If someone were to come up to you right now and ask what makes your company different from everybody else’s what would you say? …..C’mon, specifically, what would be your answer?
- Great Service?
- Exceptional Value?
- Quality Product?
- High Customer Satisfaction Rate?
If any of these answers (or anything similar) came to your mind then Houston, We Have a Problem.
I say this because the four answers I mentioned above stink. They really do. I mean, when was the last time you had a company admit they didn’t give great service, value, quality, and customer satisfaction? Truth is, all companies say it, and by this point, nobody hears such phrases anymore. We’ve all learned to filter out marketing mumbo-jumbo.
In 2010 and beyond, not only do companies have to do all that is listed above to be different, they also need to be known for something. In other words, in referring to your company, what would the following customer say—
Customer: Oh yeah, I’ve heard of (Your Company Name Here), aren’t they the ones that_______________________?
I’ve talked heavily on this blog about the different steps I’ve taken with my swimming pool business to make it elite and stand out. And because we’ve taken the time to produce the most prolific swimming pool blog and video library on the internet, customers know us as the industry voice. When they talk about us they say, ‘Oh yeah, isn’t that the company that has such an informative website?’….or ‘Aren’t those the guys who make all the videos?’
But I’d like to talk about another business for a second to give a different perspective—hopefully one that any entrepreneur or company could relate to. My dear friend and brother-in-law Talmadge Newsome owns a mom and pop style burger-joint where I live in Virginia called Newsome’s. Talmadge bought the business from his father a few years ago and although he certainly has had success with it, he has also expressed a desire to take it to another level. And in this case, ‘another level’ means more sales and customers. About 3 months ago, Talmadge and I had a simple yet incredibly important conversation. This is how it went.
Me: Talmadge, I want you to fill in the blank. Newsome’s Restaurant isn’t that the place where……………?
Talmadge: Uhhmmm, they make good burgers?
A simple conversation but telling nonetheless. As you can imagine, ‘Good burgers’ can be found in just about every town in America. Fact is, Newsome’s didn’t have an identity, and Talmadge and I needed to give it one. To accomplish this, our only goal was for anyone that talked about Newsome’s Restaurant to be able to say, ‘Oh yeah, Newsome’s, that’s the place where they ___________________’.
Understanding the task before us, we came up with the idea to start a ‘food challenge’, the first of its kind in our area and following in the footsteps of hit TV shows like Man vs. Food and others.
The concept was formed around the fact that Newsome’s Restaurant is located in an area of farmers and fishermen (Northern Neck of Virginia). Considering the geographic surroundings, ‘The Farm’ was born, a gigantic meal consisting of your not-so-average sandwich and fries. Here’s what was included:
Sandwich: 2 ¼ lb beef patties, 2 Fried Chicken Breasts, 10 Strips of Bacon, 2 Fried Eggs, ½ lb Virginia Ham, 2 slices of provolone cheese, 2 slices of American Cheese, Lettuce, Tomato, Mayo, and 3 Grilled Slices of Texas Toast.
Fries: 1lb of French Fries, ½ lb of Nacho Cheese
32 oz Milkshake
‘The Farm’ challenge is conceptually simple: Eat everything within 30 minutes and get your spot on the ‘Newsome’s Farmers Wall of Fame’ as well as an ‘I Ate the Farm at Newsome’s’ bumper sticker.
Once Talmadge and I had our concept completely in place, we announced a One Night Only Kick-Off of the Northern Neck’s Ultimate Food Challenge: ‘The Farm’ on Facebook. Because Talmadge has roughly 700 fans on his Fan Page, it was the perfect medium to generate a buzz regarding this new product at his restaurant without spending a dime in advertising. We also explained the event to the local newspapers, all of which were more than happy to do a write-up for free. And to add even further excitement, we invited 4 ‘Power Eaters’ from the area to come in and take on ‘The Farm’.
To make a long story short (soon I’m going to write a post on how to leverage Facebook for such events as this one) we were able to generate a tremendous buzz and pull off a powerful event (See video!) that will be the foundation for the new identity of Newsome’s Restaurant. In fact, the restaurant will now always be referred to as:
Newsome’s Restaurant- Home of the Nothern Neck’s Ultimate Food Challenge: The Farm
Considering the video I made for Talmadge of the event has been the talk of the town, the impact this event and simple sandwich will have on Newsome’s will be felt for years to come.
I mention this story because it’s a powerful example of how a business, although moderately successful, needs a distinct and unique identity. If you can’t say what your business ‘is the home of’, then it’s time to get to work. It’s time to get creative and decide to stand out. Start brainstorming your ideas as soon as you’ve finished reading this and then implement your plan immediately. Trust me when I say that the moment your business stands out due to positive differentiation will be the moment your success will skyrocket as a result.
{ 2 comments… read them below or add one }
G’Day Marcus,
So much profound stuff here. I realized years ago that if you don’t get your marketing right, you’ll struggle for success. That’s what your post’s about.
I’m a great fan of the work of Al Ries and Jack Trout. Your post covers a number of the issues addressed in their book, “The 22 Immutable Rules of Marketing.” What you’re talking about is just so important.
You also satisfy on of my personal Business Basics…….
Make sure you have fun.
Regards
Leon
Ahh Leon, you really, really bring up some great points. Thanks so much for adding to the conversation. And the ‘have fun’ part, golly that can not be stressed enough. Heck, if were going to stand out, we mine as well be doing it with a laugh and smile. Thanks again for stopping by Leon.