Knockout punch

Just as those who toil in the “1” and “0” world of IT are always on the hunt for the elusive “killer ap” that will separate their firms from the rest of the field, marketing communications types have their own never-ending quest: finding the unbeatable point of differentiation.

When there’s seemingly never a “best” that can’t eventually be bettered in an effort to catch the fleeting attention of prospects, the hunt continues unabated for something – anything – that will permanently separate a company from its competition.

Unfortunately, however, the result is rarely anything unique. Rather, it’s the car warranty that morphs from 5 years to 7, and then to 10, the lines of resolution on the HDTV that grow in number while the price shrinks, or the computer that can process at speeds that make last year’s models seem archaic. It’s nothing really new; it’s just today’s better version of yesterday’s benefit. Tomorrow, someone will top it.

The one current exception to this endless cycle seems to be a company in the growing world of identity theft protection that has hit on a marketing strategy that – if they have the wherewithal to make it well known – would seem like a knockout punch.

Through print ads, radio and television advertising, and the company’s own Web site, the C.E.O. of LifeLock says, “Hi, I’m Todd Davis. My Social Security Number is 457-55-5462.”

After making this startling announcement, Mr. Davis goes on to explain why he isn’t worried about sharing this information, because of what LifeLock has to offer to clients willing to pay $10 a month for identify theft protection from his company.

Further investigation suggests that the nuts and bolts of those services are similar to the competition in many ways. But, what makes them different is the brazen, double-dog-dare-you marketing strategy of having the C.E.O. put his own identity at risk to prove the company’s quality.

Setting aside the fact that the advertising also tells you that you shouldn’t toss your SSN around casually (obviously, the company’s bottom line doesn’t look quite as rosy if they have to put their $1 million guarantee to work too often…), LifeLock has seemingly redefined the conversation when it comes to this type of service and separated themselves from the pack.

If you’d like to have that kind of marketing leverage:

• Avoid “more of the same.” Simply upping the ante on the same benefits is really just another turn in the death spiral for a product or service. If your target market isn’t paying attention now, how will more of what they already know make any meaningful, long-term difference?

• Ask your customers. If it’s been a while since you found out why clients buy from you, take the time now to ask them. You may be surprised to find out what you’re actually selling…
• Imagine the unthinkable. You can almost hear the “a ha” emanating from LifeLock as someone suggested staking a claim by putting the C.E.O.’s good credit on the line. While everyone else is talking about the specifics of their credit recovery services and such, LifeLock knows that customers are buying peace of mind.

The message? While time will tell if LifeLock has the staying power to carve out a meaningful number one position in a growing industry, they certainly have their marketing strategy locked up – and everyone else locked out – for the foreseeable future.