Hello everyone! I am Christina, the only discussant of the
Oct. 1 discussion of “The Verb Campaign”.
I am very excited to have a deeper discussion with you all in this interesting
topic. I hope my questions are not posted late for you and they are as follows:
1. 1. In your childhood, what was your favorite product
or brand? Please give your example and explain why.
2. 2.Do you still remember that any advertisements or
promotion activities affected your awareness, knowledge or attitude of
something when you were a child aged from 9 to 13? If they affect you, please
give your examples.
Did you transformation in thinking lead to
your behaviors’ change in your childhood? Please explain how.
If you didn't have this kind of experiences,
please explain why.
3. 3.Do you think which one is more difficult, selling
a message, or selling a product?
By the same marketing strategy, do you think
that selling concepts to the target market can do as well as selling tangible
products?
1. Hmm... Microsoft?
ReplyDelete2. I think I just remember Bill Gates and Microsoft and wanting to be like him with regards to growing a business in technology.
3. I think selling a message is harder than selling a product, but if you can do it, it's much more effective to do this than any product.
I used to like some dolls that smelled fruits that I believe are sold only in Brazil by a national company. I believe I liked those dolls mostly because my older sister had some, so I just wanted to be like her – today I cannot think about another reason.
ReplyDeleteWhen I was around 10 years old, every advertisement influenced me – I wanted everything being displayed on TV. The only thing that changed my behavior was the soap operas - as I watched lots of soap operas I was always influenced by the way the actors behaved and the material things they had.
Those are hard questions to remember because it has been more than 20 years since I had those experiences :/
Now, regarding the last question, yes, I think selling a message is more difficult than selling a product for two reasons. First, although the marketing mix must have the same 4Ps, we are dealing with an intangible product, which makes it much harder to execute. Also, the strategies must be adapted. However, the VERB campaign proved that it is possible to do that as long as you are able to associate the idea with important values to the audience; convince the audience that benefits outweigh costs; provide a place to put this idea in action; and create successful and integrated communication strategies. The second reason is that - as in the VERB campaign - you are proposing to the audience to change its behavior. This is much harder than going to the store and buying a product. Even for a child it is hard to change a certain behavior or attitude.
I didn't know the VERB campaign and found this video if someone is curious about it:
Ops...I forgot the link: http://www.youtube.com/watch?v=7AECNDfs51Q&feature=related
ReplyDeleteThank you Christina!
ReplyDelete1. Hummer. I was really into cars at that time, I remember that I bought a lot of cars magazines.
2. I read about Zippo in a magazine. I was impressed by its history and the masculine design. It's a legend. I looked for more stories about Zippo and probably that's the only behavior I had. Besides, I told my father about its history and how great it is, hoping that he could buy me a Zippo. But it's definitely not a gift for kids.
3. Selling product is harder, cause people sell products by selling concepts.
Hi Christina,
ReplyDeletewow you're such a brave girl! Here's my answers to your questions:
1. Kinder Surprise! (also known as Kinder Egg) My mom used to buy one box of Kinder Surprise (Three eggs in a box) for my brother, sister and I as a reward after we finish our exams. We chose our own “Surprise” and this kind of picking our lucky egg ceremony gave Kinder Surprise some special meaning to us. Also, the “Three wishes in one” slogan was printed in my mind and made me felt like I really did fulfill three wishes at a time.
2.I remember I once receive a flyer of Disney Chinese voice actress for a new cartoon. (Probably Mulan) The description of how cool a voice actress was attracted me and I begged my mom to let me try. I was so excited that I practiced my pronunciation to tap recorder for a week. However, it requires not only beautiful voice, perfect pronunciation but also talent in singing. During my practice I realized that I won’t qualify for all and finally gave up for the audition.
3.I think selling a product is more difficult because it include the matter of price. Even the campaign of a new product is successful, if the price is unacceptable for some the consumer, it may not be easy to generate a big sale.
Hey Christina, here's my answers:
ReplyDelete1.
Barbie. Cause my mom always buy me Barbie as gifts and I remember that I was used to hanging around the Barbie sections in shopping malls and bagged my mom to buy me one. I guess I'm kind like a Barbie collector.
2.
A TV ad of Dulux. I remember this ad basically because the background music, which was a beautiful nursery rhyme sang by some little girl, both the lyric and melody could warm my heart. And I believe most of my contemporaries who have seen this ad have the same feeling with me, for example, few friends of mine are using this song as their phone rings.
