are you thinking in ‘ 3 D ’....? some ideas to improve your marketing, your competitveness,  and your customer relationshi...
‘ 3 D ’?
what does that mean?
d ramatically  and  d emonstrably   d ifferent it means...  being.....
why is it so important today?
in days gone by, tv ‘ruled’
the louder they shouted, the more we listened..... the more often they told us, the more we believed them..... the bigger ...
today, it’s not so easy and many ‘traditional’ ‘marketing’ methods are failing
why?
we’re in ‘the age of abundance’
“ in every single industry  there is now overcapacity of production and  lack of capacity  in terms of people” sir martin ...
there’s greater transparency
 
‘ trust in institutions is declining’
 
76 % of consumers don’t  believe  that companies  tell the truth in advertisements
customers put up more ‘barriers’
 
customers have more ‘power’
“  to find something comparable, you have to go back 500 years to the printing press, the birth of mass media – which, inc...
‘ word of mouth (and of mouse!) is increasing’
93 = percentage of customers who identify  word of mouth as the best, most reliable source about ideas and information on ...
that can be good news  - or it can be bad........
beware the ‘rage’ rover driver!
Dave Caroll got over 6 million ‘hits’ after singing about a ‘bad experience’ with United Airlines
so, what does all this mean?
you’ve got do stuff that  makes your business ‘stand out’
stuff that gets people talking
(‘good stuff’ please!)
so, what exactly is ‘ d ramatic  d ifference ’?
here’s my ‘definition’
d ramatic  d ifference : “ an unmatchable ‘bundle’ of products, services, skills, methods and practices that differentiate...
sometimes (but not that often) it’s the product or service itself
think...
usually it’s the way you deliver that product or service
think...
please understand
.........it’s vital that when it comes to  ‘ your  d ramatic  d ifference ’ that...
your customers  w ant  it
your customers can  r ecognise  it
your customers are willing to  p ay  ( m ore ) for it
that often means...
not trying to be ‘all things to all people’ – not everyone has to love you!
so  .........
focus on the customers you  want to  work with – choose ‘em or lose’em!
it also means...
setting standards that others are measured by - ‘ if they can do that why can’t everyone else?’
that means   .........
making sure you are the  ‘ they’   not the ‘ everyone else’
so, how do you  ‘ measure up’?
here’s a little model........
‘ -1 D ’ ‘ D ramatically &  D emonstrably  D ifferent ’ ‘ worse  than ’ ‘ as  good as’ ‘ Dramatically  Different ‘ as  bad...
‘ -1 D ’?
= ‘worse than’
means you’d better start doing something quick (carrying on reading this might be a good start!)
‘ 0 D ’?
= ‘no’ difference
= ‘as good as’
= ‘as bad as’
it still means ‘same as’,  and....
‘ same as’ sucks!
if i think you’re the ‘same as’, then why should i come to you?
unless of course you’re much, much cheaper........
so  .........onto
‘ 1 D ’!
= ‘a’ difference
that’s a good start
but  .........
is your difference what customers  w ant ,  r ecognise  and are willing to  p ay  ( m ore ) for?
this bit’s ‘key’...
it’s no good being “technically excellent if you don’t deal with customer enquires promptly no point having ‘great product...
remember .....
your ‘ d ifference ’ is like milk – it has a ‘shelf life’
if you’re only ‘slightly different’ others can easily copy, catch up, and even ‘overtake’ you
so  .........onto
‘ 2 D ’!
= a ‘ d ramatic ’  d ifference
that means.... ‘ breaking the rules....’ ‘ ..even  creating  new ones!’ ‘ not just ‘thinking out of the box....’ ‘ ...but ...
“ don’t be afraid  not  to follow the herd – because where the herd’s gone, the food is already  eaten” bob dylan
sources of ‘ d ramatic   d ifference ’ ‘ what lets your industry down?’ ‘ where’s your customers’ pain?’ ‘ what do your cu...
your challenge is to raise the bar!
and  .........then
“ stand out” and deliver
that’s .....
‘ 3 D ’!
d emonstrating  your  d ramatic   d ifference it means...
 
