From the category archives:
nnovative, Indispensible, Inspirational. These are the three I’s of an effective Value Proposition. If you want to make your brand work, you’ve got to cater to your target consumers’ needs. We’re not just talking about basic needs here. A product or service can also satisfy emotional and perhaps even spiritual needs. It all depends on how you position your offering.
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When Old Spice and its advertising agency, Wieden + Kennedy, saw its latest campaign was becoming a viral success, they immediately capitalized on it. Now, not only has the Old Spice Guy, perpetually wrapped in a bath towel and flashing a debonair smile, become a household name; product sales are growing and the company is enjoying a breath of new life in its industry.
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IDEO, the design firm, was asked to design a new concept in latrines that under-developed villagers could assemble from locally available materials. This need is significant for disease prevention and other issues.
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Marketing and salespeople should learn a thing or two from one of kindergarten school’s most valuable lessons: politeness and gratitude.
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Every sales and marketing expert has spoken about this, but it still bears repeating. Successful online marketing, selling and networking requires mastering the art of giving. It’s simple, really. Before you try to get something from someone, you need to give them a reason to give it to you in the first place.
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Figuring out the right marketing strategy in order to win. You know you won’t always win, but what keeps you going is the belief and attitude that you can win.
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If you can’t define unique features and benefits that make you special or different, then your selling on the only other option – low price. Unless you have some distinct operational efficiencies (like WallMart), you don’t want to play the low price game because even when you win, when you really think about it, you actually lose. This is why clearly identifying how your products and/or services are different from the competition – in ways that are meaningful to your target market – is crucial.
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Jose Palomino is President of g2m Group, Inc, and author of the book, Value Prop. Jose combines tactical creativity, strategic orientation, marketing savvy and technical acumen to deliver insights, leadership and results. In his book, workshops and coaching, Jose makes this strategic marketing methodology practical and immediately usable. Learn more »
