Know-How Exchange : Strategy

Dear Chough,

Although it might seem vital to your client, why is it important to the trade that this news be conveyed?

Does the trade have a record of caring about such news? If so, why not consider reporting your tale in the same way. And if the story is as weak as you say, how can it be improved?

What aspects of the story touch people's lives and how?

Remember the classic VW commercial about the snow plough driver? (I spell plough like this because I'm British). In it, there was wonderment at how the man who drove the snow plough actually GOT to his snow plough.

Answer, he drove a Volkswagen!

How does the company at #3 get to #3? Better products? More innovation? Cleaner shirts? Smoother oil? Think literally and laterally.

But above everything else, make your story MATTER. If readers don't connect with the story or the main character in the story, you won't have any rapport. No rapport. No relationship and therefore, no relevance.

Your news MUST be relevant. The secret's buried in the product somewhere. Or it's buried in whatever it is that the product allows or permits people to do. The problems it solves. With me?

But wherever it's hidden, find it, pull it out, and hold it up in the steely light of day.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA

The story here is not that they're number three, but that they're growing. That's not a promotional story that's a PR story.

你可能会问他们,如果他们想做什么number four girds up its loins and retakes number 3 position--toss all that work away? You might also remind them that if, as you say, "some industry statistics" show them as number 3, other statistics might show them as 4 still. Now they're in a "who's best" contest which nobody wins.

Get the news out to the trade press, but convince them that making it a part of their brand identity (ie logo) carries more danger than opportunity. (I can't think of any company that's done what they're suggesting.)

Bit of a sticky wicket.

Ah...well that's a little different, but I think the principles are in effect nevertheless, as I think you agree.

I'm reticent to suggest specific ideas since there's about a billion ways to skin a cat and not knowing anything about the market you're working in my chances of providing anything of value are minimal.

I would keep a couple of things in mind though.

First, I might want to promote the source(s) of the growth stat: if they are the respected analysts then mention them by name. Let their brand value support yours.

Second, don't be afraid to postively mention the competition: 1, 2 and 4. You're all in a marketplace, and when any of you succeed you all succeed because the market grows.

Now, the only place I can think of off the top of my head where number 3 has prestige is the Olympics (and similar). So you have some imagery you could borrow there: the medals, the platforms, even a treated stock shot of a race so it highlights the number 3 competitor (depending on what your logo looks like Photoshopped onto a pair of Speedos--specifically, Dara Torres').

But for the purpose you're talking about, your graphic ideas are as good as any.

Dear Chough,

One other thing. It's already been touched on by my colleagues but my original post was written at 7a.m. and on only one cup of coffee.

This 3rd place issue? Ignore it. It is a non issue. Ten foot pole and all that. With me?

Don't go anywhere near it. Instead, focus on how your client's company is expanding, growing, changing, blossoming, even in these harsh economic clichéd days.

And your client's competitors in slots 4, 2 and 1? Ignore them too. Don't even think about mentioning them. Or whatever it is they make. All that'll do is draw attention to them. Spend your client's ad money on the client.

I hope this helps.

Now, be off with you! Go and do something fabulously brilliant for your mysterious client.

Gary Bloomer
Wilmington, DE, USA

If I understand the question, the release is intended for the trade channel to market. Your client, with their broad base of products, being in number three means the following to the channel:
Your client is growing
Your client offers the best opportunity to package products from several categories
Your client being at the top in one category will effect their impact in other categories
Your client may offer a better opportunity to "partner" in the market than other companies.

My practice is built around channels to market. If you would like to explore this off line where we can talk about specifics - I would be happy to chat.

To add to Gary's excellent advice, the story isn't that you're number three.

It is (partly) that you're growing (even in a recession) and you have third-party proof to back it up.

The question is, what got your client there? What made them stand out so that they grew?

What is their story? And, a story isn't "Man goes to jail for violating Housing Owner Association rules". A story is "Main Jailed for Brown Lawn" (a true story, by the way). What's the hook?

Jodi

Focus on the customers who have made them #3. Why are they choosing your client? Tell their stories. Tell how much the client has helped them like no other (saving time/money). Allude to the competition ("we looked elsewhere, but we chose X because....") to show the uniqueness your client offers.

First of all, the third position is a very powerful position in most market segments. Positioning authors, Ries and Trout, said most markets usually shake out to three positions. Being in the top three means your brand is in the game ... four, five and six not so much.

Mercedes
BMW
Audi

Toyota - Lexus
Honda - Acura
Nissan - Infinity

Think about it, in most segments there are three dominate brands, and sometimes two like the cola segment with Coke and Pepsi.

然而,在你的例子中,the "Shirts, trousers, shorts, vests, and shoes" description is really a separate market segment from "just shirts" and "just pants". So is it possible that your client is really number one in "Shirts, trousers, shorts, vests, and shoes" by whatever naming convention.

The test for accurate positioning goes to the perceptions in the minds of customers. If a redefined and repositioned segment claim rings true with the customers, it can be the basis for a number one position. Also, consider that it isn't always about numbers and hierarchy. NyQuil claimed the first "night time" cold medicine segment, thereby repositioning all existing cold medicines as for "day time" use. It is about those perceptions and modifying them to your brand's advantage.

Hope this helps,

Steve