3.
I think it really depends on what message and what product. If the message is simple and helpful, it can be really easy to sell; If the product has some unique (or interesting or…) appeals, it can be easy to sell as well.
Despite this, under the same marketing strategy, I think selling concepts to the target can do as well as selling tangible products, as long as the strategy is right, however, I don't think it can be easily measured as well as selling products.
Starcy
Hi,
ReplyDeleteMy favorite product when I was a child is notebook. As a student at that time, there was almost no else excuse for me to buy things except pens, notebooks. And after that "hardworking" time, I still like to buy different kinds of notebook with different shapes and different colors. (I love to buy heart-shaped notebook with dark-color paper. It was fashion when I was a child.)
2.
I can remember the ads of a brand of bike called Giant. It is a very popular bicycle brand in my city. I think the frame of the bike is so perfect and nice (perhaps because the price was always higher than other brands), and the color are more legitimacy than other brands. When I was young, I was attracted by the ads shown on billboard. From that time, all my bikes are Giant.
3.
Concept V.S. Product, I think it depends.
If the concept and the product belongs to one company, you should let audience get aware of what the concept is. If they accept your concept, you would have the chance to buy your product. Concept to product still needs one step--action.
If the concept and the product are totally two thing, I think product will more easy to sell. It's tangible. I think people would choose what they can have, what they can hold and feel according to the traditional consumer psychology.
In my childhood, I didn’t have certain brands that I like most. I didn’t have brand concept and just know what food delicious was my favorite, and what my friends owned I would want to own. There would be a trend in my peer that I just followed it.So I can't remember some advertising affect me or influence my awareness ,attitude or something.
ReplyDeleteAdmittedly, I really don’t have this kind of experiences. In my childhood, friends were always playing outside, and when I watched TV, I just found some cartoon channels, and at meantime, many companies and brands haven’t had strong advertising conscious through TV.
I think it depends. Both message and product serve to each other. A message’s success can determine the product success. Consumers accept selling concepts that make them to buy products. If brand only have a good concept but don’t have good product to support this concept, it is failure. Product is based on concept. To the target market, we should convey the concept of the product thus get recognition from consumers to win the market.
1. I actually didn’t have any cognition of brand in my childhood, because I lived in a small village, which was exclusive to outside. But I do remember one advertisement about a wool brand (恒源祥 Heng Yuan Xiang). I saw it when we our village got the first television. The reason I can remember it was because they repeated their ads for three times in that 15 seconds.
ReplyDelete2. I was not influenced by advertisements so much when I was a teenager, because my mom didn’t allow me to watch too much TV program. Also, it was not welcomed in my home to compare with others on clothing, toys, and snacks and so on. Maybe that’s why I couldn’t remember any advertisement that affected my awareness, attitudes or behaviors. However, there’s a slogan of an advertisement impressing me a lot, which kind of changing my attitude. The slogan is “Nothing is impossible” from a Chinese shoes brand. I firmly believe it.
3. I think it depends on the situation. If you are going to sell a message that has already been accepted by the mass, it’s not difficult. However, it is rather tough to sell a new message that may challenge normal values, such as a new sense of beauty. So does a product.
Hi all,
ReplyDeletenice weekend except for the overburden assignment!
1.In my childhood, my favorite product is a certain kind of ice cream called "Shuang Bang", it was produced by a traditional Beijing company called "arctic ocean". It was delicious and inexpensive, also the package of this ice cream is really outstanding!
2.Just like Pu said in last ADV582 class, we all have the experience of collect those game cards contained in a pack of snack during our childhood in China. I think that's pretty memorable. Maybe not because of some transformation in thinking, but just for fun and under certain extent of peer pressure, like everybody around you collect it, you don't do the same, you're out and obsoleted.
3.Selling message or concept is even more difficult than selling tangible products in my view. However, once it succeed, those message or concept selling with bring you a lot more substantial benefit than simple selling the product. Because message or concept can create a social trend, under this information environment people are really tend to be influenced by others around them.
