Marketing

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Competitive Fatigue: Are You Allowing it to Happen?

It's easy to get despondent and think 'how can my competitors get away with that?', or 'why are my customers behaving in a particular way?', or more commonly, 'why do customers always question price?'.

It's not their fault, and you shouldn't hate your competitor.

One of the most powerful dynamics you can manage to your advantage is the competitive positioning you have with your competition.

Don't Limit Yourself

There's a tendency to stick to conventions with branding and marketing. These limitations are mostly self imposed on what each of us perceives to be 'professional' or 'appropriate'.

There are no rules!

The only guideline you should follow is to ensure your messaging, campaign, or brand resonates with your target audience. Aside from that you can leave tradition at the door.

Ten tips for retaining and attracting customers in times of turmoil

  1. Be seen to be improving and moving: No one wants to work with stagnating companies. Even a small change to your marketing can reinvigorate market interest or stabilise your position. Perception is reality, so learn to control it before it controls you.
     
  2. Improve your value proposition: 90% of the time the problem is not what you sell, it's how you sell it.

Social Media: Highest Cost, Lowest Impact? (TCCS#5)

The Competitive Challenge Series (TCCS)

Vol. 1 #5


The Competitive Challenge Series will help you understand, identify and improve every facet of your branding and messaging that impacts your sales and growth. My objective is to deliver strategy and ideas to propel you beyond competitive challenges.

This weeks challenge...

Social Media: Highest Cost, Lowest Impact?

The Competitive Landscape for 2011 (TCCS #4)

The Competitive Challenge Series (TCCS)

Vol. 1 #4


Each article in this series will help you understand, identify and improve every facet of your branding and messaging that impacts your sales and growth. As always my objective is to deliver strategy and ideas to propel you beyond competitive challenges.

Hamish Chadwick.

This weeks challenge...

Taglines: What Interest Are You Creating? (TCCS #2)

The Competitive Challenge Series (TCCS)
Vol. 1 #2

Each article in this series will help you understand, identify and improve every facet of your branding and messaging that impacts your sales and growth. As always my objective is to deliver strategy and ideas to propel you beyond competitive challenges.

Hamish Chadwick.

This weeks challenge......

Foxtel vs South Australia

What appeared to be some clever marketing popped up on screen during the ads on the LifeStyle channel yesterday.

"Receive a free book on South Australia - press your red button now" appeared during an ad for the festival state.

I was then prompted to enter my email address.

I lost interest at HAM........ (well to be honest I got frustrated at having to use the Foxtel remote keypad to enter in the required 26 characters).

20 Points to Focus Your Thinking

  1. We expect technology to assist us to complete tasks e.g. email, CRM, coffee machines. Is your website helping customers to complete tasks?
  2. If you choose a risqué name, are you prepared to live up to it?
  3. Stakeholders will scrutinise names within the context of a naming exercise. Outside of that context, nobody cares. Think of your audience!
  4. Every business has a brand. The question; is it helping you grow?

Selling With A Rebate? What's Your Value?

The number of companies that sell products that come with a government rebate that don't offer any compelling value beyond the rebate astounds me.

A subsidy is the market's greatest key average - everyone can offer it.   So why insist on using an average like this as the basis for a marketing message?

If like most of your customers, you believe that you get what you pay for, then a product that is essentially free must have a low perceived value.

Are Contradictions Damaging Your Brand?

A logo used with other brand visuals used in a commercial environment is how you ‘show’ your values.  But, what do you ‘say’ and what are you ‘doing’ to reinforce your difference? 

Most businesses don’t realise it but one of their most powerful branding tools is usually already being utilised through what their team are saying and doing every day.

Have you identified areas where contradictions may occur?

Consider an organisation that values technical superiority