I recently traveled to Tanzania with a not for profit organization focused on improving the lives of Tanzanian communities by fundraising and building classrooms and other educational infrastructure in the Northeastern part of Tanzania near the Serengeti.
One of the projects involves the fostering of a bead collective run by Masai women who make elaborate native necklaces and intricate bead works that are then sold to tourists as part of Thomson Safari ‘s regular visit to the collective.
What I was looking for was not only bead work representative of my time in Tanzania and the Masai, but something a bit different I could bring back to friends and family.
On long tables displayed much like a North American flea market, the pieces that stood out were the small beaded baskets that were different from similar baskets. One had a teacup handle on the side, another had an acorn shaped handle on the lid of the basket and still another had a rather abstract collection of spiky beads ringing the outside of the basket. Imperceptible to the ordinary shopper but to me they stood out as examples of wanting to differentiate their products in a crowded marketplace, when the prices were all the same; hoping to sell more than their counterparts. Maybe I’m exaggerating one bead workers motive, but as a marketer, it resonated.
A bit of product innovation through a slight change in design, made all the difference and I bought them.
The same goes for differentiating your brand in a crowded marketplace. You may offer the same product or service and sales support but what can you deliver that is value added that transcends the similarities. Is it a variation in design? Or the added value in providing useful information that makes your customer’s job easier? It might just be the little things that make a big difference.