Let’s say you own a watch company. You compete with Breitling, Omega, Movado, Festina, Frederique Constant, Alpina, Citizen, Seiko among many others. How do you market your watches?
Don’t they all just tell time?
Don’t they all have an hour hand and a minute hand? (Assuming it’s not a digital watch).
Don’t they tell you time in a 12 hour period? Most have a date. Some have a day and date. Some are automatic winding; some are quartz and require a battery. Some use light to power their watches.
Some use rare metals like titanium; others use gold. Most are stainless steel. Some can go down to 5000 feet in the ocean, others are simply water resistant and never make it past the bathroom sink. Still others cannot go in any water at all. Of course there are many styles, models and colors to suit every interest. Most importantly, how do you set yourself apart from all your competitors if every one of these time-tellers does the same thing?
Think about what you do every day. You practice law. You went to law school and are now in the real world looking for clients to support your practice and your lifestyle. How are you different from all of your colleagues and competitors?
Doesn’t everyone in your specialty handle the same type of law? Is what you do really that different from your competitors?
Let’s say that your level of experience and success is virtually identical to one of your good friends. How would a consumer be able to distinguish what you do from everyone else?
Let’s go back to the watch company. Their advertisements use exquisitely detailed and very large photos of their gleaming polished watches in their print ads. They appeal to the sports-buffs; they appeal to the individual who participates in rugged ‘manly’ sports like rock climbing, yachting and skiing. Those ads also appeal to want to-be athletes who believe that wearing this chunk of metal brings them closer to that ideal man that wears this type of watch. You know that man, the one that requires a massive, chronograph laden watch with 20 different functions. Others appeal to ladies fashions with bright, brilliant diamonds that surround a mother-of-pearl dial and bezel.
With watches, the appeal and detail of the photos are key to attracting buyers. There’s also the celebrity endorsements that certainly help. When you think of James Bond, what type of watch does he wear? An Omega. When you think of Andre Agassi, the tennis player, what watch does he wear in his ads?
Putting aside the celebrities you might represent, how else can you distinguish yourself? Putting up large photos of yourself doesn’t do much to set yourself apart from all other lawyers. Yet, the watch companies use 註冊香港公司 details of each of their watches to set them apart.
One uses a self-winding mechanism that is the leader in these devices. One says they’re the watch worn on the moon. Another says they are the only Swiss watch company to develop rugged, action-packed mechanical devices to withstand 3 G’s worth of movement- as if you’re planning on using the watch to routinely go on death-defying roller coasters with massive amounts of G-force.
One of the best advertising I’ve seen from a watch company is a tutorial on how their watch actually works. They show you step-by-step how the different pieces of their watch makes the device that you wear on your wrist tell time accurately. They use photographs and diagrams to explain.