Dare to be Different
If you run an exploration company, then you’re adrift on a sea of choice in the marketplace.
Jack Trout, a world renowned marketing strategist, details a phenomenon called the “tyranny of choice” in his book Differentiate or Die. He describes the average supermarket as having about 40,000 standard stocking units (SKUs) at any given time, in stock on store shelve. Yet, he points out, the average family purchases 150 SKUs to meet 80-85% of their needs.
The conclusion? Less than 4% get purchased, the other 96% are virtually ignored. Remind you of the exploration market? Most companies are overlooked for a variety of reasons, but they are still overlooked.
Investor’s Have Choices
This applies to investors surveying the market for profitable investments as well. With so many choices available, they will often be drawn to the most noticeably interesting, visible and vocal companies. Once attracted, like the families at the supermarket, investors are likely to remain loyal to their choice.
Within a vast array of choice, companies must now individuate in order to achieve visibility. One compelling way of doing this is by surprising the investor with a fresh take on marketing – social media. And, by telling your unique story.
Standing out becomes imperative to secure the initial attraction and likelihood lasting loyalty of investors. While being different often makes companies nervous, it has become the only way to survive in a choice-flooded world.
Before investors begin to assess the quality of the company and its product, the investor must notice the company.
Social Media Stand Outs
Rare in the junior exploration industry, social media can be your company’s stand-out feature, the thing which differentiates your brand and attracts investors. Instead of being one face among millions, dare to be different and become a beacon within the sea of choice.
Align yourself with a professional in the social media space. Have them work with you to craft a comprehensive strategy that compliments your existing outreach efforts.
