Hi Dan, love your stuff, very thought provoking. I wonder if you can give us some examples of businesses that are doing their marketing messages right and the reasons why?
Thanks Dwain. Sure thing, here are some companies who have challenged the status quo, created a unique POV, a new category, and dominated it.
- Airbnb: "Forget hotels" in 2007, "Live There" in 2016. Airbnb is specific about being different than hotels. They understand that they are solving an entirely different problem than their incumbent competition and so while they launched with a strategy to dam demand from the established industry, they have always been extremely focused on the idea that they are different, not better. “The number one reason people chose to travel on Airbnb is they want to live like a local,” Brian Chesky. This value prop doesn't speak to me, but it is definitely working for the audience they target.
- AgVend: Curating their old game vs. new game approach to ag retail. I love this. They haven't necessarily named a new category yet, but maybe they'll get there.
- Of course, Salesforce with their "No Software" push and the legendary "I will not give my lunch money to Siebel" campaign. Fantastic POV, amazing articulation of a from-to journey.
Hi Dan, love your stuff, very thought provoking. I wonder if you can give us some examples of businesses that are doing their marketing messages right and the reasons why?
Thanks Dwain. Sure thing, here are some companies who have challenged the status quo, created a unique POV, a new category, and dominated it.
- Airbnb: "Forget hotels" in 2007, "Live There" in 2016. Airbnb is specific about being different than hotels. They understand that they are solving an entirely different problem than their incumbent competition and so while they launched with a strategy to dam demand from the established industry, they have always been extremely focused on the idea that they are different, not better. “The number one reason people chose to travel on Airbnb is they want to live like a local,” Brian Chesky. This value prop doesn't speak to me, but it is definitely working for the audience they target.
- AgVend: Curating their old game vs. new game approach to ag retail. I love this. They haven't necessarily named a new category yet, but maybe they'll get there.
Old game:
⭕️ Geographic Proximity
⭕️ Strong Brand
⭕️ Product Knowledge
⭕️ Relationships
New game:
✅ Being easy to do business with
✅ Providing insight and business value
✅ Educating their customers
✅ Focusing on the Big Picture
See the full post here:
https://www.linkedin.com/posts/danpschultz_buildwithagvend-agretail-agtech-activity-6950646912509255680-jJq0?utm_source=linkedin_share&utm_medium=member_desktop_web
- Of course, Salesforce with their "No Software" push and the legendary "I will not give my lunch money to Siebel" campaign. Fantastic POV, amazing articulation of a from-to journey.
Link: https://images.app.goo.gl/D6ibjaEPvm7FYBq19
Thanks Dan. The gives it more clarity