7/23/2012

1

SMPSR001

Developing a Differentiation Strategy: Marketing Your Innovative Practices06WB89

Anne Crowe Kroger, MBA, CPSM July 24, 2012

Credit(s) earned on completion of this course will be reported to AIA CES for AIA members. Certificates of Completion for both AIA members and non‐AIA members are available upon request.

This course is registered with AIA CES for continuing professional education. As such, it does not include content that may be deemed or construed to be an approval or endorsement by the AIA of any material of construction or any method or manner ofhandling, using, distributing, or dealing in any material or product._______________________________________Questions related to specific materials, methods, and services will be addressed at the conclusion of this presentation.

7/23/2012

2

Questions for the Audience

?

Strategy

• Roadmap to achieve corporate vision• Gain competitive advantage• Long term

Fundamentals of Strategy

• Who are our customers?• How do we create value for them?• How do we do it more effectively and efficiently than anyone else?

• What are customer needs?

7/23/2012

3

Differentiation

• Differentiation is about understanding clients and how your service(s) can meet their needs.

“Anything can be turned into a value‐added product or service for a well‐defined or newly 

created market.” Tom Peters

Why Differentiation Strategy?

• Meet customer needs• Avoid commoditization• Rise about pack

What’s Needed to Differentiate?

• Change the message• Research customer needs• Better product/process development• Strong sales team

7/23/2012

4

Questions to Ask Yourself

• What sets your firm apart from competition?• What do your clients rave about?• What’s different about your firm than the competition

• What’s unique/distinct about your firm?

Find out Client Perceptions/Needs

• Ask them!

Types of Differentiation

• Customer experience• Innovation• Specialization/Niche

7/23/2012

5

Client Experience

“  Every action, no matter how far from the firing line, must be processed through the customer’s eyes. Will this make it easier for the customer? Faster? Better? Less expensive?”  Tom Peters

Client Experience

Client Experience

7/23/2012

6

Dilemma for Service Firms

• Experience• Signaling

Change Experience from Start

• Social media • Brochure• Ads• Website• Salespeople• Architects/PEs• Billing

Product/Process Differentiation

• Superior quality• Unusual/unique features• Rapid innovation• Advanced technological features• Engineering design• Image 

7/23/2012

7

Innovation/First to Market

Innovation/First to Market

Game Changers

7/23/2012

8

Innovation

Innovation

• Lean Design

Less Easily Copied

• Passionate staff• Experience providers • Lowest change orders• Trust

7/23/2012

9

Specialized Services/Niche

• Concentrate on specific segment of market• Niches are created based on unmet need• Be big fish in small pond

A/E/C Differentiators

Differentiation that Doesn’t Work

• On time• On budget• Lower prices• Staff Credentials• Safety• Service

7/23/2012

10

So What?

Question for the Audience

?

Be Different Every Day

7/23/2012

11

Questions to Ask Yourself

• Does your brochure/social media program give the reader a sense of experience?

• Does your ad copy make people want more?• Do your sales people talk with passion and tell the story of your firm and the value you offer?

• Does your technical staff provide the promised experience?

Differentiate

• Have passion• Change your perspective• Tell the story that sets up the experience• Have relationships with competitors

Differentiate

• Get out of your comfort zones• Be unique• Believe what you say and what you sell• Be unforgettable

7/23/2012

12

Connect With Clients

• People don't buy for logical reasons. They buy for emotional reasons. Zig Ziglar

Anne Crowe Kroger, MBA, FSMPS, CPSMAnne.kroger@walkerparking.com

617‐699‐8817