January 10, 2011

The Three Pilars of BE DiFFERENT Marketing

BONDING is in; Flogging is out 
Hire for Goosebumps 
The House of YES

Here are the strategic drivers that should be guiding how we market in today’s world:
- Remarkability
- Indispensability
- Gaspworthiness
- Unforgettability
- Uniqueness
- Distinction

We won’t get there if you continue to practice Marketing in the traditional way. Product push is ignored. A focus on what we produce makes us invisible. Catering to the mass market makes us irrelevant. Mass market media purchases defines us as a member of the faceless herd.

Here are the three essentials to create the change we need in our marketing strategy if we really want to make a difference in people’s lives and stand-out and apart from the competitive herd:

Number One, we need to be concerned about creating VALUE as opposed to continuing to push our products and services down people’s throats. Its about defining the value that we deliver to people rather than the fancy gadget with lots of cool capabilities. It’s about the Problems that we solve for people The Experiences we create. The Happiness we generate. The Memories we produce.

Number Two, we need to focus on our FANS, the people who really care about what we do. Who are they? What are they all about? What do they need, want and desire? Who are the “Sneezers” who have enough social power to spread our word around and expand our tribe? How do they communicate among themselves? How can we be unique and distinctive in the VALUE we create for them? Growth occurs when we provide more value to our fans and expand our fan base, not by trying to attract new customers through mass market advertising.

Number Three, we need to create packages of Value . Emotional memories, mind-blowing experiences and happiness usually happens when we experience a number of elements rather than a single one. For example, a “Mountain Adventure” is more likely to delight us with a combination of a hotel room, a daily breakfast, a spa and a guided horseback ride tan if a horseback ride were provided on its own. Interesting that a Value Pak can be provided by anyone. You don’t have to be in the horseback riding business to offer this Pak.

Define the Experience. Assemble the Pak components. Integrate them seamlessly into a Value Proposition that will resonate with our Fans. That’s the process. And it will make us DiFFERENT.

Cheers,
Roy



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Strategy Creation | Marketing | Permalink
Posted 1.10.11 at 06:10 am by Roy Osing | Read Comments (0) | Leave a Comment