In a recent webinar, a small camp owner asked how he can compete with larger competitors. It was a David vs Goliath undertaking, but the answer followed the same track as the epic battle’s conclusion…find the weakness.
It told a story of a camp who was advised to go stealth and pose as a customer to see how his could compete more effectively.
The results were illuminating. While the big brand had a big reputation, they also bogged down the buying process with barriers to serving the customer, and they provided little if any personalized service.
Eureka! What that camp director learned and what savvy marketing professionals know, is researching the competitive landscape is key to developing a marketing strategy that will deliver results.
Goliath was a dreaded giant. But David knew weakness and it helped him succeed.
Marketing plans need to do the same thing. Before a dime is spent on advertising, pay-per-click strategies and other expensive tactics, marketing planners must help businesses understand the competitive landscape in which they work. And discover the elements that make them truly unique from their competitors.
It is one of the reasons we spend quality time with our clients. While we work to understand everything about our client’s businesses, we also conduct that all-important research to develop the most cost-effective strategies that will work.
Plans are built on highlighting the specific qualities that our customers don’t. Since the research also includes learning what is important to our client’s customers, we are able to intertwine the two together to deliver a compelling story.
We find that while many businesses know everything about their products and services, many are not able to get a customer’s perspective to analyze the competitive landscape.
If you are one of those camp directors who want to make better use of your marketing dollars and efforts, let’s talk to learn how we can help you defeat the Goliaths in your industry.
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