Online Advertising Strategies

I came across a story recently that I wanted to share, as it is about something very dear to me—milkshakes.

Wanting to improve their milkshake sales, a fast food company segmented its market “by product (milkshakes) and by demographics.” They then surveyed each demographic to find out what characteristics they liked in a milkshake—thick, thin, fruity, chocolatey, etc. The company adjusted their milkshakes accordingly and…

Nothing happened.

Sales did not improve.

Enter Harvard professor and marketing guru Clay Christensen. He believes in marketing according to "jobs-to-be-done" and advised thinking in terms of customers “hiring” their milkshake to do a “job.” To figure out what job this was, he staked out one of the fast food company’s restaurants and recorded “Who was buying milkshakes, when they bought them and whether they drank them on the premises.”

Turns out, 40% of milkshakes were bought by commuters first thing in the morning. The next morning, Christensen returned and asked the customers “What job they had hired the milkshake to do.” After receiving many a blank stare or raised eyebrow, he learned that the customers had a long, boring drive ahead of them and needed something to do—such as sucking a thick milkshake through a thin straw. Milkshake drinking was a more interesting activity than, say, doughnut eating, not to mention tidier and deliciouser.

And so, with this new information, the fast food company concocted a milkshake better fitting their customers’ need—a thicker and more interesting (i.e. chunky) milkshake—and the day was saved!

Why do customers “hire” your service or product? If you run a business transporting vehicles, do they hire you to save them a boring trip? Or to save wear and tear on their car? Maybe you sell windows. Do your customers “hire” these windows to save money on energy bills or to make their home more beautiful? Or some other reason entirely?

Knowing what “job” customers “hire” your service/product to do can help you market more effectively. To learn how we can help you market online, check out our fancy new website. Good luck!

By: Austin Sheeley