1. As a child I didn’t care about brands, but in retrospect I realize many of the things I was exposed to and liked really were brands :) which is interesting. I read comic books avidly (Disney), drank Coke, watched Cartoon Network (Scooby Doo, Dexter’s Lab, Cow & Chicken), and, after seeing catalogs and ads, loved Barbie. My favorite of all of them were the comics. My grandmother read a fair share of bedtime stories, but comics were so much better. So visual. I didn’t have to know how to read to look at the pictures and realize where the stories were going; plus, Donald Duck cursed a lot & used unusual words, which was very funny. I’m giving away half my Barbies, but I still have all the comics.
ReplyDelete2. Yes, two things. No. 1 is the Spice Girls Chupa-Chups promotion. When I was in second grade, I hadn’t started listening to music yet, but the older siblings of kids in my class introduced them to Spice Girls albums. All the girls were crazy about them and already read teen magazines. At the same time, the candy shop near the school brought Chupa-Chups lollipops bearing the Spice Girls logo and stickers inside. My friends started buying those and I tagged along. They were cheap but very good; I still have several stickers. No. 2 is unrelated to any particular product. I remember during grade-school I would sometimes play advertisements in the bath tub the way other people sing. I amassed as many shampoo, shower gel, etc packages I could underneath the kitchen sink, took them out when I bathed, and played the spokesperson, selling the product to an invisible audience. I didn’t care what the brands were. Eventually my mother threw them all out. I don’t remember amassing a second set.
3. I think it’s obviously more difficult to sell a message, because they’re usually abstract. However, if you can package it as an engaging visual story, you might be very successful. For example, the insurance company Liberty Mutual had a very successful campaign a few years ago. Their ads featured people in common situations, such as entering a building, in which they behaved respectfully towards one another (e.g., holding the door open for the next person). These ads were very well made and their overarching slogan was “Liberty Mutual – Responsibility,” which made the audience associate the abstract concept to the company. They were far more successful than other insurance company that hired Sigourney Weaver to narrate an artsy clip. The result? 5 years after only watching LM’s ad once I can remember their proposition, and I’ve even forgotten the name of the other firm.
thank you so much Christina! interesting questions.
ReplyDeleteHey, Christina!
ReplyDelete1. It's kind of hard to recall my childhood brand experience, but I clearly remember one thing, "Sailor Moon" bag. It is Japanese cartoon which was a huge hit among my peer groups (usually girls). Collecting Sailor Moon's products such as bag, pencil case, cloth, and lunch box was a pretty big deal to me.
2. Chocopie
I remember this ad since the message in it "Jeong" (can be translated into affection in English, but I can't agree it fully conveys the subtle nuance of the word. Only Korean would understand) became sensationally popular at the time and still remains firmly in many people's minds. The company's product, chocolate pie, was very familiar brand known as popular among the military for its sweet taste. But the ad pointed out that their product it is not merely a pie, but one's heart, feeling, and affection. It depicts a very warm-hearted scene, contrary to other sophisticated, cool ads, saying if we want to tell someone we care that we love them, give Chocopie. Up till now, Chocopie is parallel to "Jeong" (affection) among Koreans and I am no exception. Still now, whenever I want to express my gratitude in a friendly manner, I give one box of Chocopie no because of the sweet, but of the message I want to deliver.
3. I think it's not easy to say which one is more difficult to sell, since a message is about people's perception and a product is about people's behavior. And personally I believe behavior change follows attitude change especially when it comes to consumption. So if I have to choose between two which I am still uncertain, then I would say selling a product is more difficult. You can sell a message to people by convincing them, but it's not that easy to predispose them to take a certain action, in this case, purchase.
Hi Christina,
ReplyDeleteWhen I was young I really liked Limited, Too. It was a popular brand that was targeted toward 6-12 year olds. It is now called Justice. They had to overhaul their marketing strategies including their name after there clothes were viewed as too sexy for young girls. In retrospect I can't believe I begged my mom for the stuff.
When I was probably 11-15 I loved Abercrombie and Fitch and their marketing strategies totally made me change the way I thought about myself and the way I should dress. They always stand outside their store half dressed and that made me think I needed to be as skinny as the model they stuck out there was. The worst part was I felt I needed to buy more of the clothes to be like them.
I think a message especially in the sense of a PSA is often harder to sell because it may be unpopular, but when selling a brand the message would be the first thing you would want to sell. When you get people to believe the message you have them hooked. Either way I think selling a message is harder than a product because the consumer has to change their thought process or attitude.
