If you want to get noticed in the market then a great strategy is to look different to the others. But most marketing people use “what’s on the market today” as the base for ideas, and its wrong! It doesn’t serve the client and it isnt interesting or clever.
Attention is a criteria in all sales. The more people who knows you exist, the more people is going to buy your product! Or people who don’t know your product wouldn’t be able to buy it, right!?
In order to create attention then you have got to be different or serve as a contrast. You wont create attention by just being a different version of something that already exists.
Take a look at the example on the picture with a display of books from a book shop. All of the books displayed are in direct comepetition with each other and strangely enough then they also try to look like each other. More or less. Maybe I simply do not understand the book market, but if I was to advice on the graphics of a book sleeve, competing in the pictured marked, then I would suggest to use a single and very bright colour and plainly add some bold black letters! The book look would different and drag the attention of the customer, it would be seen more and better. And when the book is seen by more then it will also sell more.
You could use the same example when looking at magazine shops or trying to imagine the high street as a similar display. How much does the individual brands differ? How does your brand differ? Is there a danger that the real distinction between you and the others is not obvious to the consumer? And what areas of your branding could you reinforce to make you more visible in the market? We know that visibility equals sales! Just think about it!
Mettex
To read more about the importance of attention, read my blog about the AIDA model by clicking here.
Mette the homeopath 