er  .........it’s a bit more than this!
everything you do does one of 3 things – it acts..
+ p ositively - n egatively = n eutrally
ensure that  everything  you do acts positively and reinforces your  d ramatic  d ifference
crucially .....
s houting  a bout   y ou  t o  o thers do stuff that gets your customers
“ marketing is the tax you pay for being unremarkable” Robert Stephens, Founder, The Geek Squad
3 questions:   so finally...
d ramatic   d ifference  ? what’s  your
what  are  you doing to  d emonstrate  your d ramatic   d ifference  ?
what  are  you going to do n ow ?
remember .....
if you can’t  d emonstrate   you’re d ramatically  d ifferent , you’re invisible
want more? ....
(re)  thinking in ‘ 3 D ’.... more ‘rants’ on customers, competitveness and competence  ideas on creating a business that’...
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Thinking In 3D - Improving Your Marketing Effectiveness

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How to improve your marketing and business competitiveness - ideas, tools and examples of how the best businesses compete - it's those who are 'dramatically and demonstrably different' from their competitors

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Transcript of "Thinking In 3D - Improving Your Marketing Effectiveness"

  1. 1. are you thinking in ‘ 3 D ’....? some ideas to improve your marketing, your competitveness, and your customer relationships ideas on creating a business that’s d ramatically and d emonstrably d ifferent from andy hanselman
  2. 2. ‘ 3 D ’?
  3. 3. what does that mean?
  4. 4. d ramatically and d emonstrably d ifferent it means... being.....
  5. 5. why is it so important today?
  6. 6. in days gone by, tv ‘ruled’
  7. 7. the louder they shouted, the more we listened..... the more often they told us, the more we believed them..... the bigger the budget, the better the results
  8. 8. today, it’s not so easy and many ‘traditional’ ‘marketing’ methods are failing
  9. 9. why?
  10. 10. we’re in ‘the age of abundance’
  11. 11. “ in every single industry there is now overcapacity of production and lack of capacity in terms of people” sir martin sorrell, chief executive WPP
  12. 12. there’s greater transparency
  13. 14. ‘ trust in institutions is declining’
  14. 16. 76 % of consumers don’t believe that companies tell the truth in advertisements
  15. 17. customers put up more ‘barriers’
  16. 19. customers have more ‘power’
  17. 20. “ to find something comparable, you have to go back 500 years to the printing press, the birth of mass media – which, incidentally, is what really destroyed the old world of kings and aristocracies. technology is shifting power away from the editors, the publishers, the establishment, the media elite. now it’s the people who are taking control ” Rupert Murdoch Wired Magazine
  18. 21. ‘ word of mouth (and of mouse!) is increasing’
  19. 22. 93 = percentage of customers who identify word of mouth as the best, most reliable source about ideas and information on products and services - up 26 pts. vs. 25 years ago Source: NOP World
  20. 23. that can be good news - or it can be bad........
  21. 24. beware the ‘rage’ rover driver!
  22. 25. Dave Caroll got over 6 million ‘hits’ after singing about a ‘bad experience’ with United Airlines
  23. 26. so, what does all this mean?
  24. 27. you’ve got do stuff that makes your business ‘stand out’
  25. 28. stuff that gets people talking
  26. 29. (‘good stuff’ please!)
  27. 30. so, what exactly is ‘ d ramatic d ifference ’?
  28. 31. here’s my ‘definition’
  29. 32. d ramatic d ifference : “ an unmatchable ‘bundle’ of products, services, skills, methods and practices that differentiate a business from its competitors”
  30. 33. sometimes (but not that often) it’s the product or service itself
  31. 34. think...
  32. 35. usually it’s the way you deliver that product or service
  33. 36. think...
  34. 37. please understand
  35. 38. .........it’s vital that when it comes to ‘ your d ramatic d ifference ’ that...
  36. 39. your customers w ant it
  37. 40. your customers can r ecognise it
  38. 41. your customers are willing to p ay ( m ore ) for it
  39. 42. that often means...
  40. 43. not trying to be ‘all things to all people’ – not everyone has to love you!
  41. 44. so .........
  42. 45. focus on the customers you want to work with – choose ‘em or lose’em!
  43. 46. it also means...
