Differentiate or die

With many markets becoming increasingly homogenous, it’s never been more important to find a point of differentiation in your business that makes you easier to choose.

We spend a lot of time working with clients to help them uncover and develop those points of differentiation before we then help execute the idea.

It’s this strategic thinking that really makes a difference when it comes to executing a marketing plans.

Here are just a few of the things we consider:

•  Could we introduce a new technology that would disrupt the market?
•  Could we change/introduce our pricing structure/business model to gain an advantage?
•  Do we have services that we could re-define as product (or vice versa)?
•  Can we alter the speed of the market? Can we introduce products more quickly?
•  Can we provide organisation in a market that is disorganised or connect people who are presently unconnected?
•  Is there something expensive (that is stopping a sale) that we can give away for less and then charge for something else?
•  Could we take the lead on ethics in our market?
•  Should we avoid the mass market and concentrate on the periphery where value is more highly prized?

I’ll be discussing these points and others at my next round of free marketing seminars.

Andy Chemney
Managing director, Ignition