Fiona Spencer, 2016

1. How to differentiate your business
from the rest of the pack
Speaker:
Fiona Spencer
@ciminfo_sw
@fionaspencerltd
#GrowGlos16

2. The Chartered Institute of Marketing
Supporting the development of the marketing profession
• Professional Marketing Qualifications
• Marketing Expert
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• Chartered CPD Programme
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• Sector Interest Groups
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3. GROWING GLOUCESTERSHIRE CONFERENCE
2016
HOW TO DIFFERENTIATE YOUR
BUSINESS FROM THE REST OF
THE PACK

4. Shout the loudest

5. …at the wrong people

6. …with the wrong message

7. DIFFERENTIATE

8. Finding that elusive USP

9. USP – a caveat
UNIQUE
Being the only one of its kind;
unlike anything else

10. Call it as you see it
OFFER
PROPOSITION

11. DIFFERENTIATE

12. Keep It Simple

13. Value Add
A value proposition is a promise of value to be delivered.
It is the primary reason a prospect should buy from you.
RELEVANCY
Explains how your product solves customers’ problems or improves their situation
QUANTIFIED VALUE
Delivers specific benefits
UNIQUE DIFFERENTIATION
Tells the ideal customer why they should buy from you and not from the competition

14. A different approach to difference
“People don’t buy what you do,
they buy why you do it.”
Simon Sinek – “Start with Why”

15. A different approach to difference

16. Classic USP

17. DIFFERENTIATE

18. So what does make you different?

20. One of the most overused words

21. Smooth

22. Fruitful

23. Can you believe it was in 2001?

24. Just because you can make it…

25. Context is key
Understand your market
Know your competition

26. Being first

27. One amongst many

28. Market Map

29. Market Map

30. Keep watching

31. Customer Needs Wants Behaviours

32. Targeting

33. Tough to be different for everyone

34. You can’t please all of the people..

35. Market matchmaking

36. The nuances of niche

37. The nuances of niche

38. The nuances of niche

39. The nuances of niche

40. The nichiest of niches

41. OFFER
PROPOSITION

42. So what’s the offer?

43. So what’s the offer?

44. So what’s the offer?
“Shawbrook is a specialist UK lending and
savings bank founded in 2011 to serve the needs
of SMEs and individuals in the UK with a range
of lending and saving products.”

45. So what’s the offer?
“Slack is a workplace productivity and messaging app. It’s
deceptively simple to use, yet robust enough for large teams
working on complex projects”

46. So what’s the offer?
“Pink Ladies provide safe transport for women
Pink Ladies guarantees a lady driver
We employ a "Through the door" policy
We don't use cash in the cars providing safety for the driver
Prepay and book, no cash needed to get home safely”

47. Yeah whatever

49. What makes you different

50. Shout or whisper

51. Get the message right

52. Tell it to the right people

53. Reinforce

54. DIFFERENTIATE

55. Brand add

56. Simple consistency

57. Pack performance

58. Engagement engages
The email included a video.
A 25 second video narrated by Dave who was working on my car. It showed what issues
he had found and what he was going to do.
It ended with a lovely thank you and a 'have a great day message'.
I actually said 'Thanks Dave' to my computer. It made me smile - so so simple.
The video was also embedded in a page where I could see all the work being
recommended as a checklist - and where I could select what to go ahead with today
(brake pads) and what I needed to be aware of in the future (tyres).
Thank you Stratstone.”
Luan Wise blog
“My car was serviced today.
Not overly exciting news to share I know, but half
way through the day I received a phone call to tell
me how things were going and that an email had
just been sent to confirm the details.

59. The right place at…….

60. On trend

61. Virtual virtuosity

62. A proper proposition
“What We Do
Since 1955, we've offered simple products that simply work. It's always been that easy.
We value locally made and USA made products
We honor the past and respect tradition
We sell low-tech items in a high-tech world
We carry what others don't
We stock non-electrical products that are dependable and reliable”

63. Think outside the… (cliché alert!)
With thanks to Dave Trott & Campaign Magazine

64. DIFFERENTIATE