Brilliant differentiation in a crushingly homogenous market.
When I used to use hotels, they all seemed the same to me.
Now that I don’t use them, they seem even less differentiated.
Except for one, that has penetrated my oblivion.
I first heard of the Westin years ago. Someone told me I HAD to stay there for the experience (even though it was just 3 km from my home).
This seemed an unnaturally rabid extolment. I didn’t go, but I wondered what the big deal was each time I passed the building.
The other week, Fonnie handed me a brochure entitled Heavenly Beds at The Westin Hotel.
The hotel claimed its beds were so good, people were buying them.
I checked the site. These beds were going for up to $3,650!
And people were coughing up hundreds more to have the same linen they’d slept on.
And not just a few people: 33,000 of the buggers!
This got me thinking:
- Man, there sure are a lot of rich cats in the world.
- I wish I were that rich.
- That must be a bloody good bed.
- How clever of the hotel to offer it for sale.
- It’s a whole new profit centre for them.
- It’s also a killer point of difference.
- The other hotels must be livid.
- Beats the crap out of my ebook.
- What could I sell that would open a whole new revenue stream for me?
- Super duper red editing pens?
- Not much margin on those.
- And who uses red editing pens besides mad copywriters, anyway?
- Hmmm. I need to think beyond the text box …
- I know! I’ll tell this story on Small Business Owner.
- I’ll ask readers what they think.
- Have you slept on a Westin Hotel bed?
- Is it as good as they say?
- Would you buy one / have you bought one?
- Do you agree this is a brilliant initiative?
- Does your business have a product that equates to the Heavenly Bed?
- If not, what could you sell that simultaneously makes money and differentiates your brand?
Tough times demand innovative measures.
Paul Hassing, Founder & Senior Writer, The Feisty Empire