How to Compete on Content
pg.2
By Christopher Willis
How Technology Marketing Course Concepts ApplyIn order to both guide marketing strategies and better arm our sales team, the Company needed to accurately represent its differentiators to prospects. Understanding the Generic Product, and taking that off the competitive table would clear the way for a battle based on unique differentiation.
The steps forward were:
- Isolate the Generic Product benefits of the category - connecting computer displays to financial services applications and data - common to all suppliers in our category.
- Identify Expected Product performance for all suppliers in our industry, just matching incremental competitor volleys in a "feature war" that would not ultimately lead to sustainable differentiation.
- Create messaging around the Augmented Product, something that would provide unique customer value and set the Company apart from competitors, making us unbeatable.
