The Chartered Institute of Marketing (CIM) is the world’s largest organization for professional marketers. Its white paper, ‘Keep calm and carry on Marketing’, is the definitive guide to marketing in a recession. We continue a series of articles based on this paper. PART THREE: Differentiation… with a difference.

IN OVER-commoditized marketplaces, it is crucial to differentiate yourself. One way, advises the CIM, is via thoughtfulness of service.

“Consider the fact that having the right tyre pressure can save 5-10 per cent of your petrol costs,” it writes. “There is a potentially huge dividend for the first petrol retailer to announce that they are providing free air on all their service stations. As it is, they all charge, acting as a deterrent.”

Counter-intuitive marketing can work in recession
Encouraging customers to buy less of your product is another way in which you can stand out from the crowd and ultimately increase revenue. It may be counter-intuitive, the CIM observes, but it's a sign of the times.

"I'm still waiting for the first credit card company to say, 'Spend wisely', and to offer customers that don't do so support and counseling with managing their balance," Don Peppers, founding partner of management consultant firm Peppers & Rogers Group is quoted as saying in the white paper.

Peppers adds: "At the moment, their message seems to be, 'The more you borrow, the better off we are and the worse off you are'. Nobody really trusts credit card companies because we know that's how it is. But the credit card company that really wants to get on customers' side will help them live a more responsible life."

Persuade customers to pay less, like Amazon
Amazon is an excellent example of how persuading your customers to pay less can be a positive marketing action, observes Peppers. "When I ordered a book from Amazon the other day, I got a warning message reminding me that I'd bought the same book back in April. 'Are you sure you want it again?' the company asked me in a pop-up bubble. They could easily have profited from my mistake, but they decided to do the responsible thing, ultimately making me feel good about the brand."

Finding a differentiator is about thinking from the customer's point of view - the essence of marketing. It also involves keeping track of your competitors and their strategies.

“That said, avoid the temptation to simply copy them – remember that the most sustainable solution for you will be unique to your organization,” the CIM advises.

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