I’ve seen it happen a million times. A company sees their competition do something that’s different, and they immediately jump on the bandwagon. After all, if our competitors are doing it, they must know something we don’t, so we better get in on the action before it’s too late! Sigh… alas, copycatting is not a strategy. And the sad thing is that your competition probably doesn’t know any more than you do. Congratulations – you’ve just fallen for the oldest, least disciplined trick in the book and turned into a “me too” marketer.
You can see this happening everywhere you turn. Do the terms green, whole grain, sirloin, organic, and hand-crafted sound overly familiar? They should, because they’re everywhere, used for products ranging from food to shampoo to cars. If words or phrases or overused, they (and their associated products) suffer from commoditization. In other words, the message loses its meaning, and all the products in a certain category are perceived by the audience as being the same. Once this happens, customers no longer have brand loyalty, and the only differentiator they care about is price. A great example of this phenomenon is gasoline. How often do you choose gasoline based on additives? Or the ability to eliminate knocks and pings? Chances are you buy your gas based solely on its price. This is commoditization as its worst.
How do you avoid this pitfall? The best thing you can do is create your own Unique Selling Propositions (USP). Every company has strengths and weaknesses. Capitalize on your strengths by developing a messaging strategy that separates you from your competitors. Determine how your products and services can be presented to your audience in a unique, informative, entertaining, and compelling manner. Make sure that you’re clear, concise, and consistent in your application of the message. And above all, take the time to let your USPs develop. Like a flower, marketing is a process that needs a lot attention, a lot of love, and the patience to allow it to come to fruition.
Follow this advice and you’ll be amazed how quickly you can separate yourself from the “me too” herd!
June 23, 2009 at 12:50 am