Customer-Centric Marketing: Tap into your culture to differentiate from the competition
Does Walmart feature lower prices than your store? Is there a services company in India, or a manufacturer in China that can undercut your price in your B2B industry?
If you are not the lowest-priced offering in the market, you need a differentiator to justify your premium price. Why should customers pay more for the honor of buying from you?
I’ve written before about how a good story is integral to marketing a company that is not the low-price leader. But in this blog post, let’s take a step back. That story needs substance. Where is your substance?
Well, I’ve recently been thumbing through a new book that has an excellent example of one place you can find the substance behind your story – The End of Business as Usual: Rewire the way you work to succeed in the consumer revolution by Brian Solis.
Brian will be a keynote speaker at Email Summit 2012, and every attendee will receive a copy of this book, courtesy of ExactTarget.
