DIFFERENTIATE OR DISAPPEAR!

Are you really that different from your competitors? Do you know? If you are basing your differentiation on great customer service, quality products or competitive pricing think again: These are expectations not differentiations.

If you do not clearly DIFFERENTIATE your business, your business will NOT STAND OUT FROM THE CLUTTER, but rather disappear into the CLUTTER. The only real way to be different is to find out what you truly do different than your competitors.

Marketing research plays an important role in the process of differentiating one company from another. When it comes to creating a strong marketing message, it is essential that you know as much as possible about your key competitors.

What products do they sell? What do they charge? How strong is their customer service? What do they do differently that's better and not better? What product or service opportunity are they missing? What do their marketing materials say? How do they market their products?

Your competitive edges are hidden within these answers. Like a puzzle you have to fit together the right pieces to get the right answers. By investigating your competitors, you will discover your edge and/or unique selling feature or you will discover that you need to create them!

#3 TRIED AND TRUE PROCESS - FIND YOUR EDGE

This package includes:

• In order to understand a business, the client is INTERVIEWED about their products, services, location, operational processes and marketing history.
• Target markets will be defined: The client will be asked to define the key factors (hot buttons) that affect their CUSTOMER’S BUYING DECISIONS.
• A questionnaire is developed, addressing key factors that could affect a customer’s DECISION-MAKING PROCESS when searching for the client’s product or service.
• Five major industry COMPETITOR WEBSITES will be researched to determine how they compare to the client company. Other strategies may be required like: a secret shopping visit, phone call or request for printed materials.
• A FINAL REPORT AND SWOT ANALYSIS will be written presenting the strengths and weaknesses of the client company when compared to its primary competition. Recommendations will be provided that outline where the client company appears strong and weak. The research phase will also identify where the client's company can capitalize on opportunities and where the company should act to overcome threats.
• This report will also present a CUSTOMIZED MARKETING MESSAGE that will make clear and obvious what you do better than the competition.  A headline and support paragraph will be written for the advertising media of your choice.

WHY IS IT IMPORTANT TO FIND YOUR EDGE?

Today our global economy increases the competitive circle for every business. Twenty-five years ago, a business might only market to customers within their home city. Today, the world is an open playing field. All the more reason to KNOW why you are better and WHY people should want to do business with you.

Please note: Fees are subject to a review of any client’s situation and budget. There may be circumstances that will reduce or increase these fees.

TERMS:

50% of the cost of a plan must be paid up front through Paypal. The balance is due immediately upon delivery. Cheques will be accepted if they are sent in advance of the project start and completion times. Prices are in Canadian Dollars. 5% GST added to all Canadian contracts.