Tip:
Highlight text to annotate it
X
If you’re considering a tactical marketing plan for your product or business, here’s
a quick tip to boost your income to stratospheric levels. This simple technique could make it
dramatically easier for customers to understand why they should buy from you, while veering
them away from large competitors and right to your product or business.
If you are considering a tactical marketing plan for your business, you may want to consider
becoming THE alternative to something well-known and heavily used – as a powerful strategy.
A franchising head of Burger King told me that when they launched the company, they
didn’t have anywhere near the money that McDonald’s had. So they developed a tactical
marketing plan to turn Burger King into the alternative to McDonald’s. Where McDonald’s
employees wore yellow, they wore red. Where McDonald’s grill-fried their burgers, they
flame-broiled theirs. Where McDonald’s had standardized burgers and meals, they pushed
the concept of “Have it your way,” meaning you could change what went on a burger.
Then they located their stores right next to every successful McDonald’s they could
find. In effect, they piggybacked on the success that McDonld’s already had – by planting
the idea in people’s mind that – whenever you think of McDonald’s, also think of Burger
King. This tactical marketing plan – of becoming the alternative to something popular
or heavily used, could be highly valuable in helping you build your own business.
In the 1960’s most people in America were drinking colas like Coke and Pepsi. By establishing
themselves as the UNCOLA, the alternative to colas, 7-Up more than tripled their sales
in just a few years. Avis Rent-a-Car established themselves as the alternative to Hertz, the
leader by far at the time in rent-a-cars, and helped dramatically boost their sales.
So, is there some brand that you could position your product or service as the alternative
to, that could really help your sales take off?
Besides companies, you could also establish yourself as the alternative to something people
do. McDonald’s launched the fast-food industry by establishing themselves as the alternative
to home cooking. Their early advertising said, you deserve a break today, so get up and get
away to McDonald’s. We do it all for you.
Dell Computer launched by becoming the alternative to store-bought computers. Like Burger King,
they promoted a you-can-have-it-customized “your way” – with all the features and
gadgets you want, rather than buying off-the-shelf in a way that may not be ideal for you.
Many smaller retailers position themselves as the alternative to the big box retailers.
Virgil’s Hardware store in Glendale, CA promotes themselves as the anti-Home Depot.
Unlike the big-box chains, we know your name, and give you personal service unlike anything
you get at the giants.
So, could this – becoming THE alternative – be an important part of your tactical
marketing plan? In many cases, establishing your product or business as the alternative
to something used or done by a great number of people, could dramatically simplify the
process of attracting a large number of customers to you.
If you found this tip helpful, subscribe to my free newsletter using the link below. You’ll
get instant access to this awesome eBook called The Marketing Grid, with a list of just about
every marketing tool you’ll ever need to get customers. You can practically create
your entire marketing plan simply by checking a few boxes.
I've also got some awesome videos coming up, including a technique you can use to funnel
loads of customers from other businesses to yours. Once you subscribe, you'll have access
to the growing collection of videos, demo files, templates, and cheat sheets which are
available to all free subscribers.
Check it out now using the shortcut, http://GreatMar.com.