1. I used to be crazy about the cookie called Trakinas. I also loved Oreo pretty much. And I remember I always love to wear the Little Bob Dog clothes.
ReplyDelete2. Oreo. Its commercial of 3 steps of eating Oreo: Twist it, Lick it, Dip it in the milk, was so impressing and unforgettable. When I was little I always ate Oreo in these exactly 3 steps. But as I grow older, I found it might be a little stupid to follow these 3 steps and people might laugh at me for being childish. I still eat Oreo once in a while now, just not that often as in my childhood and not in 3 steps.
3.I think selling a product might be a little more difficult. As in the AIDA process, buying the product is the last step , you have to draw consumers' attention, make them interested and then desiring. But to sell a message is easier, you just have to make people understand and accept it, which takes less steps.
1. McDonald‘s I believe...It was so smart in China at that time. At the initial stage it came to China there were even people who held their wedding at McDonald's (looks silly now).
ReplyDelete2. Lots of. Cola Cao has commercials saying that children should get abundant nutrition and energy and should blend cocoa powder in milk. For my whole years through primary school and middle school my mother bought Cola Cao for me and I drink milk with Cola Cao every night before going to bed.
3. Thanks for this interesting question! I do think selling idea should be easier, because selling products involve more steps than impressing people with an idea (like what Liz wrote above, the AIDA process).
1. In your childhood, what was your favorite product or brand? Please give your example and explain why.
ReplyDeleteWhen i was a child my favorite product was Dunkaroo's! I love this product because of the taste, the colors and the character. The process of actually dunking the cookie into the frosting was fun as well!
2.Do you still remember that any advertisements or promotion activities affected your awareness, knowledge or attitude of something when you were a child aged from 9 to 13? If they affect you, please give your examples.
Did you transformation in thinking lead to your behaviors’ change in your childhood? Please explain how.
If you didn't have this kind of experiences, please explain why.
When i was a girl in middle school i attended a religious school that had a dress code: uniform. But the thing that we could actually choose ourselves were our shoes. So, the popular item that all the cool kids had were Doc Martins. These shoes were highly advertised at the time, and in turn became a 'necessity' at our school. I think on one hand it did transform how i thought about certain things, yet on the other it didn't. My behaviors really only changed as the certain fads changed, and thus were not directly influenced by certain brands, but by certain trends that children my age or older followed.
3.Do you think which one is more difficult, selling a message, or selling a product?
By the same marketing strategy, do you think that selling concepts to the target market can do as well as selling tangible products?
I think that selling a product and selling a message are both just as difficult as the other. On one hands there are many steps that are necessary to reach the 'selling' state. But a selling a message takes certain words used in the right way. Words can be both dangerous and significant. One must always be careful to use caution because words can always imply something that they don't necessarily mean to. Also, the image has the same problem. You have to get people to to believe in your message to believe in your product.
THANKS!
This comment has been removed by the author.
ReplyDeleteHi Christina! Here are my answers
ReplyDelete1.Well...The only brand in childhood I can recall is Pringles, a brand of potato chips. I can even remember that my favorite flavor was “tomato sauce”. I was influenced by my brother, who was a fan of Pringles, we didn’t have other brands of potato chips at home. And during that period of time, Pringles was one of the most famous imported snacks in China. It really tastes good :)
2.I remember McDonald’s promotion activities affected me a lot. When I was a child, I preferred KFC foods than McDonalds’. But once my sister took me to McDonalds on her birthday, she chose Mc because there was some special offers for people’s birthday, Mc staffs sang the B-day song and played games with us. We had a very good time and I thought Mc was such a place that people could share happiness there. After that, I preferred Mc than KFC.
3.I think selling a message is more difficult, Just as the writer mentioned in article Leadership of Advertised Brands, “public is forgetful”. People may choose the product but can’t remember the message, we can’t make sure that he/she will buy it repeatedly. By contrast, selling a message is a long lasting thing, and making consumer remember the product is definitely more effective.
In your childhood, what was your favorite product or brand? Please give your example and explain why.
