Just One More

Originally conceived and practiced at Procter & Gamble to influence consumer behavior, with the goal of continuously building the brand and the business, Just One More became a best practice in the daily and weekly operations of several household and personal care brands.

Across virtually all Procter & Gamble businesses, we focused on increasing the household penetration of our brands and products, and the number of consumers served every year.

99% of US homes buy at least one P&G brand product on hand.

The most important type of consumer you need to add to any brand or business is the point of category entry new user. The Just One More concept lead to point of entry programs across virtually all P&G product categories, from diapers and razors to feminine care products and detergents.

This lead to a whole host of very successful point of entry programs — many of which have been in place for decades:

  • Pampers sends samples of Swaddler’s diapers to moms in hospitals when her baby is born.
  • Always and Tampax products are often found in school health programs.
  • Crest provides samples of their toothpaste in dental offices as part of patients regular checkups.
  • Gillette gifts the latest razor blade system to boys on their 18th birthday.
  • Tide has packed detergent samples in every new washing machine. Bounce and Downy does that same with new dryers, while Cascade does the same for dishwashers.

The Just One More concept has helped inform the related trade-in, trade-over, trade-up and (strategic and selectively) trade-down strategies.

Point of Entry is clearly a trade-in strategy: add just one more new consumer to the category who tries a P&G brand and product first.

The trade over strategy is classic just one more.

  • If a consumer uses Crest toothpaste, incentivize him or her to try another Crest product — mouthwash, floss, a power toothbrush, whitening strips — you get it.
  • If a consumer uses Olay moisturizer, encourage him or her to try facial serums, body washes or any other assortment of treatment products.
  • If a consumer uses Bounty in the kitchen, encourage him or her to use Bounty elsewhere — in the bathroom, the garage, the work room, the car, the boat and anywhere else you may need it.

Think about just one more for your business, clients, customers, and to build your revenue and profit.

By the way, Just One More works on more than just customer acquisition. It works on the operations and productivity side, too.

At P&G, we studied NASCAR pit stops in detail, breaking down the activities and tasks by the second by the performer of each task. Sometimes it pays to add just one more player to the team to maximize effectiveness and efficiency.

Sometimes it pays to ask each current player to do just one more task each to improve effectiveness and efficiency.

Just One More is a powerful concept worth thinking about.

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Former CEO of P&G, president of The Bay Park Conservancy and most recently founder of Leading To Win, a publication dedicated to helping entrepreneurs & SMBs.

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AG Lafley

AG Lafley

Former CEO of P&G, president of The Bay Park Conservancy and most recently founder of Leading To Win, a publication dedicated to helping entrepreneurs & SMBs.

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