Does Your Brand Need Industry Specialized Marketing?

So you would think I would agree when a business owner says “I need a digital agency that specializes in my industry.”

I don’t.

Are there advantages?

The only advantage of going with an industry specialized agency of any kind is that fewer questions will be asked and more assumptions will be relied upon. Business owners believe that the time savings and the comfort level will translate to better solutions. It won’t and may limit creative solutions.

There is no secret sauce.

Often the perception is that the specialist firm has delved into all the mysteries of market, industry, area or technology and therefore is going to be able to deliver advice and implementation that will easily eliminate the competitive edge of your rivals.

Where can I find this Defogger Guy?.

One of my clients, a management consultant positioned as the Business Defogger and Accelerator, was hired by a healthcare client to improve the firm’s profitability even though he had no experience in the industry. The president of the healthcare company, presenting at the industry national conference, noted the consultant’s inexperience, as well as his ability to ask telling questions that had overcome that seeming deficit and how his help had given them their best year ever. He reported that following his presentation the founder of the largest firm in the industry asked him, “Where can I find this defogger guy?”

Why? Takes flight.

When a marketing counselor asks, “Why?” you are on your way to better advice and possibly a singular way to stand out in your industry. For Wing Ventures (Story at www.BrandBrainTrust ) we concluded that the standard pricing for flight lessons was unacceptable to our executive audience. (The pilot in training pays for each lesson, one at a time in 3 components: hourly aircraft rental, fuel used and hourly trainer fee.)

We tested package pricing for going from zero hours in the cockpit to a private pilot license and for going from the private license through training to get an instrument rating. The first time it was offered to a prospect he wrote a check for the full amount and later purchased an aircraft which he leased back to the company to use for training others.

Connections expand success

Neuroscience has confirmed that creativity and innovation are enhanced when we make connections between things we know. If you never seek out experience in other arenas you will not innovate. If you fail to connect seemingly distinct bits of knowledge your solutions will be dull.

Tell me again why you want a specialist to create competitive solutions.

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His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development on and off-line. He is also a sought-after International Speaker.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com

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