Kelly Kowal
Media Literacy
Mid-term Paper
Topic #1
Sifting through and researching some new and upcoming technologies for 2010 and onwards, I found many interesting and peculiar inventions and innovations. Amongst them, I thought that I could create the most interesting and imaginative product promotion and create a culture around a brand for the water-less washing machine. I feel that if I had to market this product in the real world, I could appeal to two different large audiences, both the housewife and the perfect family, and also, work with the new movement of “going green” which many people in the country support.
I first noticed the waterless washing machine in a recent issue of time magazine, so pursued further research on the internet. The waterless washing machine, still in the developmental stage of production, was started in a British company Xeros, which is why it has yet to hit the American market. The washer uses 90 percent less water than normal washing machines, would require less detergent, and virtually eliminate the need for tumble drying. The washer does this by using nylon beads that can be used for hundreds of cycles, and afterwards, easily recycled. If this washing system were to hit the American market, carbon dioxide emissions would be considerably reduced, and would save 1.2 billion tons of water each year. Clearly the product would appeal to environmentally conscious families, and with the right type of branding, many other households.
With this product, I would narrowcast to two specific groups, the typical nuclear family, and environmentalist. In regards for the first group, I would try and create a television commercial resembling how ads were first created. With a black and white coloring and good looking, well put-together housewife. The entire ad could be in black and white except for the new product, symbolizing how the technology is more efficient and more modern than everything else in the household. The stay at home housewife could present the product, similar to the way they did in old fashioned advertisements, and explain how much less work this washer is than all the other work. Then possibly the commercial could show a near perfect family and the ad could say something like, “making life more simple.” It would show how the new washer would save time and take less effort, to leave time for the more important things. I believe that would emotionally appeal to a family oriented family, feeling that by having this kind of product, they will be a closer and better family. It may take a while to have consumers attach emotional value or associate a family life style to a washing machine, but with this type of marketing idea, I believe it could be possible.
I would also focus on appealing to environmentally friendly households and environmentalist. The “going green” movement is becoming a very popular and strong movement in the United States currently, and by associating the water-less washing machine with this movement, it could gain widespread popularity. Consumers would feel good about themselves if they associated the washer with helping the environment, and would be more inclined to buy it. To market this product, I would make it clear at how much water would be saved worldwide if “x” amount of people switched to the product, how carbon dioxide levels could be greatly reduced, and how much people could save on detergent and dryers. Those facts alone would be greatly appealing to those concerned with the environment, and in addition could save money on detergent and drying machines. With hybrid cars, and new innovations to save gas and promote other eco friendly products, the water-less washer would fit right in with these innovations. Perhaps a commercial featuring the product in the woods, blending in with the nature surrounding it, with a very modern looking person doing their laundry, could be an effective way to brand the product. By making people feel like they are supporting the environment and helping the world, it would make them feel as though they were making a morally good choice, subconsciously compelling buyers to choose the water-less washer, opposed to the traditional washer. Another aspect however, is that with this washer, it would eliminate the need for detergent and a dryer, therefore, saving money in the long run, which could appeal to a whole new group of people. People may be hesitant to switch from the traditional washer to the new age one, but by mentioning these money saving facts also, it is just another reason for them to switch.
As for a brand for the product, something associated with the nylon beads the washer uses could be an interesting way to incorporate the functionality of the washer into its logo. The beads could be swirling around the first letter of the products name or a water spout could be emitting beads instead of water. To successfully incorporate the beads into the logo, it would need to be made clear that it is a washing machine using beads, or consumers may be confused what the product being advertised is.
For a less mainstream marketing edge, blogs or websites dedicated to the “going green” movement could promote the product, possibly feature pictures on it’s page. That way, an under the radar kind of marketing could be used, which would be less expensive, and appeal to the right audience. As for product placement, the washers could be featured in high tech and hip looking Laundromat, or being used in a household.
The water-less washing machine, with this type of marketing and cultural branding, would no doubt do well in the United States. It would be easy to build an emotional attachment to the product by creating the idea that the washing machine would bring families closer together, would drive even more family oriented households to buy the product. On the other hand, environmentally friendly people and those who support the “Green” movement in America would also be attracted to this product if it were marketed in the manner such as I previously stated. The water-less washing machine could create an idea of family bonding and an idea of supporting the environment.
