Most of you may find yourselves in a business that is at parity with its competitors. What should you do to differentiate your business in the minds of your prospective customers?
MAKE SURE THAT YOU HAVE A DEFINED POSITION.
Finding itself swimming in an industry full of competition and price discounting, Papa John’s decided on a totally different position from its competitors with its new “Free Pizza Guarantee.”
Papa John’s will pledge that any customer dissatisfied with their pizza will get their next pizza free. This bold new guarantee will be introduced during the Super Bowl. Needless to say, this new deal seems like a very bold, yet risky move for the company who currently rank as the nation’s fourth largest pizza chain.
In actuality, Papa John’s is executing this new deal after some thorough testing. Over the last year, they have tested the guarantee in Great Britain and found only a 2% dissatisfaction rate, so they feel that they can make money off of it in the US. Pretty smart, right? What a way to “reposition” a brand! And because this is such a unique position, it’s unlikely that competing brands will follow with similar deals anytime soon…this gives Papa John’s a great point of differentiation.
What can you do to position or reposition your brand?
The author, Bob Ottaway, is President and Founder of Ottaway Digital. Established in 1999, it has been a pioneer in SEO, digital advertising & social media since 2006.