Software Tools and Insights for the Global Supply Chain
Sunday, November 20, 2016
Being first matters more than being better.
Today the Internet is filled to the brim with white papers and e-books on how to create an setup your website, social media and sales automation tools to maximize your results.
However as is very often the case , everything old is sometimes new again. No matter what the latest tools are, it’s good bet that the basic rules of marketing will never change because they are firmly grounded in consumer psychology.
So today is a little refresher on some basic marketing and sales tactics that we likely all know, but we may not remember. Of course with an eye towards how technology can help you hit the high points. 1. Being first matters more than being better.
Whenever a company is “first” in a new category, as Coke was with carbonated soft drinks, the impression it makes lasts for generations.
Coca-Cola was founded in 1892. In the 124 years since, countless rival brands have come and gone. Only Pepsi (founded in 1898, only six years after Coke) remains a real competitor. Yet, in 2015, Coke owned 42.7 percent of the U.S. market for soft drinks, while Pepsi owned only 31.1 percent. In other words, that six-year difference in being “first” in a market still amounts to an 11.6 percent advantage 124 years later. This is true despite the fact that Pepsi actually wins in taste tests.
Key takeaway here Apparently, first impressions last much longer than you think. When you present your company and capabilities , who is your first point of contact? How do they conduct them selves , and how can you make sure your salespeople are following the plan?.
Well a good sales force automation tool and eCommerce site might be a good place to start.
Feel free to see the latest and greatest available in our Remotenet Sales Portal and eCommerce site.
2. If you can’t be first in a category, create a new one.
In just about every new category that’s ever been invented, there’s a company that’s first, and there are countless imitators. But, as with Coke and Pepsi, decades-long competitions eventually normalize into a two-company race. That happened in the personal computing category, with Hewlett-Packard and Dell (28.1 percent U.S. market share versus. 23.9 percent). And it happened in the automobile industry, with GM and Ford (17.4 percent vs. 15.3 percent). If you’re third, fourth or fifth in any of these categories -- good luck.
But is it possible to not be first or second in a category and still win? Yes, if you create a new category entirely. You can do that either by specializing in the existing category or opening a new geographic market.
It’s human nature to believe that we can improve on something that’s already on the market by creating a better product in an existing category. That’s why so many new startups tout a specific feature that distinguishes them from the trendsetters. These startups usually disappear.
Consumers probably don't care that you’ve made a better product. They won’t notice, and you can’t convince them. That’s why Pepsi beats Coke in taste tests and it doesn’t matter. Quite frankly, if you’re not first, you’re probably worse in the consumer’s mind.
But, as long as you understand the law of perceptions, you can work it in your favor even if you aren’t first.
Image and perception play a large role, but not knowing what will stand out in a customers mind sometimes works to your advantage. By offering a comprehensive suite of tools and options our MDS-Nx System gives you the ability to give them what they want. If you think emailing and invoice at the end of the day in a batch vs emailing them one at a time is not a big deal, you are likely correct. But to a customer who now is able to save time and find what they need you just came off as the best distributor in the game.
4. When you own a word, you own a feeling.
Remember all those TV and radio jingles you heard in the '80s and '90s? McDonald’s has more jingles and slogans than just about any company on the planet, which is why you don’t remember most of them. But Folger’s has kept the same slogan (and jingle) since 1908.
Yup, it’s the one you’re thinking of right now. Why does this matter? Because when you own a word, a phrase, or a jingle, you effectively own real estate in your consumer’s mind. You own an invoked feeling, which is priceless.
Nike’s “Just do it” slogan is a great example of a brand owning a feeling. Nike’s been running “Just do it” commercials and ads since 1988. Today, when people think of the brand, they think of lacing up their sneakers and just doing it -- whether that means playing pickup basketball or buying an expensive pair of sneakers.
When your company answers the phone, delivers a package or product or sends and invoice , what is the slogan or name. If you don't have one, get one it's not just about marketing it's also about educating customers, and employees. Need help click here?
5. Competing at everything often means winning at nothing.
Following the first four rules of marketing can help you become successful. But the fifth rule will help you stay on top.
What happens whenever a company reaches a certain size? It goes public. And what happens then? Shareholders want it to keep increasing profits (often unrealistically). Inevitably, the company’s executives arrive at the same conclusion: The only way to satisfy shareholders is to extend the brand and create a new line of products.
While this may work in the short run and skyrocket profits, it almost always leads to the company’s long term decline. That happened when IBM decided to extend its line beyond mainframe computers. It also happened when GM decided to make all its cars look the same. Foreign automakers like Toyota swooped in for the kill. They are still market leaders in certain segments but they are not growing like they used to.
Which brings up another observation: Plenty of successful companies are still successful because of their “first” product or service, yet they continue to brand everything else under the same name.
Whenever you try to bucket too many products, services or ideas under the same brand name, consumers just get confused and the brand name loses value. People will always associate the name with the product, perception or feeling that first made it famous. That’s why you’d be better off branding each new product under a different name, instead.
Since many of you are distributors and don't really have control over the brand , think of this as a repeat of the Niche Concept. Niche should not be a bad word. Health care Supply Chain is a multi billion dollar marketplace, and many "Niche" or Specialty Pharmaceutical players are well over a billion in sales. But they don't do everything, they focus in a market and make themselves the best in that space. That is the message here.
Can these marketing laws ever be broken?
Of course they can! As in science, laws are true only until someone finds a significant exception. But they still matter to businesses large and small because they’re the best we’ve come up with, given our present observations. For over 100 years, these laws of marketing have held true.
So ask yourself:
Are you “first” in your category, or should you create a new category?
Do you own a word, feeling or perception in your consumer’s mind?
Are you overextending your brand or staying focused on your niche
These are questions all business owners should be asking themselves far more often. Knowing the answers will save you a lot of energy, time and money.
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