At MarketLab, we sell Unique and Hard-to-Find products for the Clinical and Healthcare industries. As an Art Director, it is my responsibility to support these products by presenting them in a way different than our competitors. If I do this well, I should be able to promote our products as well as solidify our spot in the marketplace.
The real challenge for our creative team is when a product is not “according to Hoyle” unique, but still valuable to our customer. Is it a lie to tell our customers that we are sell Unique and Hard-to-Find Products when our books also contain everyday items like slides, medication label tape, pcr tubes, histology stains, tube caps, tourniquets and the like?
Of course not.
I feel that every product is developed by the product team, presented by creative, and supported by a customer service team in a way that creates a special buying experience that other B2B catalogers fail to do.
Unique isn’t a product, it’s a strategy.