Own the Objection

The initial consumer preference testing for our new inexpensive lightweight vacuum were not going well. 

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We presented the vacuum against the competitive set with preference for our vacuum hovering around 20%. When prompted as to why the consumers didn't choose our product, the response was almost universal. "It looks too small" "It's so lightweight it couldn't do a deep clean."

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In a brainstorming session with marketing, I suggested that we own the objection. Let's spin the reason they don't want it into something positive.

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We returned to testing with one change. A point of purchase "wing" that had an image of the vacuum from a low angle and the headline "Size Isn't Everything" in bold, bright text. 

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Preference for the vacuum reached nearly 70% with a new group of consumers. When the consumers were asked, "are you sure it's going to be big enough to do a deep clean?" Consumers responded with statements like "technology is making everything smaller, look at our phones," and "bigger isn't always better, I want my vacuum to be light and maneuverable." Owning the objection changed the conversation.