Keith Bates Blog
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September 22, 2017
Blue Ocean “Positioning” accelerates growth strategies!
Introducing a smart strategy for escaping red ocean competitors!
To capture customers’ imaginations, and wallets, both differentiation and low cost are needed. You can’t offer one without the other. Value innovation is the challenge.
And what is blue ocean “positioning”?
Blue Ocean Positioning is the process of presenting, not necessarily reinventing, an existing product in a new light to its market. It means using a different approach proven by market testing to be more appealing. And before you become intimidated by the intricacies of social media, please remember that marketing is more dependent on messaging than media.
You’ll need to make a serious commitment to embrace the blue ocean “positioning” concept.
It’s a challenge…but what I learned in just the first 13 pages from the new updated bestseller Blue Ocean Strategy is worth its’ weight in gold. What’s a blue ocean? It’s a product or service growing into uncontested market space. Products or services so unique in their substance or positioning that there are no competitors. And what’s a red ocean? The old world of competitive reality that organizations face constantly where marketing attempts to address the challenge of survival every minute of every day.
You can do it. It’s not magic. Read the book*…then call me.
Some thoughts from the book: What consistently separates winners from losers in creating blue oceans is their approach to strategy. Surprisingly successful creators of blue oceans don’t use competition as their benchmarks. Instead they follow a different strategic logic that authors Kim and Auborgne call value innovation, which is the cornerstone of the blue ocean strategy. They call it value innovation because instead of focusing on beating the competition, you focus on making the competition irrelevant by creating a leap in value for buyers and your company, thereby opening up new and uncontested market space. To sum up, those that seek to create blue oceans pursue differentiation and low cost simultaneously.
* Blue Ocean Strategy on Amazon.
As a blue ocean enthusiast for over 10 years and CEO/Creative Director of his own ad agency for 20 years Keith is well positioned to coach you with this concept.
IT’S THE MESSAGE, NOT THE MEDIA, THAT PERSUADES. For CEOs, CMOs in need of an Ad Agency, or a MarTech firm. Do this first… Accept the fact that traditional ad agencies often lack the consulting expertise to develop positioning and differentiation strategies while...