How Bed Bugs Could Be Good for Your Brand
Bed bugs -- the pests that make cockroaches look good! -- may be destroying the social fabric of America, but that could be a business opportunity going begging for certain brands, according to Hall & Partners, a market research agency.
As the blood-suckers wreak havoc "on a scale unseen in more than a half-century," according to the AP, there's been a corresponding rise in blog, Twitter and search chatter among consumers, H&P says. Yet almost no companies are taking advantage of that. H&P looked for consumer brands that could potentially benefit from bed bugs â€"- bleach products (Clorox, Oxi-Clean), mattress companies (Sealy, Simmons) and pet medicine producers (Pfizer, Novartis). But:
There is virtually no online chatter (blogs, twitter, forums) about the brands in conjunction with/associated with bed bugs. We thought this could mean there is actually an opportunity here for these brands.It raises an interesting challenge: Are you the bright spark who ought to walk into your boss's office with these charts and the question, "Are we doing enough to associate our company with bed bugs?"
Plenty of the wrong brands have been linked to the critters. Among them: NYU, AMC, Saatchi & Saatchi, Victoria's Secret, Euro RSCG and Hollister. Bed bugs have even done what King Kong failed to: conquer the Empire State Building. To be fair, Terminix is all over this. But H&P's director of innovation, Brigette Lytle, says:
While people are talking A LOT about bed bugs lately no one seems to know what to do with them. If a brand started talking about how they are a cure for bed bugs they can have a stronghold in the market before anyone else gets out there with it.Here's a chart of concepts linked in searches to bed bugs. Perhaps one of them is a gap in the market for you?
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