There’s a national chain near me which starts with K and ends with C, several grocery stores which serve chicken from their hot deli, and a few “sit down” eateries where I could go with a carry-out option. It was getting later in the evening, so I chose the quickest and nearest option, my local grocery store. Upon arrival, I was met with a near-empty display case of chicken, then given a 30-minute wait for a fresh batch. I passed.
On my crabby, angry, and hungry ride home, the truth hit me – There are not many options in my area for quality fried chicken. A national chain and grocery stores, but after that, I’m dealing with higher costs, or longer wait times, not to mention the hassle of trying to get it home hot & crispy. If I only had the time and money, and made delicious fried chicken….
Where is the “marketing” in all of this? All business owners should always be on the lookout for ways they can differentiate their business from the next. Those unique traits are a great way to market yourself. While I do not have a client who sells chicken, if I did, I would be sure to point out the lack of quality options in my geographic area, and the opportunity to market their chicken to that crowd. If someone started promoting fried chicken in my area through commercials, or a postcard with a coupon, I’d be there.
When you’re out shopping, dining, taking your child somewhere, your dog to the park, and so on, be on the lookout for opportunities to create a unique message for your business. It could revolve around pricing, parking, customer service, selection, quality, or the availability of quality fried chicken. Knowing where you excel and how you’re different not only assists with your marketing, it helps you stayed focus on the core competencies which make your business successful.
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Random thoughts, comments & opinions.