From the last blog post (also our first blog post) we talked about the genesis of Bawte and how it revolved around product registration cards.  As I thought about it more, I wondered if this could be used with any product whether or not they include product registration cards.  My mind immediately went to "yes", why not?

I am sure if you produce ketchup or peanut butter or wine you would still love to connect with your customers.  If you make soda pop or pizza crusts or cold cereal you would like your customers to be able to easily post something to your Facebook wall or mention you on Twitter.  And if you make picture frames or lamps or candles you would like to get Follows or Friended by your customers.  I am setting these questions up as rhetorical because obviously the answer is "yes" or maybe more appropriately "Hell YES!"

So we expanded our vision to all products regardless of what it is and where it is sold.  I have had many people ask me, "Well John, why would anyone scan those 'types' of items?"  My response is usually "Why wouldn't they?"  Products don't have to be high ticket items to be high involvement items.  To understand, lets look at those terms in more detail.

I think we all know what high ticket items are.  So let's focus on high involvement (thank you Marketing 101).  High involvement items are ones where people invest time in determining which product they will ultimately choose.  Sounds like the last time you bought a washer and dryer.  But what about people who are on certain diets and find a food that fits that dietary need?  What about someone who will only buy that particular brand of peanut butter or buys the same brand candle because that is the only one her entire family can tolerate?  What about someone who religiously goes to the same convenience store because they have the coldest fountain pop?

Yep, you guessed it…all high involvement purchase decisions.  What I believe is that all brands, regardless of product type, have loyal customers.  Loyal customers who associate with that brand of…whatever.  And those loyal customers have never had an avenue to let the brands know they exist.  Sure they can post something on Facebook or send out a tweet, but do the brands realize that the person who sent that tweet is the same person who buys their product every week without exception?  No, no they don't.

So Bawte has evolved.  We have evolved from merely an automated (and very cool) product registration technology, to one that connects brands to their customers.  And our hope is that brands begin to recognize their loyal consumers and ultimately begin to give back with laser-focused offers, discounts, promotions, sweepstakes and so much more.

In our next post we will begin to look at how Bawte goes beyond just being 'cool' and really adds value to customers.  Till next time.