During the recent snow “events” in the Northeast, including Snowmageddon, I noticed a very unique and well crafted snowman. Having grown up in the northeast, I am no stranger to snow, and have spent considerable time constructing snowmen with my children. However, during the recent storms, I noticed that one of my neighbors had constructed a 25 foot tall snowman. I am not even certain how this was accomplished, but I imagine some heavy machinery may have been involved. What struck me was the impact that this snowman had on the community. The owner of the property had created something unique, unlike every other snowman in the neighborhood, and by doing this he separated himself as a unique brand – and as marketers, that is what we all must do. The key to the WHY is making your creation something that must be seen/read/viewed/emailed - creating something unique, that stands apart from the competition, and is unlike any of the hundreds of similar snowman on the block. Within days of being built, I had mentioned this creation to friends and family, who in turn mentioned it to their friends and family, and eventually the 25 foot snowman went viral via Facebook and Twitter posts. People were coming from all over to see what essentially was a big pile of snow – but not one to be missed. With all the challenges of getting noticed in the marketplace today, the WHY is key. WHY is your product or service better than the others, WHY should I invest the time to learn more or ask questions. WHY would I want to become a customer?
The story remains that if you build something unique, people will seek out your brand. If you have the tools to push the uniqueness of your product to the right people at the right time you will succeed and you need to do it now, before your great idea melts into just another puddle of water. The WHY audit is just one part of the seven question approach to successful marketing that Blu has created. We have used our WHY audit to help health insurers, banks, car care centers, energy companies and other customers invent success. We also have many BIG IDEAS for other verticals as well.
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