What Makes the Difference?

By Driss R. Temsamani

Success can be achieved when you can give your clients exactly what they want. Sounds simple? Well, on an average only 20% of companies competing for your wallet get it. So what makes a difference? Relevance.

Let's say that your clients stand at the beginning of a straight line, location: point 0 and your stand at the end of the same line, location: point 100. The way you can measure relevance in product marketing is the distance, in this case between 0 and 100. The closer the distance, the higher your chance of a sell and the farther you are the harder is the sell. The distance is also a direct correlation between an implosive buying decision versus persuasive. The closer the distance the less advertising and promotion is required to push your products.

In traditional marketing it is widely accepted that products carry an inherited value based on unique features and benefits. In my theory called DNA Marketing, I challenge this notion based on the fact that there are non tangible products. Take for example trust or experience. You can’t touch it, smell it, taste it or put it in a box. On the other hand, there are people who look for trust or experience and pay a price for them.

By following the traditional Marketing approach companies wrongly invest in product packaging and advertising to communicate physical differentiation and forget about what most important, the hiding value. As a result of this approach, the return on investment is marginal. In the DNA Marketing theory, I present a new framework that Marketers can use to build a brand strategy that stands out. By introducing Relevance as a new differentiation category, companies can close the gap between their clients needs and their solutions.

So how do you build relevance into your product? To start, conduct a discovery survey. Ask your prospects what keeps them awake at night; what is the nature of problem that they are facing; how they would describe a pleasant state of mind; what gives them pleasure; so forth and so on. These type of questions will give you the qualitative indicators to start building the product blue.

With the product design complete, focus on a targeted communication campaign. Use what your clients told you in the discovery phase to build key message about your product value proposition. Remember that your differentiation is hiding and not physical, it’s Relevance, so use it at the center of your go to market strategy.

Measure, measure and measure! With the product pitch in the market, you can never turn your head away from the voice of your clients. The second most important aspect of a successful marketing strategy is to measure and adopt to your client's needs. After you ask your clients what is important to them, now it’s time to ask them if what you are selling is relevant to their needs. Plot their answers from 0 to 100 and create a scale that can be historically trended. This information will allow you to adjust your strategy as you go and bridge the gap between your client’s needs and your product offering. That’s what will make a difference! That's Relevance of the DNA Marketing Theory.

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