  44. 47. setting standards that others are measured by - ‘ if they can do that why can’t everyone else?’
  45. 48. that means .........
  46. 49. making sure you are the ‘ they’ not the ‘ everyone else’
  47. 50. so, how do you ‘ measure up’?
  48. 51. here’s a little model........
  49. 52. ‘ -1 D ’ ‘ D ramatically & D emonstrably D ifferent ’ ‘ worse than ’ ‘ as good as’ ‘ Dramatically Different ‘ as bad as’ Different (‘better than’) ‘ 0 D ’ ‘ 1 D ’ ‘ 2 D ’ ‘ 3 D ’
  50. 53. ‘ -1 D ’?
  51. 54. = ‘worse than’
  52. 55. means you’d better start doing something quick (carrying on reading this might be a good start!)
  53. 56. ‘ 0 D ’?
  54. 57. = ‘no’ difference
  55. 58. = ‘as good as’
  56. 59. = ‘as bad as’
  57. 60. it still means ‘same as’, and....
  58. 61. ‘ same as’ sucks!
  59. 62. if i think you’re the ‘same as’, then why should i come to you?
  60. 63. unless of course you’re much, much cheaper........
  61. 64. so .........onto
  62. 65. ‘ 1 D ’!
  63. 66. = ‘a’ difference
  64. 67. that’s a good start
  65. 68. but .........
  66. 69. is your difference what customers w ant , r ecognise and are willing to p ay ( m ore ) for?
  67. 70. this bit’s ‘key’...
  68. 71. it’s no good being “technically excellent if you don’t deal with customer enquires promptly no point having ‘great products’ if your sales guys don’t have the product knowledge it’s no use having ‘fantastic after sales service’ if you’re too busy serving new customers
  69. 72. remember .....
  70. 73. your ‘ d ifference ’ is like milk – it has a ‘shelf life’
  71. 74. if you’re only ‘slightly different’ others can easily copy, catch up, and even ‘overtake’ you
  72. 75. so .........onto
  73. 76. ‘ 2 D ’!
  74. 77. = a ‘ d ramatic ’ d ifference
  75. 78. that means.... ‘ breaking the rules....’ ‘ ..even creating new ones!’ ‘ not just ‘thinking out of the box....’ ‘ ...but getting out of it’!’ ‘ doing things others aren’t doing....’ ....even better, doing things others can’t do! ‘ sometimes it’s just lots of ‘small things...’ ‘ the right small things....’
  76. 79. “ don’t be afraid not to follow the herd – because where the herd’s gone, the food is already eaten” bob dylan
  77. 80. sources of ‘ d ramatic d ifference ’ ‘ what lets your industry down?’ ‘ where’s your customers’ pain?’ ‘ what do your customers ‘really’ value? ‘ what would get people talking?’ ‘ what happens in other sectors you could adopt?’ ‘ what ‘disappoints’ your customers?’ ‘ what irritates or annoys your customers?’ ‘ what could you do that would be ‘remarkable’?
  78. 81. your challenge is to raise the bar!
  79. 82. and .........then
  80. 83. “ stand out” and deliver
  81. 84. that’s .....
  82. 85. ‘ 3 D ’!
  83. 86. d emonstrating your d ramatic d ifference it means...
  84. 88. er .........it’s a bit more than this!
  85. 89. everything you do does one of 3 things – it acts..
  86. 90. + p ositively - n egatively = n eutrally
  87. 91. ensure that everything you do acts positively and reinforces your d ramatic d ifference
  88. 92. crucially .....
  89. 93. s houting a bout y ou t o o thers do stuff that gets your customers
  90. 94. “ marketing is the tax you pay for being unremarkable” Robert Stephens, Founder, The Geek Squad
  91. 95. 3 questions: so finally...
  92. 96. d ramatic d ifference ? what’s your
  93. 97. what are you doing to d emonstrate your d ramatic d ifference ?
  94. 98. what are you going to do n ow ?
  95. 99. remember .....
  96. 100. if you can’t d emonstrate you’re d ramatically d ifferent , you’re invisible
  97. 101. want more? ....
  98. 102. (re) thinking in ‘ 3 D ’.... more ‘rants’ on customers, competitveness and competence ideas on creating a business that’s d ramatically and d emonstrably d ifferent <ul><li>25 separate short ’chapters’ on creating a 3D approach </li></ul><ul><li>short, sharp, no -nonsense stuff to get you thinking…… and ‘doing’ </li></ul><ul><li>all done in only 40 pages – no ‘waffle’! </li></ul><ul><li>dip in and out when it suits you </li></ul><ul><li>open any page at any time – you don’t have to follow page by page </li></ul><ul><li>spread the word – resend it, photocopy it, distribute it – use it! </li></ul><ul><li>add to it – send us your ideas, examples and suggestions for future versions </li></ul>ebook to download... visit: www.andyhanselman.com/rethinking-in-3d/ Click here to download it
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