There was a blog post from Seth Godin and I really like. He talked about the difference between being different VS being remarkable. I have been pursuing a differentiation in my entire adult life until I read his blog.
According to Seth, ‘differentiation’ is selfish. It’s the act of the marketer with intense interest in his segment of the market. He just wants to market his interest to customers.
Being remarkable is not about the marketer. Remarkable is in the eye of consumers. The goal is to create something that people choose to talk about, something that could improve consumer’s lives, regardless of what competition is doing.
To me, remarkable is harder and is worth pursuing.
Seth Godin raised a very good point in his blog today. If you have interesting and valuable content or solutions at the top of the funnel, you don’t have to worry too much about conversion at the end of the funnel. Your content will keep people coming to you, some will be converted. Because of the volume at the top of the funnel, it will take care the conversion by itself. This is the situation that you and I want to be. But, let face it, it’s not easy.
Why is offering valuable content or solutions so difficult? The main reason is that many of us is driven by short term gains. In my case, we are measured on daily and weekly KPIs. Building good reasons or relationships with customers are not in our marketing book. Whether we like it or not, the company has lasted for more than 10 years.
The bad news is the world has changed and it’s hard to know when we will become irrelevant.
I work in marketing but I don’t have a branding budget. We have been talking about the importance of building a brand every year but nothing solid happens. In fairness, building a brand is difficult, time-consuming, and could be very expensive. It’s a long term investment that you may not see favorable results, in a short term, or at all. I gave up about fighting for branding a few years ago.
However, I have connected a few issues we are experiencing this year with the lack of brand awareness. So, I cannot give up if I want the company to be successful. I highlighted 2 points to the company about the important of having (at minimum) a positive brand awareness. Firstly, a clear and publicly known, positive brand positioning would justify a premium price. And, secondly, it would help increase our conversion rates.
The bigger question is – how can we do the brand work if we don’t have a dedicated budget? My answer is in Seth Godin’s Minimum Viable Audience (MVA) concept. It’s not possible to build a brand for the universe (the whole country or region). It would be super expensive and would take about 200 years. But, creating an ecosystem with the right groups of customers in there, it may be possible. At the end of the day, no product could server everyone. It’s a formula for being an average. And, that is what I am doing. I am pushing for an ecosystem and only invite the customers who we think we could offer them a holiday solution.