Or why it is highly undesirable to compare ORX with Deus.
Friends, I have a little professional experience, small but professional. Fifteen years in advertising, marketing, branding and bringing new products to market. Therefore, when watching videos on YouTube or reading annotations and descriptions of products on online store sites, I see and notice some errors. Most often, mistakes are ridiculous and forgivable, but there are mistakes that can seriously affect consumer behavior. That’s why, while watching videos from top bloggers on the topic of the XP ORX metal detector, I almost immediately noticed one standard and typical mistake made by almost all bloggers. Why almost? Because bloggers who saw a webnet about ORX, but had no prior experience working or handling Deus, did NOT have this very error.
So what's wrong with that?
The fact is that everywhere, completely and completely, when describing the XP ORX, its advantages, qualities, properties, features and technical characteristics. All top bloggers directly or indirectly compare ORX with Deus. Thus, creating anti-advertising for a good, really good and competitive product in its segment.
And where is the dog buried?
The fact is that branding is a delicate matter and it is connected with a huge number of nuances in the field of psychology, both of an individual person and of entire social groups. I will give an unrelated but interesting example on the topic. Everyone who consciously remembers domestic advertising of the 90s knows well that Aunt Asya came there somewhere. But few people know what an interesting story is hidden behind that advertisement. When Western manufacturers of household chemicals entered the post-Soviet market in the early 90s, they quickly noticed that no one here sells detergents with apple, pine and lemon scents. Planned and done. They brought several trains of washing powders and bleaches to our market, sold them to wholesalers, and then to retailers, but no one buys the goods. We launched aggressive advertising on TV and radio. Nobody buys the product. We changed the advertising format, shot new videos with domestic actors and voiceovers. Nobody buys the product. Only then did they decide to conduct a consumer survey. It turned out that for Soviet people, cleanliness is associated exclusively with the smell of bleach. Why? Only those who remember the corridors of Soviet hospitals and public toilets will understand.
So what's wrong?
Friends and colleagues in the blogging workshop. If XP Detectors had intended the new product to be compared to the established and truly strong Deus brand, then the company's marketers would have called the new product not ORX, but something else with a prefix to the word Deus. There are many options. Light, mini, or half-deus. (joke) But, do you understand me? When introducing a new product to the market with a different name, companies, as a rule, do this in order to distance themselves as much as possible from the existing brand. It doesn’t matter whether it’s a successful brand or not.
And so, while browsing blogs and reading descriptions on sites, I see the same thing. Bloggers and copywriters with inconspicuous persistence compare ORX with Deus. At the same time, words and phrases are used that should never be used in advertising or product descriptions. “truncated copy”, “reduced menu”, “cheap version”, “what is not there”… And so on, on, on. I am sure that any top blogger, when viewing his content, after reading this material, will see these very derogatory and diminutive epithets in relation to the new product.
What's the point?
Well, this can be understood using a very vivid and illustrative example of the metal detector market. Product line Fisher F-75. In 2011, Fisher Research Laboratory introduced to the market a breakthrough and revolutionary for that time metal detector, the F-75 series. Great success, good sales and a natural desire to occupy more segments of the market. Therefore, they create the F-70 metal detector aimed at a different segment of the customer price category. (note that I did not write the word budget or cheap). However, in advertising and descriptions of the F-70, these same words and phrases began to be used en masse and everywhere. Budget, cheap, stripped down, minimized and so on. What did this lead to? Moreover, a really good and worthy product almost completely failed in sales. For my part, as a user of the entire line of the F-75 series, I can authoritatively declare that the 70 is head and shoulders above the 75 and is inferior to Black only in forest digging. Although at the start of sales the 70th cost half as much as the 75th.
What to do? My advice.
Dear friends, let's be objective and in further descriptions and stories about the XP ORX, let's stop comparing it with Deus. After all, it doesn’t occur to anyone to compare the ACE 400 with the Garrett AT Pro??? Therefore, the XP ORX must be objectively compared with metal detectors of an equivalent price category. ORX is a really interesting product and should be looked at as a separate item. Of course, it’s generally difficult to look at new XP Detectors products without considering Deus. Because Deus is a colossal brand in the metal detector market, and other very good and interesting company products can get lost in its shadow.