MODERN MARKETING
Rise Above The Noise
By Ian Altman
When everyone in your industry
is saying the same thing, doing
ANTYHING different helps you stand
out.
If you are sick of shrinking
margins, constant pricing pressure,
extended sales cycles, and the
feeling that you are viewed as a
commodity, then invest time and
resources to help you stand out from
the noise.
I had the pleasure of sharing the
stage with Joey Coleman, Chief
Experience Composer at Design
Symphony last week during a full-
6
ModernBusiness
July 2016
day workshop called Experience
Remarkable Growth. We were
fortunate to have a full room of toptier professionals who were engaged
the entire day.
he showed. People started asking,
“Where did you get it?” “How much
is it?” Half of the room liked the idea
so much, they wanted to do it, too.
Not so fast.
One of the topics was what an
organization could do to stand out
from the crowd. The theory is that
when everyone in your industry
is saying the same thing, doing
ANYTHING different helps you stand
out. One of the talented executives
pointed to a promotional item that he
developed for his clients that helps
him stand out from the noise. The
other participants loved the item
The challenge with creating a unique
concept is that you can’t start with
the question, “What are others
doing?” The only reason to ask that
question is to know what to avoid.
Years ago, my company attended a
trade show for the pharmaceutical
industry. It was a huge show, and we
wanted to meet with the right people.
So, we installed a popcorn machine