Toning

“The best laid mice of plans and men.”

product toning

DefinedThe execution of all promotional and purchase mechanisms toned to reflect the HPC of the target and the purchaser.

Example

You are now Marketing Director for Milkbury’s Chocolate. Whether your kids eat or not depends on your sales figures for Bunny Bar. But, to enough of your potential customers to make the difference, Bunny Bar is just a bar of chocolate! – a stumble purchase, instant decision, munch on chocolate then on with life; and attempting to make Bunny Bar as important to your potential customer, as it is to your mortgage, will simply alienate them.

Resist the temptation to be frantic and relish the potential of toning. In other words, you have to promote at the level your customers demand and part of this is the reality of stumble purchasing and the discipline of HPC.

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