competition

Marketing Monday: Flavor God

I am in my usual ‘fall as new year’ kick and have been following the Whole30 for about 4 days. Last night, in an attempt to crisp up green beans so they would function even a little bit like the crunchy snack I actually wanted, I realized to get through the next month, I’d have to get a lot more into seasonings.

I’ve been following Flavor God, first on Instagram and then a few other places. I want to talk a little big about what is going right with this product:



Super Short Videos

Many videos are 15 seconds or less and can be watched with or without sound:

VIdeos are oftentimes short and look delicious. Vine (and share) worthy.

Videos are oftentimes short and look delicious. Vine (and share) worthy.

Creating Scarcity

FlavorGod often has flash sales. I even saw a Facebook ad (which I forgot to screenshot) telling me I had 13 minutes to act on a package deal.

flavorgod-creatingscarcityWhen things are constantly available, there is not incentive to act. By periodically retiring and re-releasing spices, Flavor God not only has new things to say but allows his customers to act.

Differentiation

I am pretty clear on Flavor God’s value proposition. His spices are larger, freshly made, endorsed by celebrity chefs/bloggers and otherwise seem different to what is readily available at the supermarket.

Part of the value proposition is the fact that Flavor God spices are larger than major brands.

Part of the value proposition is the fact that Flavor God spices are larger than major brands.

Flavor God regularly illustrates what is valuable about his products, which justify a higher price point and the hassle of having to order them.

Master Of The Feedback Collage

I’m going to say it, this is slightly cheesy but like most slightly cheesy things, people like it:

flavorgod-testimonialcollage

Flavor God regularly not only posts tweets but photos of his customers with the product. Not just celebrities but also normal people and tags them when possible.

Best Emoji Use/Overuse

What first stood out when I began following Flavor God was his borderline aggressive emoji use. Here’s a recent Instagram post to show you what I mean.

flavorgod-emoji

Attentive Of The Marketplace

This is the footer of FlavorGod.com:

flavorgod-diets

Did Flavor God have to go through extra trouble to make vegan approved seasonings? Maybe, maybe not. But by communicating they work with a vegan diet, he is attracting those customers to his store. By being attentive of the current popular eating trends (gluten free, Whole30, paleo), he is able to have a product not only make food taste better but address the needs of the different dietary communities.





He’s Not Afraid To Ask For The Sale

What I love the most about Flavor God? He asks for the sale. He regularly gives his online store’s URL, he asks people to buy, and even reminds people that he ships worldwide (and other potential barriers to sale) in just about every post.

He doesn’t ask once (like some of us writing this blog) and feel too embarassed to ask more than once in awhile. he asks, regularly. He answers the same questions over and over, with a patience and enthusiasm that’s admirable.

Flavor God, I’m going to buy some of your stuff. Your online marketing is certainly impressive!

www.flavorgod.com

https://instagram.com/flavorgod/

https://www.facebook.com/FlavorGod

 

 

 

On Competition: Why There Is More Then Enough Work For All Of Us

Running a business means taking a fair bit of rejection. This company is no exception.

Rejection is part of life... does it mean we should be afraid of competition? Photo by: http://www.flickr.com/photos/telemax/7035075623/sizes/m/in/photostream/

Rejection is part of life… does it mean we should be afraid of competition? Of course not. Photo by: http://www.flickr.com/photos/telemax/7035075623/sizes/m/in/photostream/

Just a few weeks ago, we lost a bid on a large project to another company. It was a project was local, run by people we know, and matched our skill set. It would have also kept both Alice and I paid for three months. The loss felt not just expensive but very personal.

Fast forward to this past weekend being at a conference with other web developers. A lot of them are way more established, experienced, or otherwise ‘more than’ Breaking Even.

What do these two unrelated events have in common?

Every so often, in a moment of insecurity, I sometimes worry about ‘the competition’.

Ninety eight percent of the time, I relate to ‘the competition’ as I do at a conference. We can learn from each other and be valuable colleagues to one another. But sometimes, I feel a pang of insecurity. It’s not very attractive, helpful, or really very realistic.

Here’s why so-called ‘competition’ isn’t going to get me down, and shouldn’t get you down either.

The internet is huge… and getting bigger.

That’s to say there is a lot of work to do: millions of websites to create, marketing campaigns to implement, blogs to grow. There is more then enough for everyone in my industry and everyone wanting to enter it to work now into retirement.

Not online? In your business, you have a bigger market then you think you do and new people entering it all the time. (You may just need a new way to reach them.) Think about it and I’m sure you realize this is true no matter your industry.

We all need colleagues to do better work.

What’s the best way to understand something better? Listen to several people explain the same thing. Read multiple books by different authors on the same topic.

The more people in your industry, the more quickly it can improve and the better you can become. As the keynote speaker Paul Orwig said at the conference (a proverb): “If you want to go fast, go alone. If you want to go far, go together.”

Companies are run by people.

People are unpredictable. Most of the time, this can be super annoying.

But sometimes that’s a good thing. For example, a web developer leaves the field… and offers you all their clients. Your businesses merges with another. Your business and another look for ways to collaborate on a common project.

We are all moving around all the time, leaving the work force, coming back into the work force, changing companies, creating companies, retiring.

The larger your network of people in your field (your ‘competition’), the more likely you can take advantage of opportunities like the ones above.

So as you see, ‘competition’ is the wrong way to think about it. It’s why I never use that word except when I think it in a moment of insecurity… about myself.

When a potential client invokes it (usually to get me to come down on a price), I tend to want to run far away from that client, not think badly about Company A.

Colleagues. That’s what I have. And that’s what you have to. And in those moments where you feel ‘less than’ remember that that’s how you’re feeling about yourself… and get back to work.

Marketing Monday: Bar Harbor Bed And Breakfast Association

The whole power of the internet is the idea of collaboration. At first, I was worried that people doing similar work to me would be competition but the more I spend time online, the more time I realized these people were my colleagues. We trade information and ideas, refer each other for work, and are otherwise friendly.

I had a meeting today with Phyllis, the Director for the Ellsworth Area Chamber of Commerce and she told me about theBar Harbor Bed and Breakfast Association. Here’s what’s neat about this group:

They chose a shorter domain name: sleepbarharbor.com.

BarHarborBedAndBreakfastAssociation.com would have been way too long to remember, not to mention print on business cards. Sleepbarharbor.com is much more descriptive and equally memorable.



They refer each other via their website, and word of mouth.

On the top of their website, there are two clearly marked places to check availability. This one location allows an internet user to check all 26 locations at the same time. You can also narrow your search for rooms that include certain amenities, like a television in the room or a water view.

If you call one of the inns and they are full, I am also sure that the person working at the front desk would help the person over the phone book a room at another inn using this website.

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