Since early this year, we’ve been talking about the way consumers are “comparing apples to oranges,” and the need for companies to compete outside their own category of business (see this collection of Apples & Oranges postings).New research from NPD Group—in an article in this morning’s Marketing Daily—seems to further validate our assertions. Click here to see the Marketing Daily story.
Implications: It’s not enough for the furniture store to advertise why they have the best furniture deal. The store messaging might also remind consumers why furniture is a smart buy right now… because the enjoyment lasts longer than going on vacation, or because it can make your home feel new without moving into a new house, or because it can refresh your space without making the family suffer through the mess of home improvement project.
If you sell home improvement, real estate or vacations… don’t worry, I’m not picking on you. I’m suggesting that you, too, should be positioning your products and services against other categories the consumer might be considering.
The marketing message has always been intended to sell your product over other alternatives. Now, those alternatives are more diverse than just other competitors in your category.
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