In choosing a marketing strategy, be it table tents, table tent printing or hang tags and flyers, you have to find out which will provide the best interest for the business. This means choosing an offering that will be most effective in the marketplace. The following are some strategies that may guide you to develop your own that would be most appropriate for your business, products or services.
Aspire for uniqueness.
I often wonder how a particular product would sell in an area where everybody sells the same product. Have you ever gone to a particular street that only offers Chinese food? There are rows and rows of restaurant offering the same kind of dish. In this situation, consider two things: first, from the point of view of the owner, what would make my restaurant different from the one next door or from the one at the corner? Second, from the point of view of the customer, what would you be looking for in a restaurant that you would be enticed to try it?
The answer is a differentiation strategy. The idea here is to create a product or service that is perceived as being unique. In the case above, the restaurant owner can specialize to offer a dish that is not common and advertise it in their table tents. This would then attract would-be customers because it is offering something that is only available in that particular restaurant.
Aspire for efficiency.
This is based on the concept that any business can produce and market (using table tent printing for example) a good quality product or service at a lower price than any competitor. I once attended Six Sigma training and this helped me to realize the value of improving processes. Six Sigma teaches us to first understand and analyze processes to identify where improvements could be made for what are referred to as quick wins. Process improvements enhance how products or services are delivered with the ultimate objective of producing more with less.
Aspire for a particular niche.
This one is the most sophisticated as it tries to identify a certain segment in the market to create a product or service that is focused only for this particular segment. This strategy would make it hard for competition to penetrate particularly if the product or service is delivered in an exceptional manner that most clients or customers in this particular segment would not even dare try other brands.
Since we started with the food business as an example, let’s use the Japanese delicacy called Fugu or blowfish. This fish is very dangerous because it has neuron toxins that can kill any human if consumed improperly. Hence, there are only a few restaurants in Japan that offers this delicacy and only licensed cooks can prepare this meal. If you have tried a particular Japanese restaurant and you immensely enjoyed the experience and more importantly, you did not feel any numbing sensation, then chances are you would stick to this restaurant for your regular Fugu dose even if you have seen hundreds of table tents about this menu in other restaurants. You would still ‘entrust’ your dining experience to your trusted restaurant and cook.
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