Monday Musings: Where is the Beef or Differentiator?

By
Services for Real Estate Pros with Napa Consultants DRE00893924

 

One of the most important aspects an ad should emphasize especially when launching an a new product or service is the beef --- their differentiator. (Unique features and/or benefits of a product, or aspects of a brand, that set it apart from competing products or brands.) from their competitors.  

 

The ad is beautiful, well directed and you will no doubt be humming the song from Frozen, "Let it Go" after viewing the new Audi ad for their electric car. Their emphasis is on sustainability  via an electric car!  How do they differ from Tesla in the luxury market if that is their target market?  Tesla is all about sustainability, as are many electric or hybrid cars like the Prius which was ahead of its time many moons ago.

 

When creating a marketing campaign on line, video  or any other form, remember to include what sets you apart from your competition.  Other wise it is more same-o, same-o, oh, oh!!

 

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Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER   THAN YOUR COMPETITION IN LESS THAN 30 SECONDS?

 

 

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— Ron & Alexandra Seigel, Managing Partners 

 

Comments (41)

Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Michael Jacobs Thank you for bringing that up.  Benson & Hedges did that exactly with those silly millimeters.  It made them different from the crowd, and subtly said, you got a little more for your $$$. On the subject of smoking, I gave it up when I was 3 and had a bite of a cigarette, which made me sick...A

Feb 03, 2020 08:00 AM
Michael Jacobs

It's good you learned that lesson while young and have been able to refine your "taste".

Feb 03, 2020 08:12 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat Budweiser realized that although we all love horses and dogs, the message did not sell beer.  So they had some flashy commercial which I did not get and remember vaguely...Horses and dogs are not a differentiator, they are in the eyewash category of marketing...

The differentiator is the toughest thing to come up with, and yet the most important of the brand.  There is an Asian fusion restaurant in Beverly Hills, one of many in that area.  This on has a secret kitchen, and you can order from the $$$$ecret kitchen incredible food or have equally good food from the regular menu.  That secret kitchen has them booked and the $$$$$$$prices are very high.,..A

Feb 03, 2020 08:05 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Nina Hollander It was a LALAndish.  That was my point, the musical, the scene, and what was the point?  Sustainability has become part of the normal way of operating for the majority of us! If we were to buy an electric car, we would want to know what makes it different than the Porsche version, or any other sporty looking car?  It is like agents touting their integrity, their paperless office, their tech skills, which are all fine and dandy, but nothing that makes them different....A

Feb 03, 2020 08:09 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Wayne Martin The beef in this commercial was the Disney song from Frozen.  It did not tell me WHY buy this car instead of the electric Porsche that was also advertized.  We all want sustainability, that is so ho, hum, been there done that...A

Feb 03, 2020 08:11 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Lise Howe Thank you for the kind words, however at the cost of repeating myself in your comment to, what makes you different among the agents in your marketplace...why would I list with you, what do you have that others do not have?  And that is why Audi's commercial well produced, etc had no value.  It did not tell why I should buy it over the Porsche electric or Tesla...Sustainability is akin to what agents tout, integrity competence, expertise, blah, blah, blah.  A

Feb 03, 2020 08:14 AM
Paul S. Henderson, REALTOR®, CRS
Fathom Realty Washington LLC - Tacoma, WA
South Puget Sound Washington Agent/Broker!

I did like most of the commercials this year but the peanut commercial was a let down...

I hope you both have an awesome Monday Ron and Alexandra Seigel 

Feb 03, 2020 08:18 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Barbara Todaro for what you described, I would have opted for the Porsche electric.  However, there was no differentiator for buying this car other than design which Porsche had  also.  That is no a diferentiator, that is the story of the brand.  Once articulated, you are identified with it.  The first example in marketing was:  M&M melts in your mouth not in your hands". This was in the days when women wore white gloves....No one else can say that...

"Unique features and/or benefits of a product, or aspects of a brand, that set it apart from competing products or brands." 

Feb 03, 2020 08:19 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Paul S. Henderson, REALTOR®, CRS it definitely was weird.  What where they thinking?  A

Feb 03, 2020 08:20 AM
Will Hamm
Hamm Homes - Aurora, CO
"Where There's a Will, There's a Way!"

Hello A and Ron,  not sure about the commercials this year, Miss the bud horses commercials from years ago.

 

Feb 03, 2020 09:57 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Will Hamm do you buy Budweiser beer?  That should answer your question on the horses.  A

Feb 03, 2020 12:56 PM
Gene Mundt, IL/WI Mortgage Originator - FHA/VA/Conv/Jumbo/Portfolio/Refi
NMLS #216987, IL Lic. 031.0006220, WI Licensed. APMC NMLS #175656 - New Lenox, IL
708.921.6331 - 40+ yrs experience

So many of the ads seen during the Super Bowl were entertainingRon and Alexandra Seigel ... but were low on motivation.  They simply did not inspire or motivate me to actually purchase their product or think differently of it. 

Isn't that the point?? 

Gene

 
Feb 03, 2020 01:49 PM
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Good afternoon Ron and Alexandra Seigel - Own every second Yes.  It is an added benefit that it is sustainable.

Feb 03, 2020 02:44 PM
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Hi Ron and Alexandra- Most of the ads this year did nothing to "blow my skirt up."   I like to think of myself with being "up" with what's going on but many of them made me scratch my head and wonder who, what, when and where. What I noticed about this commercial was the young lady from Game of Thrones singing. (or was that another ad?) I did like the Bill Murray for Jeep ad. 

Feb 03, 2020 06:14 PM
James Dray
Fathom Realty - Bentonville, AR
Exceptional Agents, Outstanding Results

Morning Alexandra.

I like the commercial. Don't see many Audi's in my area.  I do see a lot of pickups an occasional Jaguar. 

Feb 04, 2020 12:23 AM
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

Thank you very much for sharing your experience and your advice.

Have an outstanding day!

Feb 04, 2020 03:33 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib I thought that the ads were mediocre in general.  I thought that Ground Hog should have been edited better, and in the long run said nothing, and I am not sure that the audience understood it.  The sustainability message is old hat.  Prius was the first, and many followed suit.  On the lux end we have Tesla and Porsche now in the fray..,and I had to laugh that both Amazon and Google who poo-pooed Superbowl ads as old school joined the party...A

Feb 04, 2020 11:33 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Gene Mundt, IL/WI Mortgage Originator - FHA/VA/Conv/Jumbo/Portfolio/Refi You said it perfectly, all the commercials were subpar on message, asnd big on effects...A

Feb 04, 2020 11:34 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Grant Schneider absolutely, you have to own a category in the marketplace, sustainable like integrity is old hat news.  A

Feb 04, 2020 11:35 AM
John Henry, Florida Architect
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

"engineered to get your heart racing": great ending.  Excellent ad, and thanks for posting this.  Did not recognize the music!

Mar 03, 2020 10:44 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

John Henry, Florida Architect Thank you for your comment. A

Mar 07, 2020 12:22 PM