Saturday, August 22, 2009
THE PRODUCT DIFFERENCE Chuck Geiger
Al Ries and Jack Trout are my idols. Positoning: Battle for The Mind and The 22 Immutable Laws of Marketing are the best books written on positioning and product differentiation."The essence of marketing is narrowing the focus. You become strong when you the reduce the scope of your operations. You can't stand for anything, if you chase everything. Words to live and die by. You have to choose a product differentiation path that makes sense. It's not about the music, both Country stations play the same music. It's about how you position, create, drive, entertain, have fun and blow it up. In every Country battle this Fall, you will hear the same songs, the same artists - But it's like watching Diners, Drive-In's and Dives when Guy hits a barbecue joint and asks them what's in the sauce, they never tell. Oh sure, there's the favorites: garlic, pepper, etc. But they never disclose what makes it special. I learned the hard way for three years in Fresno chasing KSKS, Kiss Country with KHGE called Big Country. Al and Jack write: "When a competitor owns a word or position in the prospects mind, it's futile to try to own the same word or brand". So we have the same music, the same positioning statements and the attempt at sonic sound was virtually the same. Enigma time everybody. Programing for me in Wichita was different. KZSN was it's own entity. KFDI wasn't famous for music, it was famous for weather, traffic and breaking news. When Cornbread did mornings, it was famous for mornings. This made the battle for positioning much easier. But believe me when your competitor has a 17 share 25-54 Adults and you have a 7 share - It's not a free ride either. Find your difference, what makes you different or special from your competitor? You have to find your own attributes Al and Jack write: "You must try to own the most important attributes."