Marketing
RedShift Marketing Program: The Power of Differentiation
RedShift: Differentiation in Management Consulting
Small business owners, entrepreneurs, solo professionals and career transitioners affect their directional course when they make choices about their business model, the clients they want and their personal and business brand.
This presents challenges, particularly for slash careerists, generalists and encore careerists. Often, a differentiation strategy is omitted and the emphasis is mainly on targeting a niche. But without a unique identity in the chosen industry, there is no decision-making foundation - the “who am I?” or “who are we?”- so responses to change trends and competition are reactive.
Developing a differentiation strategy is a co-creative process requiring rigor and introspection. Its not about developing a wordy report. Its about getting to the essence of unique that is communicated in the slogan, tag line, purpose statement, graphic, photo and video. Differentiation is the key starting point for setting objectives: content development and community building, sales, marketing, branding, communications, advertising and customer experience.
“You do not merely want to be considered just the best of the best. You want to be considered the only one who can do what you do.”
- Jerry Garcia
What
- Consulting, coaching, and facilitation services to develop differentiation and positioning strategies that are aligned with personal and/or business objectives.
- Program deliverables including maps and matrices providing the differentiation pre-requisite to a social media strategy.
Why?
- Small Business: You want to focus more of your efforts on the best clients and customers, so there can be no doubt in their minds that you are uniquely qualified to best serve them.
- Manufacturing and Industrial New competitors are making inroads in your niche or target market. You don’t want to cut prices to attract or retain customers but have been unable to effectively communicate the service, support, customization or knowledge value that sets your business apart from others. You need a business generalist with a manufacturing background who can design and implement an integrated marketing strategy providing a success path for your firm to the connected, Web 2.0 world.
- Program Directors: Your project involves significant content and structural upgrades to your enterprise (internal and external) web site(s) to take advantage of Web 2.0. To be sure your project tracks with business objectives and desired success metrics, you need a framework for evaluating the myriad decisions related to end user and channel partner needs, internal communications and education, and search engine optimization.
- Solo Professionals: You’re trying to establish your practice but you’re conflicted about how you stand out in a sea of competitors, and how you communicate and market your particular combination of skills, talents and experience. You need creative ideas, hands-on help, feedback and support from an experienced, independent professional who knows both the challenges and the potential of the direction you are taking.