Ninety percent of all consumer electronics products and services are perceived ascommodities. These products are seen as being nearly identical to the products they compete with. These are nearly all HDTVs, all computers but Apple’s, all point-and-shoot digital cameras, etc. If you’re perceived as a commodity, all you have to compete on is price.
Nine percent of products are seen as being special. These products rise above the commodity crowd, thanks to product excellence and good marketing. They are known by most consumers. Think some (but not all) Android devices, Google’s search engine, and, for several years, the Nintendo Wii.
And, only one percent of all technology products and services are seen as singular. This category is made of just a few products: the Mac, the iPhone, the iPad, the Amazon Kindle, and, (probably still) Netflix. Singular products define not just their category but they make a cultural impact. Simply, they are perceived as the best products functionally, and they are supported by the best marketing in the industry. (Netflix had a significant year-long hiccup, but seems to have corrected its course.)
Most of you reading this have excellent products but poor marketing. The lowest hanging fruit — the area of easiest improvement — is how you talk about your products: be simple, and for goodness sake, focus on the emotional lifestyle value of your devices instead of technical specifications.
I am a marketing consultant with clients that include TiVo, Logitech, T-Mobile, Sprint, Yelp! and ZAGG. My new book, Evangelist Marketing, was published last month, and is 288 pages on topics like this one. My Web site details my work.
My 2012 Teleconference Series begins on March 14, and runs once a month through December. If you’re reading this, you can participate at no cost. This is a $375 subscription at no cost to you. All you have to do is email me and tell me you want in. I’ll get you dial-in information this week. (In fact, the second session focuses on the topic covered in this newsletter.)
The Evangelist Marketing Minute is a weekly thinking launch point that is always short enough to read in about 60 seconds. Your email address is never shared, with anybody, for any reason.