How to improve your marketing and business competitiveness - ideas, tools and examples of how the best businesses compete - it's those who are 'dramatically and demonstrably different' from their competitors

1. are you thinking in ‘ 3 D ’....? some ideas to improve your marketing, your competitveness, and your customer relationships ideas on creating a business that’s d ramatically and d emonstrably d ifferent from andy hanselman

2. ‘ 3 D ’?

3. what does that mean?

4. d ramatically and d emonstrably d ifferent it means... being.....

5. why is it so important today?

6. in days gone by, tv ‘ruled’

7. the louder they shouted, the more we listened..... the more often they told us, the more we believed them..... the bigger the budget, the better the results

8. today, it’s not so easy and many ‘traditional’ ‘marketing’ methods are failing

9. why?

10. we’re in ‘the age of abundance’

11. “ in every single industry there is now overcapacity of production and lack of capacity in terms of people” sir martin sorrell, chief executive WPP

12. there’s greater transparency

14. ‘ trust in institutions is declining’

16. 76 % of consumers don’t believe that companies tell the truth in advertisements

17. customers put up more ‘barriers’

19. customers have more ‘power’

20. “ to find something comparable, you have to go back 500 years to the printing press, the birth of mass media – which, incidentally, is what really destroyed the old world of kings and aristocracies. technology is shifting power away from the editors, the publishers, the establishment, the media elite. now it’s the people who are taking control ” Rupert Murdoch Wired Magazine

21. ‘ word of mouth (and of mouse!) is increasing’

22. 93 = percentage of customers who identify word of mouth as the best, most reliable source about ideas and information on products and services - up 26 pts. vs. 25 years ago Source: NOP World

23. that can be good news - or it can be bad........

24. beware the ‘rage’ rover driver!

25. Dave Caroll got over 6 million ‘hits’ after singing about a ‘bad experience’ with United Airlines

26. so, what does all this mean?

27. you’ve got do stuff that makes your business ‘stand out’

28. stuff that gets people talking

29. (‘good stuff’ please!)

30. so, what exactly is ‘ d ramatic d ifference ’?

31. here’s my ‘definition’

32. d ramatic d ifference : “ an unmatchable ‘bundle’ of products, services, skills, methods and practices that differentiate a business from its competitors”

33. sometimes (but not that often) it’s the product or service itself

34. think...

35. usually it’s the way you deliver that product or service

36. think...

37. please understand

38. .........it’s vital that when it comes to ‘ your d ramatic d ifference ’ that...

39. your customers w ant it

40. your customers can r ecognise it

41. your customers are willing to p ay ( m ore ) for it

42. that often means...

43. not trying to be ‘all things to all people’ – not everyone has to love you!

44. so .........

45. focus on the customers you want to work with – choose ‘em or lose’em!

46. it also means...

47. setting standards that others are measured by - ‘ if they can do that why can’t everyone else?’

48. that means .........

49. making sure you are the ‘ they’ not the ‘ everyone else’

50. so, how do you ‘ measure up’?

51. here’s a little model........

52. ‘ -1 D ’ ‘ D ramatically & D emonstrably D ifferent ’ ‘ worse than ’ ‘ as good as’ ‘ Dramatically Different ‘ as bad as’ Different (‘better than’) ‘ 0 D ’ ‘ 1 D ’ ‘ 2 D ’ ‘ 3 D ’

53. ‘ -1 D ’?

54. = ‘worse than’

55. means you’d better start doing something quick (carrying on reading this might be a good start!)

56. ‘ 0 D ’?

57. = ‘no’ difference

58. = ‘as good as’

59. = ‘as bad as’

60. it still means ‘same as’, and....

61. ‘ same as’ sucks!

62. if i think you’re the ‘same as’, then why should i come to you?

63. unless of course you’re much, much cheaper........

64. so .........onto

65. ‘ 1 D ’!

66. = ‘a’ difference

67. that’s a good start

68. but .........

69. is your difference what customers w ant , r ecognise and are willing to p ay ( m ore ) for?

70. this bit’s ‘key’...

71. it’s no good being “technically excellent if you don’t deal with customer enquires promptly no point having ‘great products’ if your sales guys don’t have the product knowledge it’s no use having ‘fantastic after sales service’ if you’re too busy serving new customers

72. remember .....

73. your ‘ d ifference ’ is like milk – it has a ‘shelf life’

74. if you’re only ‘slightly different’ others can easily copy, catch up, and even ‘overtake’ you

75. so .........onto

76. ‘ 2 D ’!

77. = a ‘ d ramatic ’ d ifference

78. that means.... ‘ breaking the rules....’ ‘ ..even creating new ones!’ ‘ not just ‘thinking out of the box....’ ‘ ...but getting out of it’!’ ‘ doing things others aren’t doing....’ ....even better, doing things others can’t do! ‘ sometimes it’s just lots of ‘small things...’ ‘ the right small things....’

79. “ don’t be afraid not to follow the herd – because where the herd’s gone, the food is already eaten” bob dylan

80. sources of ‘ d ramatic d ifference ’ ‘ what lets your industry down?’ ‘ where’s your customers’ pain?’ ‘ what do your customers ‘really’ value? ‘ what would get people talking?’ ‘ what happens in other sectors you could adopt?’ ‘ what ‘disappoints’ your customers?’ ‘ what irritates or annoys your customers?’ ‘ what could you do that would be ‘remarkable’?

81. your challenge is to raise the bar!

82. and .........then

83. “ stand out” and deliver

84. that’s .....

85. ‘ 3 D ’!

86. d emonstrating your d ramatic d ifference it means...

88. er .........it’s a bit more than this!

89. everything you do does one of 3 things – it acts..

90. + p ositively - n egatively = n eutrally

91. ensure that everything you do acts positively and reinforces your d ramatic d ifference

92. crucially .....

93. s houting a bout y ou t o o thers do stuff that gets your customers

94. “ marketing is the tax you pay for being unremarkable” Robert Stephens, Founder, The Geek Squad

95. 3 questions: so finally...

96. d ramatic d ifference ? what’s your

97. what are you doing to d emonstrate your d ramatic d ifference ?

98. what are you going to do n ow ?

99. remember .....

100. if you can’t d emonstrate you’re d ramatically d ifferent , you’re invisible

101. want more? ....