Today was an exciting marketing strategy day for us at R.O. Why! Marketing.  I began the day with an intensive marketing strategy session with a client that focused on brand development and market segmentation.  After weeks of analysis, we came together to put things in motion toward achieving the company's $100MM revenue goal.

Some of the questions on the table were:

• How do we differentiate ourselves in a market that is cluttered with like firms?
• We know what's unique in our business model, but do customers value that?
• If they don't value what we feel is unique, is it truly a differentiator?
• Do we continue to serve broad markets or should we tailor our solutions for niche markets, as the The Long Tail professes?
• The path to $100MM has several different, but equally valid approaches, as proven by larger competitors.  Which marketing strategy is best?
• What is our brand today, and what should it be in the future?

All good questions, and together over the next few weeks we'll answer them, and create a go to market strategy that delivers on the brand promises.

In your business, which approach prevails?  Single solutions delivered to broad markets or multiple product variations tailored for smaller, but potentially more lucrative niches?  Pursuing The Long Tail takes courage.

Are you willing to ignore the masses and differentiate, tailor to smaller niche markets, and say no to some business in order to own your niche?  Perhaps Macy's is starting to embrace this approach.  Will you buy more?

Would your customers?