Debbie Josendale President 3-C Marketing Groupby Debbie Josendale
President, 3-C Marketing

Droid or iPhone4, iPhone4 or Droid? The time has come and gone for me to upgrade my beloved Blackberry. In phone age, my Blackberry is probably about 90…long past its prime. But every time I go to look at the “smart phones” I experience such a sense of anxiety…Droid or Apple, iPhone4 or Droid. Who could have imagined that one-day choosing a phone could cause so much stress?

My Duh Moment!

Then almost like a bolt of lightning, I realized the answer was starring me in the face…my iPad! One of the biggest stumbling blocks for me has been around the “learning” process. Time and productivity are high on my list.

Even though I know that apps can improve your productivity and I’ve watched the sexy and inviting iPhone4 ads, I know that getting a new phone is more like getting a new computer. And that means relearning and a drop in productivity initially.

Maybe you’re at the head of the class and already figured this out. But for some reason I never connected the dots from the iPad to the iPhone. I’m already familiar with many of the standard iPad apps. The difference in screen size makes the interface appear a little different, but it doesn’t require any brain cycles to learn. So whooo hoooo, I am off and running with my new iPhone4!

3 Small Business Marketing Lessons

In going thru this experience, I realized some nuggets of marketing wisdom that small business owners can apply to their own business development. Here are my top 3 observations:

1) Consistent User Experience

In this information overload era, prospects and clients clamor for products and services that make life easier and do not require intense brain cycles to learn how to use. In my case, the consistent Apple web interface  made the decision for me.

When you’re adding or enhancing your products and services…examine your common customer touch points. Your business will influence the kinds of touch points you have from an online and offline perspective. Take some time to map out the common customer interactions and look for ways to create a consistent user experience.

2) Connect the Dots

In spite of the fact that Apple has spent millions of dollars on advertising, has more raving fans and is probably the most talked about brand on the planet…I missed the power of the consistent device interface and apps. Maybe it’s just my duh!

But the point is don’t assume your clients will always connect the dots of benefits and value delivered by your products and services. If you think it’s a “duh” that’s a sure sign to stop and connect the dots for your prospects and clients.

3) Expand Your Core Strength/Differentiators

Sometimes companies (both large and small) get sucked into that “new shiny thing” and think “we should be a part of that”. For small business owners with limited resources, this can be the kiss of death if that new shiny thing is not in your area of core strength.

For inspiration and reinforcement, look at the product lines of Apple and Google. Both have built billion dollar companies by continuing to add value and roll out new products and services… all connected to their core strength. Yes, they may have veered off course from time to time, but when you are two of the most profitable companies in the world…you can do that. Until then…work from your strength!

What do you think iPhone4 or Droid?


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