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No. of Recommendations: 7
It appears that CNS may be learning that old adage "stick to your knitting". They may have been diverting too much time and money to the latest and greatest new product when, by their own admission, their primary product has less than 3% penetration.

Every NFL game day CNS gets "free" advertising of sorts when their strips show up on NFL noses. Why not lever that coverage, as well as expand it into other sports? Maybe lower-cost non-star players can be used to tell America how great the strips are....NOT just for the game, but also at home ( nighttime, snoring, colds, etc.)

There is something powerful when the "regular" ( non-star ) players in lots of sports get a chance to tout something simple and effective. I can envision quite a long running campaign which features the " working class " of all the sports leagues talking about one thing that makes their life "RITE" in a small way.

The key is to start the idea with sports, but "surprise" the viewer with the non-sports ( i.e. mainstream ) uses for the strips.

Using non-stars ( "nobodies" ) could become quite a trademark over time....if cast correctly, it could generate a reverse-star appeal...and be WAY cheaper than the standard "star" endorsement routine.

The idea could also go beyond unknown, older out of date ( i.e. low cost ) stars of anything ( stage, screen, whatever ).

All that is needed is the proper advertising "hook"...the line or slogan that makes it work together....that spells out what/why these folks have in common.

Since I'm not getting paid for this, I'll leave that to the advertising agency and Marketing Department ;-)

Well, enough "back-seat driving" from an old Marketing Man who is long on CNXS!


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