Fix Your Marketing Workshops:
Differentiate or Die
Tips, tools and techniques for setting yourself apart in a crowded marketplace
Point of difference is that special something that compels your clients or customers to buy your services or products rather than your competitors'. It's what makes you unique and no one should be able to copy it - at least in the short term. Most importantly, your point of difference is not what you think makes you different; it's what your CUSTOMER perceives as the thing that sets you apart.
At this interactive seminar you will review the principles of differentiation, as outlined in one of our favorite business books, Differentiate or Die by bestselling author Jack Trout, and take you through a series of exercises that will help you understand how to better differentiate your own organization.
Can't do it yourself? Need more help on differentiating your organization? DON'T PANIC we can help. |
Who should attend?
Presidents, executive directors, managers and sales teams who create, deliver and communicate your organization's products and services.
What you will achieve:
An understanding of how to evaluate, develop and implement your organization's points of difference.
What you will learn:
- Why low price is not a sustainable point of difference
- How any organization can identify, enhance and create points of difference that will impact your results
- Key differentiation strategies and how to choose the one that is right for you
- How learn about what your competitors are up to - and what you can do about it
- How to find your niche in the face of competition from huge retailers or organizations
Differentiate or Die features a presentation and interactive discussion to teach you the foundation of differentiation and how you can apply it.
Seminar Outline
Why do you have to differentiate?
- A perfect example of a differentiated marketplace
What's the point of difference?
- Why do you go there?
- How are there products or services different?
- How is their delivery different?
- Why are multiple competitors able to survive?
The matrix of differentiation
- Differentiation strategies you can put to work
Three high-risk strategies
The starting line for differentiation
Your secret weapon
- Best places to gather intelligence
Competitors
- Knowing where you fit in the competitor mix
- Tips for competitive intelligence
- Research on a shoestring
- Formal research studies
- Why your competition matters
Finding the gap
- Looking at market share
- The "me too" strategy is dangerous
- Do you want to employ a me-too strategy? Risks!!!
Developing Differentiation: A Real-World Exercise
You have your points of difference: Now What?
- Differentiation as a strategy driver for your organization
- How differentiation drives advertising and public relations
- The power of your people - living differentiation
- More secrets to communicating differentiation
Registration Click here for workshop dates, times, locations and fees and registration information. |
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