“Sixty queens there may be, and eighty concubines, and virgins beyond number; but my dove, my perfect one, is unique…” (Song of Solomon 6:8-9).
This Old Testament verse, interestingly written by one of my very distant relatives (Solomon), beautifully makes a point that modern day language can’t quite convey.
Every business must have a unique niche if it wants to separate itself from others to compete in today’s marketplace. This is especially true if you are competing in an industry that is very crowded with competition, like ours.
In some sales situations, low price can be a motivator that drives purchasing decisions, but that’s not always the case. A previous commentary, Business Lessons from Mickey Mouse, touches on how building a powerful brand enables you to charge what the market will bear. What can we learn from a mouse? Plenty.
It used to be that a cup of coffee was just a cup of coffee. Then a company came along and completely changed the rules. This company violated what we might perceive to be conventional business wisdom. It overpriced its product. It changed the language—a small is actually Tall. A medium is Grande. And a large is Venti. Today, most of us know what these sizes relate to.
The specialty coffee retailer, Starbucks, is one of the great 21st century American success stories. Starbucks has changed the way people drink coffee.
More remarkably, the company successfully transformed a commodity into a high-end accessory. It has created a “Starbucks lifestyle” that people embrace. It has created community around its product.
My son has become a coffee connoisseur and I now know what good coffee is. The reality is that Starbucks coffee is not great. Yet, I acknowledge its brilliant marketing. I’ve got a “gold card” and earn “stars” for free drinks. Many casual business meetings are held at Starbucks. They are everywhere and I accept that—even though the coffee is terrible.
We should all ask this question: “What’s unique about my business or product?”
Every company is unique in its personality, character and approach to business. Define this uniqueness and promote it with integrity. That will put you in the best position for success.
Our industry is changing and it will be those who are able to adapt that will survive. Those who can’t won’t make it in today’s marketplace.
Change is a common theme in my commentaries and for good reason. Things aren’t like the good old days—and we aren’t going back. Our industry’s supplier/distributor/end-user model is challenged. End-users and distributors buy direct. Suppliers sell direct. Our promotional marketing medium is degraded as “swag,” and purchasing it is banned buy some government agencies. Ironically, they use our products to promote their own campaigns.
Product safety, which is obviously a huge topic, has changed everything. Our industry needs to deliver quality, safe products. Despite diligent efforts by the Promotional Products Association International (PPAI) and accreditation organizations, like the Quality Certification Alliance (QCA), I still think that many just don’t understand the importance of being Product Safety Aware.
In the midst of an evolving marketplace, a simple truth written more than 2,000 years ago can be applied: “Sixty queens there may be, and eighty concubines, and virgins beyond number; but my dove, my perfect one, is unique.” Despite numerous and varying elements that effect our business, the perfect one is “unique”.
Consider what you can do to be unique. Today’s successful distributors and suppliers will offer more than just promotional products. Creative services, artwork, web development, social media positioning, e-marketing and inbound marketing consulting are all things you can do to stand apart from your competitors. It seems overwhelming and it is, but much of this can be outsourced.
Consider how you present your products. Suppliers and distributors would serve themselves well by not just sharing an endless stream of product specials and “deals.” Show how products can be used to provide an effective marketing solution. The videos we provide on our end-user-safe website, YourPromotionSolution.com, have been beneficial for many distributors.
Might I suggest taking a few minutes to enjoy a cup of not-so-great Starbucks coffee—or a better beverage of your choice—and considering how to best present your “unique” value proposition?
THE EXPO IS COMING!
At the PPAI Expo in January, everyone has the opportunity to start off Education Day and Expo Week with an invigorating fun run/walk on Monday morning at 7 a.m. This is one element of our SuccessFit at the Expo benefitting the Promotional Products Education Foundation (PPEF). Participation is free, but donations to PPEF in any amount are welcomed. For a $25 donation, you will receive some cool products from some great companies.
You don’t have to participate in the Fun/Run Walk to support PPEF! Simply donate $25 and get the stuff! We would like to thank these great companies that caught the vision of SuccessFit and are supporting this effort: SnugZ USA, Pro Towels, Ad-A-Day, Halls & Company, BIC Graphic, Ad Capitol, Southern Plus, Prime Line and HTT Headwear. My good friends at AIA Corporation are handling the key administrative details of this.
More information on SuccessFit and the link to donate to PPEF can be found here.
Jeff Solomon, MAS, is affiliated with a Top 10 distributor company and also publishes FreePromoTips.com, a popular industry resource. The PPAI-award-winning FreePromoTips.com website and twice-a-month e-newsletters are packed with beneficial information. You can opt in to receive these informative twice-a-month e-newsletters here. Check out what’s new in the GP2: Good Products-Good Prices section of the site. Take advantage of free end-user-safe product videos you can share from the YourPromotionSolution.com website. You can stay connected to FreePromoTips on Facebook, Twitter, Pinterest; or me personally on LinkedIn, my personal Twitter account, Google+ and my Instagram account. Follow my occasional live broadcasts on Periscope: @JeffSolomonMAS
