Are You Competing With An “Obama”?
Obviously you weren't opposing Senator Obama in the race for the democratic nomination for president, but you may find similarities between the democratic race, and the challenge you face with competitors:
Overconfidence by an experienced, established brand that relies on people valuing experience over a message of change.
A new competitor appeared over-night, and conducted a more thrifty, organized, and aggressive marketing campaign.
This fundamental and simple difference in strategy may explain why Obama has been able to garner such popularity.
The primaries aren't over, but the campaign can still provide you with a lesson in what you need to do to compete with a formidable opponent.
The lesson that can be applied is not just that change can trump experience, but that aggressive campaigning, applied in the most effective ways can produce the greatest popularity. And, as in the race between Clinton and Obama, even when there appears to be few fundamental differences, the winner may prove to be the one who campaigned harder, and smarter.
Are your competitors winning the attention of clients by conveying a new enthusiasm, and a message of change? Certainly people want experience, but what captures their attention, imagination, and most importantly, motivates them to action, is an enthusiastic message that resonates.
For you to win your “race,” what should be your campaign strategy? You can’t reach a sales goal, or keep your share of the market, without an aggressive plan.
Here are a few key strategies:
- Don’t take clients for granted.If you’re not the only “candidate” running you need to offer people something new. A competitor with new, appealing photography and products can appear overnight, and have a devastating affect on your share of the market.
- Be positive. Stay upbeat when dealing with clients, staff, and family. People want to “vote” for winners.
- Welcome change. Business owners who are the most experienced may be the most susceptible to the effects of new competition. Complacency, low motivation, and being out of touch, can make you vulnerable. But often the greatest danger is a record of success. Even the most successful business owner can be stubbornly convinced the methods they’ve used in the past in will guarantee future success.
- Hire a great campaign manager.You can’t afford to excuse yourself from being the business of change because you don’t have the experience, or the time. If you don’t have a new plan, the tools, or the expertise, hire someone who does. This may sound harsh, but if you were good at everything you’d be more successful.
- Get on the right track. As a business person, you must be responsive to consumer demands, and re-inventing yourself in order to remain appealing is not flip-flopping. You’re not compromising when you improve your methods in order to be more profitable, and more efficient.
- Don’t run a negative campaign. Don’t ask about, or even talk about competitors.
- Run the most aggressive campaign. Make sure to use the most effective PR marketing you can afford. For some markets you
may need to do “go door-to-door” campaigning, but you should take advantage venues where you have access to dozens, if not hundreds of potential clients.
Don’t accept the status quo, and don’t find solace in the fact that other businesses are in the same boat as you. You can get in the race at any time, but as in politics, if you don’t have what people want, no amount of advertising will convince them you do.
You have a choice. You can maintain your present course, or you can make change your number one priority. Make the first Tuesday of every month “Super Tuesday;” fill every month with rigorous campaigning for your business.
If you want help, or would like to discuss a program that includes all the materials you will need, contact me.