Inserting Your Product Into Your Customer’s Daily Routine

How to position your product as a necessity…

Positioning your product as part of your customer’s daily habits and become a brand your customer can’t live without.

We barely think about how we consume these essential products, they are so engrained in our routine. Let’s call these products facilitators, and let me give you an example:

When I go out for a walk I like to listen to podcasts and be inspired by better thinkers than I am. I leave the house, and open up the Spotify app. I use Spotify to listen to podcasts; it’s an integral part of the process, but I don’t really think much of it. All I’m thinking is: I want to go for a walk, listen to podcasts, and get inspired.

Spotify, with it’s easy-to-use centralised platform, charges me a monthly subscription fee for this honour. I happily pay this fee knowing how valuable I find the podcasts, and how much I enjoy my inspiring walks. I am paying Spotify to facilitate this experience for me.

Paying monthly subscriptions to facilitate greater experiences is nothing new. As a short-sighted person, I’d like to use the example of contact lenses. I love sports, but I hate wearing glasses while exercising. Contact lenses enabled me to go snowboarding, biking, diving and truly see everything in front of me (my vision was instantly upgraded from blurry to Ultra HD).

Contact lenses improved the quality of my experiences. They made my life better. Now, I can’t live without them, so I have a monthly subscription. A product I buy because of the great experiences it facilitates.

Apps can be great examples of facilitator products. I am currently residing in Portugal and would like to be able to read menus and eavesdrop on locals, so I am learning Portuguese… on the Memrise app. I want to have a healthy mind, thus I meditate daily… using the Waking Up meditation app.

These products are completely intertwined with our daily lives, as they help facilitate our daily routines.

A company that builds products that facilitate valuable experiences is built to last (and not just because of the subscription pricing model):

• These products will see repeated high-user engagement, as users ingrain it into their daily routines.
• Word-of-mouth marketing spreads like wildfire, as users share their daily routines within their social circles.
• As they provide users with something they can’t – or at least really don’t want to – live without, these products become invaluable.

Takeaway Questions:

How can you make your product become part of a daily routine?

How does your product improve one’s life? Does it make life more convenient, more enjoyable?

Is this clear in your brand and marketing message?