We heard about Cinderella Story. Cinderella was a poor girl, and she could not go to Prince’s party. Then the fairy tale appeared and provided the lavish costumes and beautiful shoe. The shoe was gorgeous, and most probably, everyone noticed the glittering Cinderella and her shoes. But as midnight appeared, Cinderella could not stay with the Prince, and she left the place and ran away but left her shoes at the palace. Now the Prince must find Cindrella and the only connection between the Prince and Cinderella is the beautiful shoes. This one connection made the Prince find Cinderella again to marry her for a life long journey.
We often serve our customers as we deal with Cinderella and Prince and quite often, we run away from our customers once the service is completed. But we don’t leave our beautiful shoe as a connection so that the customer can come back and do business with us.
This article will cover three parts to understand this connection and how we can establish our relationship.
1. Challenges in creating the connection
2. Comparatives with the competitors
3. How to Align our Marketing message with Authenticity
Let’s go through the first part.
What are all the challenges in creating the connection?
We are not the only brand that our customers are getting service from, and often customers don’t even look at our shoes and praise for it. There are many other beautiful shoes that the customers see daily. The fact is that we are not the only Cinderella for our customers. Many Cinderellas are waiting to get the customer’s attention. Hence even though we make the connection and try hard after some time, our customers may not remember us, and there is no strong connection between our customers and us. To establish a long-lasting customer connection, we need to understand the exiting connections the customer is occupied with. Let’s move to the second part on creating comparatives with competitors on customers’ minds.
How to create Comparatives with the competitors
One of the critical skills a startup marketer can do is having a conflict with competitors. We should never be afraid of creating a conflict with our competitors and reposition ourselves with our competitor’s brand. We can do this in a very subtle way without an aggressive attitude.
For example, P&G had spent nearly 15 million dollars as apart of introducing Pringle’s chips. If you and I have a potato chips shop, we cannot win this budget and their advertisements. There was one local brand that could not sustain wanted to regain the position. Then they stated that if we are supposed to eat real potatoes chips, we would eat fry with vegetable oil, mix salt and eat it. We don’t eat Dehydrated potatoes, Diglycerides, Ascorbic acid, and Butylated Hydros- Anisole, which you can get from Pringles.P&G sales went down by 18% because competitors had created this conflict at the consumer’s mind with the reality. Now, we will move our last part on Aligning with reality.
How to Align our Marketing message with Authenticity
Even though Cinderella was poor and not rich, the Prince ended up marrying her. The reason is that Cinderella was original and authentic to herself. She does not want to cheat the Prince. When we are authentic, our customers will see this Authenticity as part of reality. When we communicate our Authenticity and provide excellent quality service, then the customer will remember us. When we do exceptional work, do it so that no one else does, our customers will remember us. This Authenticity creates a great brand for us in front of our competitors and wins our customers’ hearts. It would be a long-lasting relationship that cannot be taken away that easily by competitors. Now, Let’s cover the last part as a summary.
Summary
The world that we are living in is very competitive and over-communicated. As a startup, the only way we can win is to provide authentic quality service to our customers every inch time they remember our service. Hence creating the connection, understanding our competitors with a gut feeling, and Align our Marketing message with Authenticity makes our product and service stand tall. As a startup, you can take over any competition and stand tall.