We are in an era where we are grappling with too much choice. Consumers today are facing a challenge in keeping up with the different choices they have.
Every product or service category has become crowded (maybe apart from some categories like online search, where Google still continues to have substantial market share). In this scenario, having a meaningful engagement with your customers has become table stakes for any business to survive and thrive.
So, the question that every marketer grapples with is “How can my Product/service stand out in this crowded marketplace?”.
Some marketers try to stand-out by providing exceptional products/service/engagement (Apple)
Some try to come up with stunning advertisements and marketing campaigns for their products/services (Coke).
Some try to use the new age media to engage with their customers and build communities (SAP).
Irrespective of what strategy we use as a marketer, we need to be able to “Surprise” and “Inspire” our customers. If we are able to do both, we would have their attention and affection.
Doing these alone is not sufficient for a product/service to stand out and be successful. The product/service needs to be good quality, address a specific need for a customer, engage the customers in meaningful ways. All these are table stakes without which you do not stand a chance.
But by themselves, you don’t stand a chance to win over your customers.
Find creative ways to both “Surprise” and “Inspire” your customers.
How does your organization go about doing this?
Share your experiences about when were you “surprised” or “inspired” as a customer/consumer.
PS: Some integrated campaigns which have both “Surprised” and “Inspired” me are below:
