced the risk of heart attack for patients with Type-2 diabetes. Botox, which was approved for cosmetic use in 2002, was unexpectedly found to alleviate migraines. Some companies find out about unintended benefits from customers’ reviews on sites like Amazon; for example users discussing Omega-3 pills purchased for cardiovascular health were found to be effective in softening skin, and a weight loss supplement was found to improve sleep. How should marketers tout these features?
How to Market a Product’s Unexpected Benefit
When serendipity can increase your sales.
June 13, 2019
Summary.
Companies often discover that their product delivers unintended benefits. For example, popular beauty brand StriVectin found during product testing that their stretch-mark cream could also reduce wrinkles. How should marketers tout these features? Research has largely shown that consumers value a benefit more when they believe that a company intended it, compared with when they believe it was unexpectedly discovered. Based on research in neuroscience, however, the authors hypothesized that unexpected benefits can also intrigue consumers, making them think that other surprises might be in store for them. They then ran a series of experiments suggesting that marketers should benefit from explicitly framing accidental benefits as unexpected.
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HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.