804-349-6463
|
By Mark Cipolletti, Pinch Hit Partners Founder and Fractional CMO
Over the last decade, the internet has fueled the growth of disruptors in every market segment. For many years, I worked in the travel industry where travel agents, tour operators and hoteliers saw their businesses forever changed by brands like Expedia, Travelocity, Jetsetter and Airbnb. Hailing a taxi cab has been replaced with Uber, Lyft and Safr. And buying a car has been transformed by the likes of TrueCar, Carvana and CarLotz. The list goes on. Market disruption is a form of differentiation, a way for a brand to stand out amongst its competition. Disruptors understand that simply focusing on price or service just won’t cut it anymore. They use a multi-dimensional approach to differentiating their offerings to gain adoption from buyers and attention from the media and investors. Try taking a page from the disruptor’s playbook to breathe new life into your company’s brand. Here are four techniques to consider:
By Mark Cipolletti, Pinch Hit Partners Founder and Fractional CMO
I’ve always been a consumer who appreciates an engaging customer experience. Like many people, I’m often willing to pay a premium for an experience that is enjoyable and makes my busy life a little bit easier. So, when my stockpile of razor blades from Costco was finally running out, I decided to try Dollar Shave Club. I’m sure you’re familiar with their funny television ads where their founder and CEO jokes about how expensive razor blades are and how stores keep them under lock and key. While saving a few bucks did sound nice, I was more interested in their company because I liked the brand promise and the anticipated experience. Using a subscription model, I would be able to receive my razor blades on a regular basis, delivered right to my door. No more large investments at Costco or late-night trips to CVS to restock. Guys love convenience and we don’t like shopping. Always make sure that you have a great product and then create a customer experience to support it.
Well, the experience was great. The purchase was easy and fun and the razor blades arrived quickly and were contained in clever package complete with marketing copy written in the brand’s unique voice. But then it happened…
Let’s just say that when the rubber met the road, or in this case when the blade met the face, the experience went from great to not so great. The blades were low quality. I cut my face multiple times. I felt like I had been tricked. Needless to say I canceled my subscription and have repurchased my favorite razor blades (although I did have to pawn a watch to buy them). The moral of this story is even a great customer experience – from brand to ads to purchase process – can’t overcome a poor product. Always make sure that you have a great product and then create a customer experience to support it. 6/14/2017 Evolution Divorce Selects Pinch Hit Partners to Launch New Legal Brand in Richmond, Virginia
Veteran family law attorney Christopher Macturk has selected Pinch Hit Partners to help launch his new family law practice, Evolution Divorce & Family Law, PLLC in Richmond’s West End. Evolution Divorce will assist clients with separation, divorce and child custody issues, but that’s where the similarity with its competitors ends.
“I wanted to create a firm that’s built around the clients, not around the lawyers,” says Macturk. He plans to differentiate the firm by offering pre-agreed pricing instead of hourly billing as well as providing his clients with a service guarantee. Evolution Divorce and its clients will enter into an attorney-client relationship only if they have first agreed upon the work to be done and the price for that work. “I see Evolution Divorce as a disruptor in my industry and it’s important to me to work with someone like Mark who has a similar approach. He’s disrupting the local marketing scene with Pinch Hit Partners,” says Macturk.
“With hourly billing, clients never know how much they will spend by the completion of their case. This creates unnecessary anxiety during an already stressful period in their lives,” says Macturk. During his 20-year legal career, he has often experienced clients who have been reluctant to contact him or share important information for fear that the conversation would add to the overall bill.
Evolution has selected Pinch Hit Partners to develop its brand and implement a strategic marketing plan. Pinch Hit Partners’ founder Mark Cipolletti serves as Evolution’s fractional head of marketing and oversees a virtual team of marketing specialists. Pinch Hit Partners’ first assignment was to help create a name that would send a clear message to potential clients that Macturk’s new firm was unique. “Chris said from the beginning that this firm isn’t about him and he didn’t want to use his last name as most attorneys do. We tested several names and landed on Evolution Divorce. The name, the pricing model…it’s the evolution of family law,” says Cipolletti. “I see Evolution Divorce as a disruptor in my industry and it’s important to me to work with someone like Mark who has a similar approach. He’s disrupting the local marketing scene with Pinch Hit Partners,” says Macturk.
Pinch Hit Partners was created to provide small and medium-sized companies with a cost-effective alternative to hiring their own marketing staffs or contracting with expensive creative agencies. Each Pinch Hit Partners account is led by a fractional, senior-level marketer who selects a team of specialists to meet a client’s unique needs. “You get the best of both worlds but without having to pay for all of the overhead,” says Cipolletti, a former head of marketing and communications at Allianz Global Assistance, Connexions Loyalty and Sheltering Arms.
|
Pinch Hit Partners provides fractional marketing leaders to growth-oriented companies.
Categories
All
|
RSS Feed
8/13/2018
0 Comments