Question

Topic: Advertising/PR

It's Not Unique Or Different; How To Advertise It?

Posted by Anonymous on 1/26/2011 at 4:56 PM ET 250 Points
We all know to find the unique selling points & to capitalize on the differences of your products/services...

But what if there aren't any?

I work for someone who only produces "me too" products to get his foot in the market. Our products are just as good as competitors', but there is nothing new or special about them. I'm re-hashing the same selling points that ALL the similar products have.

Boss is convinced "marketing" will sell his products, since ours are just like theirs, and the one with the best marketing wins.

But HOW can that be done if there is nothing to differentiate? Anyone in a similar situation who's doing miracles have a good answer?
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RESPONSES

  • Posted by CarolBlaha on 1/26/2011 at 5:11 PM Accepted
    There is some validity to his statement. Take the top 2 carpet manufacturers, Shaw and Mohawk. A sophisticated buyer will shop a base grade like a commodity, calling the stores asking "what is your best price on a 26 oz, solution dyed nylon?" Yet, their advertising sells the product. More importantly, the retailer cannot have a store without those two manufacturers, they can't live without them. And their marketing support of their product drives sales to their store. And they've incorporated rebates for their product purchases that pay both the sales person and the owner,-- the owner gets coop advertising. And it's win win, cause when the owner uses his coop dollars-- isn't he out there saying "buy Shaw" too?

    And their reps are in the producing stores every week to train staff and handle problems. If you are a large enough retailer, you will have your own dedicated rep. And you gain the right to self manage your claims.

    So-- Billy Bob's Carpet Weavers just down the street in Dalton GA-- does not marketing. The product has no name recognition. You have to "submit" claims that take months to rectify. The rep comes in less regularly -- and there is no rebate, or coop advertising. Yet Billy Bob can turn that "commodity" carpet out cheaper-- but "who cares".

    People still buy from people. I knew a guy who sold washers (hardware stuff not the stuff that cleans your clothes). Talk about a commodity, but he was a top performer. He was the deciding factor.

    As someone from the first field-- people take one statement from a marketing brochure and treat it like gospel. And the rest have to defend the less marketed product. "Oh no, your Bob's carpet isn't in the style mag's, so you guys can't do what Shaw does..." and it's all the same, what differentiates is the marketing...
  • Posted by Gail@PUBLISIDE on 1/26/2011 at 5:21 PM Member
    Carol hit the nail -- people buy from people. What's endearing about your boss, your staff?

    Also, is there a significant price difference? If your product is the same as the others yet less expensive, promote that difference. Store brands do every day.
  • Posted by CarolBlaha on 1/26/2011 at 5:31 PM Member
    I hate to use price as a differentiator. Someone will always be cheaper. As in my example, Bob's Weavers is less expensive. And it would be inaccurate to state, My Shaw carpet is the cheaptest". It's not, it's the product I choose to market first. But as their client states "he with the better advertising wines". And in some, not all situations, he's right.
  • Posted by michael on 1/26/2011 at 5:35 PM Member
    See I don't buy that. "Me too" has to do with product, not service. You can ALWAYS differentiate yourself on service.


    Michael
  • Posted on 1/26/2011 at 5:44 PM Author
    Wow! Thanks for all the comments so far.

    I'm digesting them, but I will say that I'm talking about print ads and press releases that are read by the end users...they are not involved with our sales people.

    So, say we make a hammer that is IDENTICAL to a few other hammers. Only difference is our logo (and our hang card with different colors & whatnot). Prices will vary from store to store, and the boss does NOT want to advertise us as cheaper, even if we are.

    The only thing I can think of is our reputation. So, yeah, i can recommend we add a blip on all products about how long we've been in the business, or whatnot. But space is limited on packaging, especially because ours is usually in 3 languages. What else could I do?
  • Posted by CarolBlaha on 1/26/2011 at 6:14 PM Accepted
    End users are not visited by factory reps. The retailers of the hammer are. It's the same as my example.

    So your client wants marketing to be only the packaging?

    He is wise in not talking price. Talking price is a looser game.

    So remember with the hammer-- are you buying the hammer or the hole? The normal home owner wants a hammer that can efficiently drive a nail into the wall without injuring myself and securely hold my picture. I am not building a house, I'm hanging or fixing something. Value for the everyday...

    So your reputation-- we have been driving nails for x years" In the hammer examples, those in the know-- know that the imports have a rap for not lasting about 3 strikes.
  • Posted by mgoodman on 1/26/2011 at 7:55 PM Accepted
    If we can differentiate industrial chemicals, nylon carpet fiber and x-ray film, you can differentiate your hammer (or whatever).

    You just need to change your mindset and stop thinking your product is just like all the others. It's only a commodity if you think it is. I'll bet there's even a reason why it could command a premium price if that were part of your strategy.

  • Posted by CarolBlaha on 1/26/2011 at 8:04 PM Member
    wow, go goodman go! I wish I could have said it that way!
  • Posted on 1/27/2011 at 9:39 AM Author
    Thanks everyone for your comments. It will be tough for me to find a different slant for our products, especially when the boss really just wants me to rephrase competitors' copy and create very similar packaging...and offers no ideas, no support, nothing. Sigh.

    I'm going to try to go the reputation way and see if I can get some buy-in with that.
  • Posted by Jay Hamilton-Roth on 1/27/2011 at 9:47 AM Member
    Can you market the same product to a different audience (find a niche)? To take your hammer example, how about selling lighter-weight hammers for children or senior citizens?
  • Posted on 1/27/2011 at 10:16 AM Author
    Jay, that's a good idea. On one of our product lines that may work, but for the majority of our items, we're already in a niche market (only sold at specialty stores for very specific people).

    But for the product line that is more widely-used, we have been trying to push it as the "elite" product...that is a whole other question I will certainly be asking for help with soon!
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