Marketing a new product is always a challenge. Marketing a new to this world multipart system, like a “Keurig” for cocktails, water, ice cream, etc. is exponentially more difficult. These pod-based systems require consumer education, explanations of the value proposition, translations of technical performance, communication of its competitive advantages and more. Even if prioritized, the list of what needs to be messaged can be long and disjointed.
The biggest mistake I see companies make when marketing complex offerings is their focus on aspects of the product that consumed the most of the team’s time and energy – but are not the end product nor purpose – the appliance. However, in most every pod-based system the need to use an appliance is a negative that need to be justified. Consumers will always prefer to get their food or beverage without having to use something that needs counterspace, is an additional cost, consumes power and limits where the product can be prepared.
Marketing these complex systems successfully requires simplifying the complexity for clarity. The successful systems really do just one thing, and they do that one thing so much better than any other possible alternative. This is both the litmus test for the system’s success and the only marketing message that consumers want to know.