Singing toilets, fatter women and rescued pets – Sales Lead Digest

This week there are articles about the value found in researching bodily functions, the changing nature of things, especially how we see ourselves, how data, connectivity, and oversharing can lead to wonderful things and I end on a rant about our reliance on search engines for lead generation. It’s a tough world amid rapid changes but marketers always find a way.

This weeks sales and marketing news:

“These toilets sing (literally, to cloak the noises). Some massage your cheeks, others heat the seat, and instead of submitting you to the barbaric task of wiping, you press a button and a bolt of water is squirted toward the relevant area with the force and accuracy of a laser guided Super Soaker.”
These toilets are the definition of a marketer’s delight. The product no one knew they wanted shaking up an established market. The US market for TOTO has doubled in the last 5 years and no wonder – they employ 900 researchers! Take note, the way to win a market is to know everything about it. So the next time your boss give you a hard time about getting on a plane to visit a client, say “they have 900 researchers for poo and you’re questioning this?!?” READ MORE

“According to Pretty Sweet, America currently has a $66 billon weight loss industry. That’s 66 billion with a “b” spent by Americans each year in a usually unsuccessful attempt to lose weight with brands like Weight Watchers and Nutrisystem. Even more surprising might be that back in the day there used to be a thriving weight gain industry.”
I can go two ways with this article. One is to watch out for the opposite of your brand’s unique selling proposition. Like all great truths, the opposite is also true. If less than  100 years ago it was ok to sell fat, what will the next 10 years bring? The second way I can go is that if you needed more proof marketers can sell anything, this may be it. READ MORE

“…in a quiet transformation, pet euthanasia rates have plummeted in big cities in recent years, falling more than 75 percent since 2009. A rescue, an adoption or a return to an owner or community is now a far likelier outcome, a shift that experts say has happened nationwide.”
A heartwarming story for sure, but I’m drawn to the idea that this is another example of data sharing bringing much needed efficiencies to another market niche. It’s like selling an exotic car. It’s fun to drive one in Omaha, but if you want top dollar when selling it, get it to Miami. Look for surplus in your industry by tapping into data streams. (of course, it’s possible this is all because of Sarah McLachlan commercials so, as always, be careful with causation and correlation.)

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There is a little rant I’ve been having around the office. In that tweet, we’re looking at a searcher telling Google it wants a specific business. It should be the culmination of branding, service, and marketing. Instead, Google treats it like an invitation to learn about that business’ closest competitors. Makes marketers crazy. Soon we’re looking for content tools like this: 

https://www.screamingfrog.co.uk/how-to-scrape-google-search-features-u
but surveys still say “if your site is useful to our searchers, you will get traffic:
https://sparktoro.com/blog/resources/google-ranking-factors-2019/
so keep the focus on making your site useful. [steps off soapbox]

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