from Business Marketing Notepad
Out in a World of Bigger Competitors
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
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.
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.