In replacing our current product demo with something a little fresher, we elected to elaborate on what makes us different rather than how we are as good as our competitors.
Without spoiling 100 seconds of not-quite-Pixar entertainment, let’s just say we will drive home the fact that our product is built on customer feedback and continues to evolve based upon client input.
In effect, our differentiator – our “special sauce” – is registration software that delivers what customers want.
Maybe it isn’t as spicy as Apple’s cool design, intuitive controls and sometimes clairvoyant functionality. Or doesn't rival the omnipresence of Amazon.com. But, it works for us and our customers.
So, what works for you?
What differentiates your training programs, classes, conferences, workshops or other events from other providers in your market (aside from your cool registration system, ABC Signup customers)? What makes your offerings stand out, gives them added value and makes participants pick you over all others?
It could be anything. Your content, your presenters, your venue, your customer service, your price or a combination of these and other factors that make yours the brand customers want to associate with. Or, it could be as simple as the fact that you are the only provider of that service in that locale.
Whatever it is, find it. Promote it. Leverage it. Squeeze it for all it is worth. But, always remember to keep doing the things you do that made the sauce special in the first place.
And if you can’t put your finger on what makes your product or service unique, invent something. Not necessarily New Coke, or even Burger King’s “Left-Handed Whopper,” but something that gives you an edge over the competition.
For Gateway computers, it was packing and shipping their machines in “cow” boxes.
For Southwest Airlines, it was providing no-frills, low-cost service on time and with a sense of humor.
And for McDonald’s and its Big Mac, it was calling Thousand Island dressing “special sauce” (well, that was part of it, anyway).
As always, if you would like to know more about online registration software and ABC Signup, please call (866.791.8268x0) or e-mail us.