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- From: "Stephen Sadler" <Docshiva@Docshiva.org>
- To: "'North American Fruit Explorers'" <nafex@lists.ibiblio.org>
- Subject: Re: [NAFEX] "Hawthorn" jelly; a bad name
- Date: Tue, 22 Jan 2008 10:05:48 -0800
Yes, I know I’m late to this party. I’ve
fallen so behind on emails I – I moderate another group where the volume
recently tripled to nearly 200 posts a day. My virtual self has been
virtually buried… Jim, I thought of highlighting the “May” and
downplaying “Haw” and “Thorne.” May Apple, of
course, sounds nice, but the name’s taken by Mandrake… May Berry,
or Mayflower Berry should you want to avoid people thinking this is Aunt Bee’s
recipe (I would put May and Berry on separate lines to avoid confusion) sounds
nice, both words being appealing, and ‘berry’ always sounds
tasty. I also like the idea of adding some juice or juice concentrate
to redden up the color. Trying to appeal to people with a giveaway or low price often
doesn’t work; we associate price and value too closely. I learned
that back in psych (the major, not the ward). I had a friend who showed “It’s
a Wonderful Life” every Christmastime for free in his movie theater, but
nobody came; I encouraged him to do it at a cheap price, but charge something,
for perceived ‘bargain’ value – the place was packed.
Sometimes it’s easier to get people to try something by overpricing it.
You could possibly mention health benefits, too (“delectable May Berry is
used to keep hearts healthy”, which sounds better than “Chemicals
found in Hawthorne fruits may benefit patients with congestive heart failure). Flavor
always sells, but sometimes it’s hard to emphasize ‘healthful
(maybe restrict to that word) and avoid implying ‘mediciney’. Anyway,
you might consider pricing at a premium, maybe 10% more than similar products
in your line, then slowly lower the price as ‘supplies are finally
catching up to demand, and our healthful and delicious May Berry Jelly is at its
lowest price ever!! “ You are very right about the effect of names. For years I couldn’t
get past my preconception that ground cherry should be tomatillo-like, not
fruity. I finally tried some poha berry jelly – I knew perfectly
well it was ground cherry, but I was able to use the tropical-sounding name to
slip it past my prejudice… ~ Stephen From: nafex-bounces@lists.ibiblio.org
[mailto:nafex-bounces@lists.ibiblio.org] On Behalf Of Steve
|
-
Re: [NAFEX] "Hawthorn" jelly; a bad name,
Donna &/or Kieran, 01/03/2008
- <Possible follow-up(s)>
- Re: [NAFEX] "Hawthorn" jelly; a bad name, Stephen Sadler, 01/22/2008
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