The document discusses how Febreze initially struggled when first launched due to ineffective marketing that portrayed it as a solution for eliminating odors, rather than an enhancer. After conducting consumer research, P&G discovered people saw Febreze as a reward after cleaning. P&G then marketed Febreze as a finishing touch rather than a cleaning product, which led to increased sales. The document argues that effective marketing and presentation are important for any product or person to be successful, and shares details about the shipping app Shyp.

1. There comes a time in life when we have to change
our perspective and attitudes; to change our view on
how we look at things at a very different angle. I
remember the other day when I was sitting at the gym
on Labour Day, I turned my iPod on to review the
Febreze story I'd previously put on pause the day
before. The audio book was titled, 'The Power of
Habit' by Charles Duhigg.
What startled me the most was how our brains work
and how society dynamically evolves without our full
knowledge. The funny thing is, even as you're going
through this article, our society and pop culture keeps
evolving. After tireless work and years put by P&G to
develop Febreze, the product still received very poor
reception, with its sales going from small to smaller
after it was launched. The company ended up losing
millions of dollars. Why was this? I bet it was how
they opted to advertise their product. Just a handful
of people bought the product. Rather than giving its
consumers a really good reason to buy it, they
advertised the product as being their lasting solution
to eliminating that nasty odour in their homes, fabric
or cars. Who wouldn't take this personally? It created
an illusion that the person using Febreze was
nauseating that's why they had to use this product.
So where did they go wrong? As much as the company
was confident and aware that they had a massive
product, they weren't aware of how to go about
marketing their product to reach the final consumer.
Following some studies and research, the company

2. grasped the idea of how they needed to go about their
marketing. Through tons of interviews and one-on-
one contact with consumers, they were able to
understand just how people connected with the
product in their daily routines.
Rather than portraying the product as a whole new
cleaning routine, through the studies, the company
came to realize that a number of people used it as an
enhancer; the reward they get after finishing their
cleaning chore. When they went back to the drawing
board, they implemented a marketing strategy that
aimed at changing their entire culture. This time
around, they came up with an advertisement that
portrayed Febreze as the final finishing touch of
consumers' cleaning. That even without any serious
odour problem, you could spray your house after
cleaning to act as a reward or get that 'mini-
celebration' feeling the moment you are done cleaning
the room. Commercials later on showed people
cleaning their houses though it was considered clean
and sparkling after a spray of Febreze. Only after this
new advertisement strategy did P&G begin to notice a
sudden rise in their sales and profits.
My personal thought is; this Febreze concept applies
to life and other failing businesses. You may never
realize it, but in this life, we're all marketers. The way
you inform others who you are and what you do is
paramount as it communicates to them who you truly
are. In simple terms, it's the basis that other people

3. use to define you. I have a background in sales and
during most training and meetings; presentation is
always the key focus and center of attention. The ways
you present and communicate your product or
yourself to the rest of the audience will encourage
them to buy into you or your product. Let me share an
experience, in the past, I had the opportunity to
interact with a group of people from Ivy League
schools. As much as I wanted to, I didn't buy what
they were telling me simply because they failed in
their presentation.
I'm a huge fan of an evolving society and culture and
to be honest, I believe that technologies and the on-
demand apps will change our culture. Remember how
the internet changed things way back in the 90s? Yes,
that kind of change. I've seen Handy, the two-sided
online marketplace for residential cleaning and other
home services, dominate the marketplace while their
competition wallowed in suffering and died slowly.
Think to yourself, what are they doing differently that
other competitors aren't doing?
Now it's time to get you my reader involved; join me
in my quest to change the world and our culture. Test
another tech start-up in the app world for free and let
me have your feedback. Do you see this as the next big
thing? Or rather, do you see it as having potential
though in need of a little modification? The Febreze
also required a tweak before appealing to millions of
consumers.

4. What's the name of this App? It's Shyp. This App is
advertised as being the easiest way to ship anything
regardless of where it's been taken in the world. It
neither requires packaging of your shipment nor a
visit to the post office. The best part about Shyp is; it
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things to. It gives you the opportunity to avoid the
hustle and bustle of everyday life and routines of
packaging things on your own and waiting in long
queues. It's the easiest most reliable way of shipping
things around the globe with a guarantee of cutting
your costs to fit your budget.
The procedure is simple; visit shyp.com and give it a
free trial with the promo code FREE1086.