Reprinted from Business Marketing Notepad

Standing Out in a World of Bigger Competitors
by Rene Gnam

The small to mid-size business often produces the same quality product or service as the larger firm, but has a smaller promotion budget and less recognition by potential buyers. Combating this is an ongoing necessity usually demanding uniqueness to succeed.

This does not necessarily mean a unique product or service. It does mean a unique approach to advertising and marketing, and it requires advance planning.

Once a distinctive market-driven logo and company name have been established, it is advisable to select just one target market for your product or service, and use it as the testing ground for your campaigns, recognizing that tailoring to other markets will be required later on. But your first goal is to establish New Product as totally unique and beneficial for First Market.

So even if you manufacture something as ordinary as Ball Point Advertising Pens which are good for all markets, you�d select just one market � perhaps realtors � and your marketing would show that target group just how distinctive your pens are for use by realty firms: unique home selling imprints, unique colors to match the brokerage�s identity, unique slogans for new listing solicitations, etc. You�d create the impression that no other manufacturer has Ball Point Realty Advertising Pens � ah, now you have the idea � and thus, you�re the one company to deal with.

If you�re viewed as unique � the only perceived specialist in a crowded field � you will become the selling leader in that field. That�s when you move on to Second Market, or Second and Third, adapting the marketing materials that worked for First Market.

For example:

In approaching the realtors, you used a 16-page catalog showing all your pens and a 4-page wrap-around cover illustrating all the realty-specific points. So, now when you approach banks, you change the 4-page cover and bingo � it�s tailored to Second Market. Yes, it would be better if all 20 pages in each catalog were tailored to just one specific market, but few companies can afford this unless they achieve top sales quickly.

Other considerations for uniqueness against a world of competitors who may be selling something very similar at a similar price to a similar audience:

1. Unique add-ons or accessories to the product/service being marketed.

2. Unique benefits the competition hasn�t thought of, or at least hasn�t promoted.

3. Unique pricing to be just higher or lower than the competition.

4. Unique publication ad design and strategy.

5. Unique presentations (audios, videos, DVD movies, lavish booklets) that are not used by the competition.

6. Unique product/service name and logo tailored to just one business market. This works like a charm. Ask me for examples.


Rene Gnam is an independent response marketing consultant

specializing in creative advertising techniques.

He can be reached at 813-407-8400


Photo of Marketing Consultant Rene Gnam

Rene Gnam is a Marketing Consultant and Advertising Copywriter

logo for Rene Gnam

I'm usually in Florida, and here are the numbers:

FAX 813-475-4354      CELL 813-407-8400

You can reach me right now by e-mail:


Get Rene Gnam's Experience & Expertise on Your Team!