White White Farm: 7 Ways to Differentiate and Position Your Business

I recently returned from a wonderful trip to paradise-the island of Kaua'i in Hawaii. As with most resort destinations, Kaua'i offers its visitors plenty to see, do, experience, and of course, spend money on. One of the most competitive activities on the island: aerial tours conducted by helicopter. There are plenty of unique sights and hard-to-access natural wonders only reachable by helicopter, and that brings the tour operators out in force.So if you're one of the seven businesses on the island, how do you stand out from the competition? How would you position your company to get the most market share? How would you get a tourist to pick up the phone and reserve a seat with your helicopter tour company rather than the other guy across the airfield?Remember, you don't have the luxury of time to create awareness for your business (what marketers call mindshare). Your target audience does not live on Kaua'i and is not exposed to your advertising or promotional messages year round. In fact, in most cases, your prospects have only one week to discover that you exist, understand your value proposition, and make a decision about whether to open their wallet to you.By dissecting their advertising in a Kaua'i visitors guide, here's how the seven helicopter tour operators on Kaua'i do it. These are some of the same ways you can differentiate and position your business.1. Royal Hawaiian Airways"It's the equipment," their advertising proclaims, along with gorgeous photos of shiny helicopters and copy that explains that their Astra AS355 jet helicopters are configured like the finest corporate choppers. While you've only got a week to build a brand, you must still focus your marketing efforts on owning a word nobody else owns. And in Royal Hawaiian's case, it's "equipment."2. Safari HelicoptersSafari chose to position themselves against the competition by showcasing the many awards and accolades they've won: People's Choice, Best of the Best, etc. What's interesting about this approach, and many other differentiating attributes, is that even though other tour operators have also won awards and honors, Safari chose what's known as a "preemptive move" and claimed it as their own. Folgers coffee made a similar move decades ago when they claimed the position of "mountain grown coffee". All coffee is grown on mountainsides, but Folgers was the first to put their stake in the ground.3. Cheap Tours HawaiiThe name says it all and it's perfectly aligned with their value proposition: a savings guarantee. They will pay you the difference if you can find a cheaper helicopter tour on Kaua'i. Big, bold, colorful type splashes "75% OFF" across their ads further cementing their low-price position. But here's a "watch-out": You can't own the low price position and the high quality position in the prospect's mind. So rhetorically I'll ask: Do you really want to be the low-price helicopter operator on the island?4. Island HelicoptersA bit of a schizophrenic brand, Island Helicopters doesn't really know what it wants to be when it grows up. They've been locally owned and operated for 27 years, which establishes a reasonable credential to hang their hat on, but then they quickly move on to other attributes. And one of the most common branding mistakes is trying to "pile-on" other features. The folly is that while it may make you feel better ("Look at all the stuff my business is about!"), in reality, you're not giving your prospective customer any real reason to choose your company over another. The most successful brands are those that have a narrow focus.5. Will Squyers (Sunshine) Helicopter ToursSunshine takes the tack of promoting the category, not the brand itself. Their advertising waxes eloquently about the scenic beauty of the island, the unique aerial aspect of a helicopter tour that can only be experienced from above, and with a headline of "Overwhelm Your Senses" seems to try to convince you to simply consider a helicopter tour. Once you've made the tour decision, of course, Sunshine certainly hopes you'll think of them. This is a risky approach and is often used by the category leader-especially if they have high top-of-mind awareness.6. Blue Hawaiian HelicoptersThis is another company that does it right by attempting to own a single word in the mind of their target audience: "Safety." Like the well-known Michelin Tire campaign, "Because so much is riding on your tires," Blue Hawaiian's advertising features a photo of a young family with two small children and the headline: "Because some things really are priceless." And their ad announces that they have the highest-time pilots on the island and are the only company in Hawaii to have its own factory-authorized and FAA-certified service center and repair station.7. Jack Harter HelicoptersThis operator attempts to offer a smorgasbord-a little of everything. In fact, from their advertising alone, it's difficult to tell exactly what their business stands for: safety, quality, "the originator" of helicopter tours on the island, your choice of aircraft, and more are all served up to the prospect. But the formula that marketing author Herschel Gordon Lewis espouses is, "E-squared equals zero." Or, when you emphasize everything you emphasize nothing. And you walk away from the Jack Harter ad wondering what it is they really offer that's better than their competition.As you've probably picked up by now, there's no right or wrong way to differentiate (with the exception of a few of the examples who try to be everything to everybody, and as a result are nothing for anyone). The important point is that you do differentiate. Pick a position-one that the competition doesn't own