I had lunch today at Panera and of course, I had a bowl of soup. The new Chicken Tortilla soup to be exact. While eating I thought to myself...I've never been disappointed in a bowl of Panera soup. And I've been eating soup at Panera regularly (at least once a month) for the last 8 years or so.
What is it about what you do that never disappoints? Can you isolate just a few things that you excel at? Those are the home runs you need to be pushing into your marketing messages if you aren't already. Those are the things you need to be supplying testimonials for. Those are the things that need to be front and center on your web pages.
Remember, your marketing needs to say much more about what the customer likes than what you like.
I like your post on Panera though I really don't care for soup that much. I also like that you are encouraging camps to foucus backward a bit and find their true strength and exploit it. If you can pound the one thing you do well, you can bring definition or clarity to the thoughts of a parent who is wondering if you offer what would be beneficial for them. What if we used that approach to bring more clarity to the camping movement as a whole. In other words, not as much individual camp specific, but industry specific. What if we used a strategy to focus the message or benefits of camping to the whole country thur 1000 member camps. Don't you think we scrape away some of the fuzzy perceptions parents have of camp and replace it with something that inspires their participation? I bet if we give member camps a plan to work with we could make use of 1000 megaphones each promoting the same message: Camp is worth it and here is why. Just some thoughts.
Posted by: Scott Hall | December 04, 2008 at 02:02 PM