So many companies are competing with each other these days that the underdog has to always come up with a strategy to rise up. That’s what the popular lip balm manufacturer EOS did to grab its placement above providers like Chapstick and Blistex. The company foresees a cash-filled future that consists of more than $2 billion in earnings by 2020. According to Fast Company, the big secret of how it knocked companies like Blistex and Chapstick down was a little trick called expectation.
Every consumer expects something when he or she purchases a product. The customer expects the product to affect him or her in a way that will create relief or some type of pleasure. A disgruntled customer is born when the product does not meet those expectations. A loyal customer is born when it does. Loyal customers give referrals, and business gets wild before the company even knows what happened. EOS lip balm experienced such a situation.
The expectation when one buys a tiny cylinder of Chapstick is an expectation of eliminating dry lips. Chapstick primarily created the product to do that and do it well. EOS created its product to please every one of the customer’s senses. EOS lip balm shoppers have huge expectations when they buy it, and then they keep buying it because it continues to meet those huge expectations.
An EOS customer expects to feel an ergonomic and rounded container that is fun to use. She expects the application to produce a potently delicious rush of juices make her mouth water as soon as the balm touches her lips. She expects herself and her friends to believe that her container of liquid is the coolest looking thing on the Racked market. Having those expectations met repeatedly is probably the reason that the registers never stop ringing with the EOS lip balm.