Marketers know that the first distinction any product needs is to have a unique proposition. This can be created by defining an object such as the cullet. What is a cullet anyway? A cullet is glass that is to be recycled, broken or waste glass returned for recycling. Doesn’t sound too attractive does it?
Marketer’s Challenge of Sound Appeal
A cullet rhymes will bullet but if a marketer was to advertise the glass as bullets of glass re-charged it might sound too dramatic and people would protest. Therefore, a marketer has the challenge of making his product sound appealing, attractive and approachable. If the language demonstrates too abstract or too volatile an idea it could damage the desired image.
Okay, then the challenge of marketing the cullet in this case with design, appeal and satisfying a need for use in the market. What is broken glass used for anyway? It can be re-melted and altered to produce new material. So, a marketer must become innovative. What new material could result that would attract the attention of customers?
Bingo, with a little digging a marketer finds its pitch! The cullet is broken glass and so, this crushed glass can be added to new materials in the manufacturing process to make new glass products. This is beneficial to the manufacturers as it reduces fuel costs by generating more heat gain by batch. Now, the marketer has his story: unique proposition – power cullets industrial glass for glass manufacturers looking for decreased costs!
Loreen Sherman is a speaker on leadership development. Invite her to speak at your next corporate or business function. Call her at 1.877.896.7292.
Encyclopedia, online, 2011/Feb/18. Look up: Cullet. http://www.encyclo.co.uk/define/Cullet.