ReplyDeleteOnly thing that comes to my mind is Pokemon. When I was nine, I was obsessed with the cartoon. My cousin got me hooked; in fact, I will never forget the hook to the Pokemon theme song “gotta catch’em all-POKEMON”. Soon I was buying the trading cards, although I did not know how to properly battle others with them because it was difficult for me to understand at the time, I loved collecting the cards. When I was ten, I got into a physical fight with a kid over Pokemon cards. I moved on from the cards to the Gameboy-games. I battled friends much easier on that Gameboy. We would link our games together with a cord, then battle. It was so fun. After nearly all my collection of games and Pokemon gear was stolen in the sixth grade, I moved on. I still have one of my Gameboys, but sadly, no Pokemon games.
2. 2.Do you still remember that any advertisements or promotion activities affected your awareness, knowledge or attitude of something when you were a child aged from 9 to 13? If they affect you, please give your examples.
The television show and the movies were the best advertisements. It made me want to be in the game. I wished it were real. They kept coming out with new Pokemon and I got lost in the advertisements because I couldn’t keep up with the vast amount changes. There originally 150 Pokemon, now there are probably thousands. I got older, it wasn’t cool anymore and I could not keep up with the frequent changes.
Did you transformation in thinking lead to your behaviors’ change in your childhood? Please explain how.
I just stopped caring about Pokemon. It seemed like an age specific thing to be into. I even tried to watch and be involved in other shows just like it, but I could not relate as I got older and valued other things more heavily.
If you didn't have this kind of experiences, please explain why.
3. 3.Do you think which one is more difficult, selling a message, or selling a product?
Selling a message is more difficult. A good product will sell especially if everyone knows that it is a good product, but when you try to sell just a message, without something tangible to attach to it, it’s much more difficult. In my Pokemon example, I started watching the message (the cartoon), but I wanted more, so I got the trading cards (tangible item).
By the same marketing strategy, do you think that selling concepts to the target market can do as well as selling tangible products?
I believe that if you have a message, you need a tangible product to go with it. People like to see and feel for themselves. You can’t say Pokemon are the coolest most dazzling creatures on the planet without letting me see them and play with them myself.
Christina,
ReplyDelete1. During my childhood I was obsessed with everything Disney. This was due to their marketing towards kids and all of the movies and TV shows that they produced about all of the different Disney characters. Disney was also my favorite brand because of a trip I took as a child to Disney world.
2. When I was around 13 years old I was exposed to an advertisement for WWF wrestling (before it changed to WWE). It appealed to me as a young boy and led me to be more aggressive because I was thinking that to be like the wrestlers I saw I have to be tough. The aggressive mindset I took led into some of my behaviors and I started to fight with my brother much more.
3. I feel as selling a message is much more difficult than selling a product because you aren’t selling something that is tangible and that can be easily proven. A message needs a large evidence base backing it and it needs plenty of star power to get people interested, especially children. I feel as if selling concepts can do as well as selling products however I feel as if it will cost a lot more time and money because of all of the research that is needed to back the claim of a concept/message.
Tyler Sands
Christina,
ReplyDelete1. During my childhood I was obsessed with everything Disney. This was due to their marketing towards kids and all of the movies and TV shows that they produced about all of the different Disney characters. Disney was also my favorite brand because of a trip I took as a child to Disney world.
2. When I was around 13 years old I was exposed to an advertisement for WWF wrestling (before it changed to WWE). It appealed to me as a young boy and led me to be more aggressive because I was thinking that to be like the wrestlers I saw I have to be tough. The aggressive mindset I took led into some of my behaviors and I started to fight with my brother much more.
3. I feel as selling a message is much more difficult than selling a product because you aren’t selling something that is tangible and that can be easily proven. A message needs a large evidence base backing it and it needs plenty of star power to get people interested, especially children. I feel as if selling concepts can do as well as selling products however I feel as if it will cost a lot more time and money because of all of the research that is needed to back the claim of a concept/message.
Tyler Sands
Hi Christina,
ReplyDelete1. In your childhood, what was your favorite product or brand? Please give your example and explain why.
My favorite brand in my chilhood was Mcdonald. I first saw McDonald restaurant when I was 6 years old.I remember a lot of parents queued before the restaurant with their child because that was the first McDonald restaurant in our city.I loved collecting the gifts of kids meals. I think the reason why i liked this brand is the curiosity and interests towards the toy and new style of food(western food).
2.Do you still remember that any advertisements or promotion activities affected your awareness, knowledge or attitude of something when you were a child aged from 9 to 13? If they affect you, please give your examples.
