Market Leadership
Market share is not a function of product performance, but of creative leadership.
Is your brand remarkable?
This doesn’t mean that your brand should be unique, but that people talk about your brand or brand proposition. In today’s world where most companies are competing in mature markets with commodity product categories, it will be very difficult to be unique. Apart from that, brand design and brand proposition is more and more decided centrally in Global Categories or Global Brand Units.
However, you have to look for ways to create brand experiences where people talk about and more importantly, that people share within their communities.
Marketing is changing, are you ready?
The traditional old school of “Interruption Marketing” is slowly but surely losing its effectiveness. The amount of interruptions as in TV ads, billboards and print campaigns has been increasing over the last decade, and is still rising. Even if companies make use of new technologies like pop-ups and banners in Facebook, it remains interruption marketing.
Consumers don’t value the corporate statements anymore, like they did years ago. The opinion of their peers is far more important. If someone, based on a bad experience, rates a hotel with 1 star on TripAdvisor, you will probably think twice before booking that hotel. If someone gives a 5 star rating for a vendor on eBay, you’re more likely to order something with that vendor.
The New Marketing Mindset
The way your market share is calculated remains the same. Awareness x Trial x Purchase x Re-Purchase. However, the way to optimize these elements changes.
You have to see consumers as partners, where both have the same goal: to give and to receive value. “What do you need from us that will help you?”. “And if you like it, would you like to give a testimonial?”
To be successful you need to set up a marketing platform that covers the following 3 steps:
- Turn ‘strangers’ into ‘friends’ (start to like each other)
- Turn ‘friends’ into ‘clients’ (actually buy something)
- Turn ‘clients’ into ‘ambassadors’ (introduce you to new strangers)
© Actimpact – The 3-Step Marketing Platform
We facilitate the conversation around the New Marketing Mindset. In co-operation with Marketing Managers we look at the current business model and see how we can implement these changes. We organize Creative Sessions, Brainstorm Workshops and Speaking Engagements.
Ready for remarkable results? Call us or use the contact form below to get in touch.
And if you like this topic, please share it with your friends at Twitter 
