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With so many businesses offering so many different services, when it comes to marketing it can feel like your company is a drop in the ocean. Even when you reduce that search to just your pool of expertises, for example business to business design, you still face a lot of competition.
The problem with the market of marketing is that often CEOs and managers just don't know where to start or how to define their business from the rest. Standard implementations have been used so often that they have become cliched and many member of upper management do not have the creative skill set to find new ways to tackle the problem.
The utilisation of testimonials is a time-honoured marketing strategy. Using the business to business design example again, companies issue mission statements that often promise to deliver excellent campaigns in a professional, time-savvy manner. The argument is; of course you do, it's your job! So where do companies go from here?
In order to separate themselves from the competition companies will more often than not simply reduce their prices and undercut those that are offering the same product or service than them. However, where this is not possible you need to prove to your customers why they should invest in your service or product. Minimal changes to your business model can slightly alter your target market whilst keeping your product or service exactly the same.
Referring to the business to business design idea again, the company have a duty to fulfil your design needs but a small tweak in direction opens up a new customer base. Realigning a mission statement to say that the company works on "business impact and operates a consultancy process along with a marketing strategy to heighten the design aspect" still allows the company to be design based but also gives it a more powerful selling point. Now, far from just working with visuals, the company provides a service which impacts business.
This more precise angle will not attract everyone but it will attract the right people who are a looking for a more specific service. This example highlights how small changes can separate you from the detritus and therefore justify having a business that is high-end or mid-market rather than hidden in the over saturated low cost end.
The problem with the market of marketing is that often CEOs and managers just don't know where to start or how to define their business from the rest. Standard implementations have been used so often that they have become cliched and many member of upper management do not have the creative skill set to find new ways to tackle the problem.
The utilisation of testimonials is a time-honoured marketing strategy. Using the business to business design example again, companies issue mission statements that often promise to deliver excellent campaigns in a professional, time-savvy manner. The argument is; of course you do, it's your job! So where do companies go from here?
In order to separate themselves from the competition companies will more often than not simply reduce their prices and undercut those that are offering the same product or service than them. However, where this is not possible you need to prove to your customers why they should invest in your service or product. Minimal changes to your business model can slightly alter your target market whilst keeping your product or service exactly the same.
Referring to the business to business design idea again, the company have a duty to fulfil your design needs but a small tweak in direction opens up a new customer base. Realigning a mission statement to say that the company works on "business impact and operates a consultancy process along with a marketing strategy to heighten the design aspect" still allows the company to be design based but also gives it a more powerful selling point. Now, far from just working with visuals, the company provides a service which impacts business.
This more precise angle will not attract everyone but it will attract the right people who are a looking for a more specific service. This example highlights how small changes can separate you from the detritus and therefore justify having a business that is high-end or mid-market rather than hidden in the over saturated low cost end.
About the Author:
Want to find out more about b2b design, then visit Cliff Findlay's site to find out how to use b2b marketing effectively.
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