Don’t just mimic the leaders, creative marketing means challenging today’s norms

For too long, marketers have looked closely at what the competition is doing as a driver of their own campaigns. After all, if an approach worked for a successful brand, why wouldn’t it work – reimagined of course – for your own needs?

In fact, this desire to copy others is deeply ingrained in our social psychology and difficult to ignore. However, smart marketers are realising that success now requires differentiation. Copying a social media tone of voice, or taking ‘inspiration’ from a brand simply results in a homogenised product that fails to engage target audiences.

In fact, when the trend to adopt similar marketing tactics takes place in a market, it simply dilutes the results of those tactics. Customers find that they can’t differentiate and their decision-making process actually becomes simpler – choosing products on the basis of their quality and cost alone.

Suddenly, the value of differential messaging goes out of the window.

The danger of this trend is only magnified by the excess of tools that make it easy to digitally monitor competitor activity. With pressure to succeed, it seems like a low-risk approach to follow what other successful brands are doing.

Of course, competitor activity can be informative and useful for providing guidance. But it’s important not to use this data as a template approach.

For better results, it’s essential in today’s market to communicate how your product is better; not simply focusing on unique credentials but demonstrating value. A focus on sustainability is important to many customers, for example. Show how that value is delivered consistently.

Examples of benefits that customers care about include usability, convenience, durability, comfort and flexibility. Remember that bells and whistles are unlikely to be sufficient to encourage a purchase.

From this point, pitch your marketing activity between the unique value that your products provide and what your competitors do not. Be distinct to gain attention and then drive actual purchases with solutions that are better than the current incumbent alternatives. No jazzy campaign will deliver sustainable conversions if the underlying offer is poor.

Experiment with fresh approaches too, so that you can identify new ways of meeting customer needs. This means analysing all of the data at your disposal and working with it carefully to derive usable insights.

Look at tactics which are currently under-used in your industry, or seek out examples of different tactics that other industries use and assess how you could apply them to your own. It’s also valuable to research other emerging channels – for example, social media platforms – to see whether they are likely to have value and traction in your own market.

Keep analysing that data, run trials, find out what your customers think and look for ways to be creative, engaging and exciting.

As ever, the secret to effective marketing lies in being bold, innovative and energetic in your approach. Copying others is a lazy approach which is unlikely to deliver sustainable results.

If your business is looking for can-do digital specialists, why not contact the resource experts at RC&A today.

 

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  • Tom Salvat, CEO, CONCURED
    "As a fast-growing start up, we need great people with a tough set of skills to find. They need to be hungry, experienced and fit the culture of a business that is always adapting and growing. Finding these people using Linkedin and other job boards is tough, time-consuming and rarely bears fruit. Ross has always been able to uncover gems for us, and we are benefiting greatly from his skills at CONCURED. Ross has a rare ability to really understand the business, the culture and the people that will nail the role. I couldn't recommend him highly enough, and he is the only recruiter we deal with"      
    - Tom Salvat, CEO, CONCURED
    Tom Salvat, CEO, CONCURED
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    I am writing to express my gratitude to Ross Clifford & Associates who helped me successfully secure the role of Enterprise Sales Executive at Concured. Ross was extremely professional and understood the specifics of the job I required. I especially appreciated his fast response, transparent communication, and coordination in a timely and efficient manner.
    - Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
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    Ross is one of the friendliest recruiters I've dealt with. He was always attentive, quick to respond and ready to help with any questions I had. He's very professional, and not at all superficial like so many other recruiters out there. I would highly recommend him.
    - Jessica Cole, Editor – Redwood London.
    Jessica Cole, Editor – Redwood London.
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    “We look for commercial people with a rare blend of talents. They need to be able to advise our blue-chip clients on thought leadership strategy. They need to be highly strategic and purposeful in uncovering opportunity. And they need the hunger it takes to thrive in a rapidly evolving business. RC&A were quick to understand our needs, they only delivered high-quality people for interview, and succeeded in getting us a winning candidate incredibly fast.”  
    - Gareth Lofthouse, Founding Partner, Longitude.
    Gareth Lofthouse, Founding Partner, Longitude.
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    I can't rate or recommend Ross highly enough. He brings a thoughtful, personal approach to the process, carefully matching opportunities with candidates, through a good understanding of their priorities and skills. Throughout, he keeps candidates up to date in an open, honest way. A genuine pleasure to work with.
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    Johnny Meredith, Senior New Business Manager, The Bio Agency.
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    Ross is the best recruitment agent I have worked with, he stayed in contact, kept me informed and was with me every step of the process. He also checked in with me during my first couple of weeks in my new role to make sure I was settling in. I wouldn't hesitate to recommend him.
    - Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
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    I have worked with Ross over 4 years now and he has always delivered a really high standard of candidate both at senior and junior level. His online knowledge is second to none and all the candidates he has put forward over the years have only good things to say about Ross and his work ethic.
    - Neil Kettleborough, CRO & Co Founder, Chalk Social
    Neil Kettleborough, CRO & Co Founder, Chalk Social
  • Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Ross is a fantastic recruitment consultant -  extremely professional, meticulous, patient and supportive. Throughout the process, I felt he represented me really well and genuinely cared about my career and finding the right role. Thanks to Ross I am now in a role I love, working with a brilliant team. Very highly recommended!
    - Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude

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