It wasn’t BAD, wasn’t GOOD – It was GREAT!
Amazing Confections (Chocolates)! Strategy starts with quality.
I can’t believe I’m admitting this. I will take all of the heckling in a bit so promise not to laugh TOO much! My good friend Carla just left for South Africa and stopped by to drop off a box of chocolates. I’d never heard of the chocolate company before. I honestly didn’t know what to think.
They were in a green box and didn’t say they were ‘chocolates’. The box said ‘confections’. I was TOTALLY thrown off. I wasn’t used to thinking of chocolates as confections. When I opened the very classy box I saw twelve gorgeous truffles. They didn’t look like typical truffles – they had swirls and looked like art. I was totally impressed.
But finally I came to the best part – and the part I’m not so proud of at all. Each of those truffles was DELICIOUS. Great taste, great quality and I couldn’t stop at just one. That’s right – I ate ALL twelve. It sounded like the logical choice at the time. I didn’t feel bloated but twelve truffles can NOT be the best thing when you’re committed to a diet. LOL
When I was done with all of the chocolates I sat back and realized that this company had done a few things amazingly. First, the box looks great. Second, the chocolates looked amazing. Third, the chocolates were incredible!
This company also has a few things against it. First, what are confections? Why not just say chocolates? Second, the box said they were from Florida. I don’t imagine Florida when I think of great chocolates. Third, they were not a recognizable name. Now I do not hold prejudice against a company that doesn’t have a recognizable name but when it comes to business – it’s best to be recognizable.
Now in the day of social networking, text messages and emails you don’t have to spend a lot of money to get a lot of exposure (I should know, that’s what my company specializes in!). But my strategy tip of the day is to focus on quality. Most of the top brands built their name on quality, not price points.
Sometimes the best strategy is simply quality. Doing at least three things better than anyone sets you apart from any competitor. It also makes marketing a lot easier and cost-effective. Most people in business are in business with a product or service they believe in. But when you find no amount of dollar spent bringing business your way – focus on quality. Or you can just send me a really delicious box of chocolates!
Have a great start to your week! I’ll see you again Wednesday, make sure to share the name of your favorite chocolates!
Tell a Friend,
TZ
Tony Zazza, a 15-year media, marketing and advertising expert, is the Principal of Zazza Media Strategies, a Dallas Texas Marketing Firm, that specializes in growing small to medium sized businesses to their fullest potential.