yet-and make it your own. Let it sing out through all your marketing and communications and your business will stand for something. [EXTRACT] I recently returned from a wonderful trip to paradise, the island of Kauai, Hawaii. As with most resort destinations, Kaua'i offers its visitors plenty to see and do, experience, and of course, spend the money. One of the most competitive in the island air tours conducted by helicopter. There are plenty of unique places with difficult access to the natural wonders accessible only by helicopter and tour operators bringing in force.So if you are one of the seven businesses on the island, how do you stand out from the competition ? How to position your company to obtain more market share? How to get a passenger to pick up the phone and book a seat with a helicopter tour company rather than the other across the runway? Remember, you do not have the luxury of time to create awareness for your business (what marketers call Mindshare). Your target audience does not live on Kaua'i and is not exposed to advertising or promotional messages year round. In fact, in most cases, your prospects have only one week to discover that there, understand your value proposition and make a decision on whether to open your wallet for your advertising you.By dissection guide Kaua 'i visitors, here is how the seven operators Kaua'i tour helicopter doing. These are some of the same way that you can differentiate and position your business.1. Royal Hawaiian Airways "is the team," proclaims its advertising, along with gorgeous photos of helicopters brilliant and exemplary explains Astra jet AS355 helicopters are configured as the best helicopter company. While only have a week to build a brand, you have to focus their marketing efforts in the possession of a word that nobody else has. And in the case of Royal Hawaiian, is "team." 2. Safari HelicoptersSafari decided stand against the competition, showing the numerous prizes and awards he has won: People's Choice, Best of the Best, etc. What's interesting about this approach, and many other distinctive attributes is that although other tour operators have also won awards and honors, Safari chose what is known as a "defensive move" and said that as his own. Folgers Coffee made a similar motion decades ago, when he claimed the position of "mountain grown coffee." All coffee is grown on hillsides, but Folgers was the first to put his participation in the ground.3. Tours HawaiiThe cheap name says it all and is perfectly aligned with your value proposition: a guarantee of savings. It will pay the difference if you can find a cheaper helicopter tour on Kauai. Big splash in bold, colorful "75% OFF" through their ads further consolidating its position as a low price. But there is a "clock-out": No one can be master of the position of low price and high quality position in customers' minds. So I'm going to ask rhetorically: Do you really want to be the operator of low cost helicopters on the island 4?. Island Helicopters of a mark bit schizophrenic, Island Helicopters do not really know what you want to be when I grow up. They have been locally owned and operated for 27 years, establishing a reasonable card to hang your hat, but then move quickly to other attributes. And one of the errors most common brand is trying to "pile on" other features. The madness is that while you may feel better ("Look at all that my business is about!") Actually, you're giving your potential customer the real reason to choose your company over another. The most successful brands are those that are closely focus.5. It Squyers (Sunshine) Helicopters takes the position ToursSunshine promoting the category, not the brand itself. Their advertising waxes eloquently about the scenic beauty of the island, the only aspect of air a helicopter ride that can only be seen from above, and with a title of "His overwhelming sense" seems to try to convince simply consider a helicopter ride. Once you have made the decision to tour, of course, Sunshine certainly hope you think of them. This is an approach to risk and is often used by the category leader, especially if they have a higher top-of-mind awareness.6. Blue Hawaiian HelicoptersThis is another company that does things right, trying to get a word in the minds of your target audience ". Safety "As the campaign known Michelin tires," Because so much is at stake in their tires, "Blue Hawaiian advertising features a photo of a young family with two small children and the headline:" Because Some things really are priceless. "And your ad announces that pilots have more time on the island and are the only company in Hawaii to have its own factory authorized and certified by the FAA and repair service center station.7. HelicoptersThis Jack Harter operator attempts to provide. smorgasbord, a little of everything in fact from advertising alone is difficult to know exactly what your business is synonymous with safety, quality, "the creator" helicopter tour on the island, the choice of aircraft, and more are served at the prospect. However, the formula that the marketing of Herschel Gordon Lewis is the author argues, "E-squared equals zero. "Or when you emphasize everything you emphasize nothing. And at the bottom of the ad Jack Harter wondering what are they really offer is better than your competition. As you probably know by now, there is no right or wrong way to differentiate (with the exception of some of the examples that try to be everything to everyone, and as a result are not for everyone). The important point is that they differ. Choose a position that does not have competition, and make it your own. We'll sing through all your marketing and communications and your business will represent something.