Again, McDonald. I loved collecting the gifts of kid's meals. I think this is the promotion. I always showed my gifts to my friends in childhood. We regarded them as fashion, funny things. Each time I deserved a prize from my parents,It was probably a meal from McDonald. This definitely changed my attitude towards McDonald and other western food, such as KFC and Pizzahut later on.
Do you think which one is more difficult, selling a message, or selling a product?
I think selling a message is more difficult. As for a product, since it is tangible, people can touch or experience it and make their decision much more confident. Products as advertising are also much more persuasive. However, message is intangible. In the 7P theory of Service Marketing, marketers still need people, process and physical evidence besides 4Ps. So I think it is more complex and difficult for marketers to sell an intangible thing...
1. My favorite brand was McDonald! My mother took me to McDonald often, and I always had a ‘Happy Meal’. I enjoyed a lot the atmosphere of the store and liked the toy from happy meal.
ReplyDelete2. Unfortunately, I had not many experiences of advertisements, because I usually played outside with my friends - such as hide-and-seek, etc, however, I can simply remember that famous idol group advertised many products when I was a elementary school student. We talked a lot about new ‘idol’ group members, and this was the hot issue among us. I cannot remember which products they advertised, but I strongly remember that I pestered my parents to buy a product endorsed by famous group ‘HOT’, who was one of the top idol groups in Korea in 1999. However, I do not think that this sort of advertisements helped me to know more about products, but think those stimulated me to act.
3. In my opinion, selling products is more difficult than selling message. Selling messages requires understanding and interpretation of the message which advertisements deliver. However, selling products additionally needs to stimulate consumers to actually ‘act’ towards the products. People can think the products are cool or fun to enjoy, but would not purchase the products due to social norms, specific occasions, and so on. Therefore, I think marketers need more careful and sensitive tools for selling products than for selling messages.
Thank you for your discussion questions to think more about the topic! Chirstina! :D
DeleteHi, Christina,
ReplyDelete1. Actually, I can’t recall the name of the brand. But I remember it was a kind of snack. It was cheap and delicious so I brought it every day after the school. And also this snack was famous among my friends and classmates at that time.
2. I remember a promotion activity launched by Crest to stress the importance of brushing teeth twice every day and persuade children to establish and maintain this habit. It keeps fresh in my memory because it is a long-term campaign and the strategies are full of fun and involvement. At the beginning of every term, I would receive a set of gifts from Crest and also a card used for recording whether I had brush my teeth this day. If I had done my parents will sign on the card as certificate. When I had received enough signs I could get a gift from my teacher which was given by Crest actually.
Since this activity is launched by company, it is different with the Verb campaign in many aspects, while it has significant influence on my attitude and habit.
3. I think selling messages is easier. Recalling those message campaigns, the messages sold are always beneficial to individuals’ comprehensiveness, to social development, or to the sustainable of nature. While consumers are defensive to commercials whose purpose are the development of companies. Hence consumers will be less defensive to messages which are not linked with other organizations’ profits.
1.Actually, I cannot name one for the the designated time period since I was unable to buy myself something. What I asked for was just a general goods category, say, chips or jelly. And the only thing a kid may care about after he get a nod from his parents, must be the vivid picture on package rather than a exact brand.
ReplyDelete2.Yes. That is the Bandai's commercials before the Altman show every Sunday night. I was so obsessed with the show that every time I saw something related to Altman I got extremely excited and cannot even breathe. Then I was the target consumer of Bandai I guess. Sitting in front of the TV waiting for the commercial of the little monster& Altman models became a routine since then.
3.I think it's harder to sell a product because people usually have a natural feeling of resistance against spending money. But selling concepts is different. People may regard that as a harmless piece of advice for some unique thinking patterns that they can take easily and can give up when they don't want it anymore. It's easier for people to accept a concept, thus it is easier to sell one.
1. My favorite brand was LEGO. I always imagine that I was able to build a house by myself. When playing LEGO, it aroused my expectation for house and home.
ReplyDelete2. In fact, I can’t think of any. I studied in Singapore and Hong Kong when I am 9 to 13. Due to the language problem, I seldom notice any ad or promotion activities.
3. I agree with your concern that selling message and selling product is totally two different things. I think selling a message is more important. Even if people understand or get your message, it’s hard to make them believe it. Selling a product seems more easier.