by Anna Johnson
 Experienced marketers spend years honing their skills to identify ways to differentiate their product from the competition. And as traditional differentiators like price, quality, and features become more uniform across the competition, the marketing differentiating tool becomes obsolete. The mistake that’s often made, however, is the idea that commodities don’t require marketing. In fact, the opposite is true.
Channel Management Insights sat down with Eaton Electrical’s Channel Operations Manager, Tamie Janocsko, to learn what marketing techniques the company uses to help grow its business. While other companies fear the risk of their product becoming a commodity, Eaton Electrical embraces it. There’s a certain freedom when you abandon the rules you learned in Marketing 101. Once released from the dogma of product marketing, you can start to see new opportunities in parts of the business that you never saw before. Do you think that Eaton’s best practices don’t apply to your business because you happen to be the clear market leader based on traditional differentiators? Think again. The following insights, while especially useful for marketing commodities, are not entirely novel. All companies can reap the benefits.
| |
