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The term 'differentiate or die' is obsolete. Why? Because there's too much choice and not enough differentiation to go round. That's why marketers today need to stop trying to convince us they're different but instead should focus on activity that's
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Want to grow
your business?
Be distinctive.
ProManchester 16 July 2014: Hot TopicAllie Johns, planning director, Clock Creative
KEY TAKEOUT
Rather than trying to convince your
customers your brand is different, put
your efforts into understanding them and
focusing on activity that inspires and
encourages them to connect with you.
CHOICE OUTSTRIPS DEMAND
WE’RE HARD-WIRED FOR SIMPLICITY
WE’RE HARD-WIRED FOR SIMPLICITY
NOT ENOUGH DIFFERENTIATION TO GO ROUND
“We are highly qualified in offering you all the
legal services you need for your business.”
“We provide a broad spectrum of
legal services for businesses and individuals.”
“…an award-winning international commercial law firm delivering advice
and strategic guidance spanning the full legal spectrum.”
“a full service legal firm specialising in many areas of the law.”
“…in-depth of expertise across a range of areas. Select the service to find out how we can help" .”
NOT ENOUGH DIFFERENTIATION TO GO ROUND
“Your Manchester experience is what you
make of it. This is a university and a city with
endless possibilities – a place where you take
control of your future..”
“…a friendly, vibrant and pioneering University. We continually invest in our campus, facilities and
industry partnerships to enhance your student experience and provide opportunities
to develop the skills needed to succeed in your career ”
“one of the UK’s most exciting universities, we offer you a wide variety of courses designed to
to equip you with the important skills, qualifications and experience you need
to make you a sought-after professional.”
YOUR CUSTOMER PROFILE IS EVOLVING
“Persil washes whiter.” “Really?”
‘Generation Me’
75% have social network profile
20% have posted a video
91% have posted a selfie
‘Brand-in-Hand’
Don’t trust easily
Source: Pew Research Social & Demographic Trends.
‘Millenials'
Ipsos Millennial Social Influence Study 2014.
How can you earn their trust?
61% visit 3rd party sites, seek feedback from peers and
partners and social channels rather than engage in a sales
conversation
70% believe technology will replace human interaction in
the next 10 years
93% use Google search to begin the buying process
60% of C-Suite Execs conduct more than 6 online
searches a day
71% see communication shifting more towards
social/digital collaboration
Sources: B2B Marketing Summit 2013, jeffbullas.com, DemandGen,
SmartInsights, Avanade 2013, IBM Institute for Business Value 2013.
Gen ‘Y’ / ‘X’
61% of social media users share their experiences to “give
recognition for a job well done.”
58% write reviews to protect others from bad experiences
42% expect a customer service response within 12 hours
60% percent of consumers researching products through
multiple online sources learned about a specific brand or
retailer through social networking sites.
Sources: Neilsen/NM Incite; 18 - 34 year olds.
We’re socially empowered
A NEW MARKETING ERA
P2P - MAKING THAT CONNECTION
Attractive +
Like me +
Relevant +
Authentic +
Easy =
“ENGAGE”
Credible +
Mobile +
Social +
24/7 +
Useful =
“INSPIRE”
Emotional Rational
ENGAGE + INSPIRE = PERSUADE
FIND OUT WHO YOU ARE…
Essence
Personality
Values
Promise
Benefit Truths
Key insight
Audience Market
…and do it
on purpose.
FOCUS ON CLIENTS NOT COMPETITORS
UNDERSTANDING WHAT MAKES PEOPLE TICK
Supply Chain Director
Influencer
VP Learning & Development
Decision-Maker
Supply Chain Manager
Budding Decision-Maker
Managing Director
Decision-Maker
Characteristics
MIKE
Age: 50University-educated, loyal, committed. Well-
versed in transformational change. KPI driven.
“I care about my team productivity
but I’m not sure about people-
based training”
MotivationsCares about the workforce he’s responsible for &
achieving targets. May be sceptical of people-
based training that he’s not aware of.
Where online?Intermittently on LinkedIn – just finding his feet.
Not on twitter or Facebook. Not a blogger but
looking for whitepapers/case studies on
transformational change.
Characteristics
MELISSA
Age: 39Completely people-focused & up to speed on all
transformational & behavioural change
methodologies.
“I want to build a motivated,
loyal, empowered workforce.”
MotivationsCreating a motivated, loyal, productive workforce
– minimising negativity/maximising effectiveness.
Tendency to ‘tick box’ perhaps.
Where online?Uses LinkedIn extensively. Just getting to grips
with twitter. Interacts in online HR/CPD forums.
Characteristics
MARK
Age: 41University educated, ‘been around the block’
career-wise but dedicated to the company and his
team.
MotivationsCares about the people, understands benefit of
people & process, wants to reduce waste &
deliver KPIs. Aiming for notoriety, becoming more
qualified in change management.
Where online?Uses LinkedIn & twitter professionally &
personally. Facebook for pleasure/keeping in
touch with friends. Blogger.
Characteristics
PAUL
Age: 32In first MD role, committed, looking for notoriety
(perhaps to move up to a bigger organisation). Budget-
holder.
“I want us to be the most
efficient manufacturer in our
sector.”
MotivationsWants to make his mark by creating the most
efficient manufacturing process. Embraces
transformational change & wants a motivated
workforce at all levels.
Where online?Uses LinkedIn predominantly but becoming
increasingly aware of power of twitter to build his
industry profile. Facebook for please/keeping in
touch with friends.
“I’m into understanding the
benefit of combining people &
process for productivity.”
BE HUMAN NOT CORPORATE
UNDERSTANDING WHAT MAKES PEOPLE TICK
REALyou - me, the
person you
sit next to
on the train.
RIGHTmessage,
right way,
right time.
RELEVAN
Twhat they
want to hear,
not what
you want to
tell them.
KEEP IT REAL, RIGHT, RELEVANT
UNDERSTANDING WHAT MAKES PEOPLE TICK
LEARN FROM OTHER SECTORS - ‘LIKE ME’ / AUTHENTIC
UNDERSTANDING WHAT MAKES PEOPLE TICK
LEARN FROM OTHER SECTORS - ATTRACIVE / EASY
UNDERSTANDING WHAT MAKES PEOPLE TICK
LEARN FROM OTHER SECTORS - EASY / ‘LIKE ME’
UNDERSTANDING WHAT MAKES PEOPLE TICK
KEEP IT SIMPLE
UNDERSTANDING WHAT MAKES PEOPLE TICK
KEEP IT SIMPLE
BE MORE CONSUMER. BE MORE DIGITAL.
SPIN AS MANY PLATES AS YOU CAN MANAGE
UNDERSTANDING WHAT MAKES PEOPLE TICK
DOES IT WORK?
In the USA, UK and Germany alone, brands that offer increased
simplicity stand to gain $50 billion in revenue
75% of consumers are more likely to recommend a brand
because it provides simpler experiences and communications
31% greater revenue growth 2010 - 2013
27% more growth in stock value 2010 - 2013
Source: Siegel + Gale Simplicity Index 2013 / B2B Now Study 2014
HOW CAN WE BE DISTINCTIVE?
… it’s the way
that you do it
and that’s what
gets results.
