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
Thinking In 3D - Improving Your Marketing Effectiveness
1. are you thinking in â 3 D â....? some ideas to improve your marketing, your competitveness, and your customer relationships ideas on creating a business thatâs d ramatically and d emonstrably d ifferent from andy hanselman
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. today, itâs not so easy and many âtraditionalâ âmarketingâ methods are failing
11. â in every single industry there is now overcapacity of production and lack of capacity in terms of peopleâ sir martin sorrell, chief executive WPP
20. â to find something comparable, you have to go back 500 years to the printing press, the birth of mass media â 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 itâs the people who are taking control â Rupert Murdoch Wired Magazine
21. â word of mouth (and of mouse!) is increasingâ
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
23. that can be good news - or it can be bad........
32. d ramatic d ifference : â an unmatchable âbundleâ of products, services, skills, methods and practices that differentiate a business from its competitorsâ
52. â -1 D â â D ramatically & D emonstrably D ifferent â â worse than â â as good asâ â Dramatically Different â as bad asâ Different (âbetter thanâ) â 0 D â â 1 D â â 2 D â â 3 D â
71. itâs no good being âtechnically excellent if you donât deal with customer enquires promptly no point having âgreat productsâ if your sales guys donât have the product knowledge itâs no use having âfantastic after sales serviceâ if youâre too busy serving new customers
78. that means.... â breaking the rules....â â ..even creating new ones!â â not just âthinking out of the box....â â ...but getting out of itâ!â â doing things others arenât doing....â ....even better, doing things others canât do! â sometimes itâs just lots of âsmall things...â â the right small things....â
79. â donât be afraid not to follow the herd â because where the herdâs gone, the food is already eatenâ bob dylan
80. sources of â d ramatic d ifference â â what lets your industry down?â â whereâs your customersâ pain?â â what do your customers âreallyâ value? â what would get people talking?â â what happens in other sectors you could adopt?â â what âdisappointsâ your customers?â â what irritates or annoys your customers?â â what could you do that would be âremarkableâ?