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Month: May 2022

Marketing

Brand is Still About Customer Success

Peloton’s New Fitness Challenge

In my perception, Peloton has built one of the most admired high-end consumer brands ever.  Its users have been described as a “cult.” I’m a proud and concerned member.

Wall Street demands growth and to please investors, public company Peloton has been talking as much about how it can return to growth and profitability as it does about its customers.  Peloton got tripped up during Covid –Peloton struggled to meet surging demand and keep market share, investing a fortune in ramping up capacity and logistics.  It seems obvious now (and maybe should have then), that demand would ease when life as we knew it returned.

It’s the choice about the BRAND of Peloton that, as a member, concerns me.  Peloton leadership is weakening my connection with the brand by talking about money over the mission.  I know, I know: I’m naïve – but I want to keep loving Peloton.  I want its leaders to tell Wall Street: “We made some expensive mistakes as we tried to serve everyone who needed us.  Ultimately, we’re here for our members – to the extent members use and rely on our products to improve their lives, Peloton will be successful.  That’s what we’re focused on.”  Customer success before investors.

#Peloton

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The Marketing Blunder That Makes My Head Explode

What’s critical to a SELLER in a competitive market?  DIFFERENTIATION that a customer recognizes.   

What do many companies do poorly?  Help a customer understand what makes them different.   

As I search for guests for the ProCO360 podcast, I look for COMPELLING DIFFERENTIATION – that’s what is intriguing and critical their success.  Campminder – software for camps.  AgentSync – software that solves a painful problem for the insurance industry.  Sheets & Giggles – bedding for the environmentally conscience who love humor.  Nite Ize – reliable, simple tools that solve everyday problems.   

Here’s a screenshot from a PUBLIC RELATIONS FIRM’s website: 

In case you can’t see it, this PR firm touts five ways it is different:  Industry Veterans, Distinct Expertise: Healthcare and Health IT, Award-Winning, Traditional & New Media, Engagement in Your Success. FOUR of these ANY AND EVERY OTHER FIRM says.   

Industry Veterans – every other firm.  Award-winning – they all are.  Traditional and New Media – everyone still in business.  Engagement in your success – anyone not say that?   

Of the five above, REALLY ONLY ONE is a differentiator: Healthcare and Health IT focus.  This is what I think the content of the page should contain, in a visually effective way: 

If this firm really DOES focus on Healthcare and Health IT, then an unambiguous variation of this focus will work better.  For those of you who are also fans of Donald Miller’s book, Building a StoryBrand, you’ll notice a bit of his “the Customer is the Hero” philosophy too in the line I wrote: “Out clients make the world better through…” 

Not sure if the saying “there’s no such thing as bad PR” holds true here – but I’ve withheld the name of the firm.  We need to be brave enough to carve out a niche and then scream it to the world. 

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