Whether its luxury real estate marketing or product marketing, differentiation sells! This is an update to our previous post regarding the Superbowl and the case for differentiation as a means to drive sales back to you, the advertiser.
NBC sold out its ads spots for the game and set a record for revenue at $206 million. The key selling point is that 100 million viewers watch closely during the game breaks. Furthermore, these ads could be viewed on NBC.com, Hulu.com, and SuperBowl.com, for additional viewers who were not interested in football.
One ad stood out for its differentiation. The Teleflora ad stated simply that their flowers come arranged in a vase, and not in a box. Their slogan was clear and concise. “There is a difference”. Although, the part when the talking flowers critique the recipient was in poor taste, they got the point across: Boxed flowers are for losers, and arranged flowers are for winners.
Can you see the power of differentiation? Associating just ONE word with your brand that distinguishes you from your completion is the ultimate marketing achievement: Box or Vase? , ProFlowers or Teleflora?
It makes you think about who you send flowers to. If your recipient does not have a vase, or does not like to arrange flowers themselves, or is pressed for time and just wants to be able to take the flowers that arrive in a vase and put them right down on a table. Teleflora is the right choice.
What one word differentiates you from your completion? If you simply answer “service”, think again. It is a service, to those who have their own vases and enjoy arranging flowers, to receive gifted flowers in a box. Both Telflora and Proflowers offer outstanding customer service. The word must describe a fundamental difference that you can own and your competition cannot.
GET FLUENT. GET AFFLUENT!
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