Belkin created Aesthetic Surge Protector that was a
market-success. For most people, a surge protector is necessary item
you buy at a hardware store, and hide behind your PC within a jumble of
dust bunnies and cable cords. Yet, one company decided to focus, not
only on the utilitarian aspect of the surge protector, but its aesthetic
aspect. Belkin corporation's surge protectors organize consumers'
workplace and protect their equipment. Its concealed surge protector
organizes cables and keeps them out of view with a unique closing cover.
By differentiating itself from the average surge protector, which cost
about $15, Belkin was charged at $50. This initiative drives customer
loyalty and relationship, making Belkin wins by far!
How do you create a digital strategy that involves customers in an energized social community? How do you create an engaged, active “go-to” website? Prophet's David Aaaker says, You must change the orientation of marketing from selling the offering, the brand, and firm to becoming an active partner with a shared interest program around a customer’s “sweet spot.” A sweet spot reflects customers’ “thinking and doing” time, beliefs and values, activities and passions, possessions or places they treasure. Ideally, it would be a part of, if not central to, their self-identity and lifestyle and reflect a higher-order value proposition, much beyond the benefits provided by the offering. To illustrate, Pampers went beyond diapers by creating the Pampers Village community that provides a “go to” place for all issues relating to babies and child care. Its five sections – pregnancy, newborn, baby, toddler, and preschooler – all have a menu of topics. Its online ...
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