#1 Heated Rivalry
IYKYK
If your operate in an industry with intense competition you know how hard it is to stay ahead of the pack. Industries like hospitality, retail, real estate, FMCG and insurance require excellence in delivery and serious points of distinction to stand out.
Excellence in delivery is everything from the service your provide in real life or online, to the packaging the customer unwraps to the final user experience of your product or service.
Points of distinction is the foundation of your brand positioning which is an output of a Marketing Strategy. It's not something you airy fairy, it is a data-led statement about how you plan to win. The data comes from disciplined company, customer and competitor research.
Brand Benchmark
One of my favourite market leaders in an intense industry, is Daisies and the group of venues operated by Sam Kaye. It's not because he's my cousin - although I'm super proud - but it's because he knows how to nail excellence in delivery and points of distinction. And he built his muscle in these two skillsets over time. When he first took over Daisies it was nothing close to what he has built over 5+ years. In the process he has opened three more venues, in the same 5km radius no less, with each one bringing a unique offer and positioning to market. Each one building it's own fanbase and success.
Hot competition means you have to be great. Get the right insights and you're halfway there.
https://www.sidepiecedeli.net.au/
https://www.theothersidecottesloe.net.au/
https://www.instagram.com/olbuoy_cottesloe/?hl=en
Marketing Strategy is the discipline that unlocks long-term growth.
There are four steps in the development of great marketing and it starts with step 1 and 2 which is developing a data-led Marketing Strategy. If you're driven by growth, Marketing Strategy fundamentals are essential skills.
