http://franchiseesforum.com/topic/391/t/GOT-A-HOOK-It-s-tough-without-one-.html en-us Copyright 2006, Kickapps feeds@kickapps.com (FeedMaster) webmaster@kickapps.com (WebMaster) Tue, 06 May 2008 16:08:25 GMT Tue, 06 May 2008 16:08:25 GMT Kickapps Feeds 1.0 http://blogs.law.harvard.edu/tech/rss 60 {pics-1.1 "http://www.icra.org/ratingsv02.html" l gen true for "http://kickapps.com" r (nz 1 vz 1 lz 1 oz 1 cz 1 ) "http://www.rsac.org/ratingsv01.html" l gen true for "http://kickapps.com" r (n 0 s 0 v 0 l 0 )) Search Domain q http://kickapps.com/search/direct/ http://franchiseesforum.com/topic/391/t/GOT-A-HOOK-It-s-tough-without-one-.html Without at least one "hook" you will need to rely on "shouting louder" than your competition. That's a very expensive alternative.

So, what's this "hook" we refer to (with such affection)?
The hook is an outstanding characteristic (or 2) that makes your product/ or business particularly "special" in the eyes of the customer, and that is not easy for competitors to copy.

The "hook" may be included in any of the elements of the marketing mix - i.e. in any of the: Product, Price, Promotion (Marketing), or Place (Distribution channel). That's why we refer to the "product offering" above, and not simply the "product".

SOME EXAMPLES:
• Product hook: A chicken restaurant concept we established in Australia has "flat" chicken & peri peri spice.
• Price Hook: A... ]]> feeds@kickapps.com (Micmarcmm) http://franchiseesforum.com/topic/391 Tue, 06 May 2008 16:08:25 PST