Out-marketing your competitors is easy if you do it right. It takes a combination of work and savvy, but the results can be positive. Frankly, the competition often makes it unusually easy. They talk about what they’re going to do, but never get around to doing much. They’re successful at missing marketing opportunities.
However, quite a few companies “get” the concept of out-marketing. For example, a 44-store dry-cleaning chain responded to requests for submissions for family business of the year and for a community service award. The company prepared and submitted detailed proposals, and took top honors in both categories, which brought widespread recognition and additional opportunities.
Although the possibilities are limitless, here are twenty-two marketing ideas that can help you out market the competition.
1. Put your marketing under the microscope. Review everything. That means all of marketing activities, whether it’s advertising, letters, memos, e-Bulletins, newsletters, press releases, and so forth. Ask yourself, “Is this about our company or is it about our customers?” Focus squarely on “them,” rather than “us.”
2. Get a grip on the customer. This means thinking like a customer. Seems obvious, doesn’t it? If you’re selling something, why wouldn’t you try to get inside the customer’s head? After looking at recent GM ads, you might wonder what they’re thinking. Chevy ads focus on interior space, mileage and Onstar, while Buick highlights a smooth ride. Is all that on target? If the “Cash for Clunkers” program is any indication, it isn’t. Consumers want value for their dollar. By the way, GM isn’t alone.
There’s just too much stuff that keeps us from seeing the world though the customer’s eyes.
3. Watch out for no-appeal perks. Just giving things to customers, including most so-called value-added “stuff,” can backfire. It might send the message that you don’t really understand what they want. If something doesn’t have value for the customer, don’t offer it.
4. Get the emotions going. Facts can be helpful, but they don’t translate into action. Reebok got the message with its cable ads for its women’s EasyTone shoes that provides a compelling message: “Better legs and a better butt with every step.” The ad had both men and women talking, a sure sign that it hit an emotional target. Skechers’ Shape-ups for men aimed at the same “hot spot” with the “get in shape without setting foot in a gym.”
5. Be ubiquitous. “Daimler AG’s two-year effort to win over U.S. drivers with a thrifty, plastic-clad minicar is running out of steam,” noted Business Week. After a hot start, ForTwo sales stalled. Was it the car or an inadequate marketing budget? The ForTwo smart car was a new concept that needed to be seen and promoted in every metropolitan area. It’s an example of how under-powered marketing gets you nowhere.
6. Power up your social media skills. Look for sites that seem to fit your objectives and focus on one or two to start. Join the groups that are right for you and expand your connections. Then stay with it and make yourself part of the community by posting helpful information regularly.
7. Seek presentation opportunities. Organizations look for presenters who can offer timely information and who won’t serve up an infomercial. If you’re an interesting speaker capable of delivering an applause-worthy presentation, there are opportunities then you have an edge! It’s a great way for prospects to get acquainted with you.
8. Piggyback on hot news. A law firm specializing in divorces responded immediately to the Tiger Woods story with a “local angle,” just what the press was looking for. The story was picked up by more than 40 media outlets across the country. This is always a small window, so you need to act quickly.
9. Develop a prospect database. An inadequate prospect database thwarts the marketing efforts of most companies. It’s impossible to communicate with and cultivate prospects, unless you have complete and accurate contact information.
10. Communicate consistently in a variety ways. No business can depend on one or even two ways to communicate with prospects and customers today. The goal is to bounce as many balls as possible: phone, e-mail, texting, print, and electronic newsletters, blogs and seminars. Not all at the same time, but in more than one way.
11. Sponsor a community relations program. Go beyond just giving money. Identify a community need and make it yours by integrating the need into your marketing plan so that it becomes an extension of your brand. The goal is to align your company and its resources with your community relations program.
12. Stick with facts. Much of what passes for marketing is mere opinion shrouded in “puff and fluff.” Third-party surveys and solid research can help build credibility by dispelling doubt.
13. Give your Web site a redo. Old Web sites never die, they just stay that way. Ill-conceived, poorly designed and company-focused, you need to fill them with excitement and customer appeal.
14. Share your knowledge. Although every business possesses expertise, few share what they know with customers. It’s your knowledge that helps set you apart from the competition. Sharing what you know has the power to pull customers.
15. Build your brand. What does the brand stand for? How do customers and prospects perceive it? What do they think about when they think about you? What value does your company bring to your customers and how do you know? Guessing isn’t good enough. Give attention to what makes your company unique.
16. Create a marketing calendar. Although marketing plans are important, the place to start is with a marketing calendar: what’s going to happen each month, week, and so forth. Use it as a road map to stay on track.
17. Follow up on sales leads. Lead accountability is essential; studies show that follow up fails with 30% to 80% of leads from inquiries, requests for information, telephone calls and so forth. They’re ignored, thrown away, dismissed as unimportant or fall through the cracks.
18. Avoid trite words and phrases. When everyone uses certain words, stay away from them. Watch out for these: “value” (prove it), “We have great people” (who says so?), “We care” (words are not reality), “Your business is important to us” (Is that why you give out 25-cent trinkets?), “We provide solutions” (what does that mean?). Such words are “high level abstractions” that don’t mean anything to customers. Being descriptive and telling stories is what grabs customers.
19. Market by-lined articles. Well-written, thoughtful and informative articles (not self-serving) that meet an editor’s requirements are in demand for both print and online venues. They’re a great way to demonstrate your ability to communicate successfully.
20. Avoid subterfuge. The e-mail message is clear: “Ask for our free white paper on...” Then when you “click here” to get it, up pops a form, which instantly devalues the white paper. In fact, it’s no longer “free,” since the “price” is providing contact information. This sends the message to prospects that you’re not an upfront business. If it’s free, let the visitor get it now.
21. Understand male and female shopping styles. Anyone who goes to the supermarket knows men and women are different. Men go down an aisle with speed and determination. They grab what they want, almost without slowing down.
Women, however, take their time, check over possible purchases, and check the differences carefully before they make a decision.
As we all know, the two genders easily irritate each other.
Researchers point out that in prehistoric times women were the foragers, who spent their days carefully looking for the best foods, while the men were planning which animal to kill and how to go about it. When ready, they went out, made the kill, and came home with the prey. Nothing has changed. Recognizing the differences is essential for successful marketing.
22. Ask yourself why your company deserves more business. Ford took this question seriously by challenging itself and coming up with far reaching changes in its thinking and operations (such as moving to smaller vehicles and a truly global platform. Your actions let customers know what you really are.
If you’ve thought of other marketing activities to add to the list, that’s good. Continually expanding our marketing horizons is what it’s all about. It’s the best way to out-market your competition.