Creating Your Own Industry

Tradavo often runs into the problem of trying to categorize our business on search sites and directories since we are the only company providing our services. You would think this would give us a unique, strategic advantage in the “search world” but being one-of-a-kind also means that people don't know to search for your services in the first place, which creates some unique obstacles when trying to get the word out.

Once a simple hospitality-pantry wholesaler, Tradavo has since evolved into something entirely unique: a complete retail package that manages your business for you from concept and design through merchandising, personalized POS systems and automatic re-ordering. The idea is that companies who manage retail but aren’t IN the retail industry (such as hotels), are ultimately missing out on a huge revenue stream simply by not taking the time, having the resources, or wielding the know-how to run a successful retail operation.

So, how do you get the message out about your brand if no one knows of, or could possibly conceive of, such a new service in one of industry’s oldest trades? How do you begin to define that business and make it searchable in the google-world of cliche buzzwords and antiquated industry standards? Long story short, how do you reach your potential customers?

For Tradavo, it was a matter of “messaging”. Instead of selling a product and service that no one was familiar with, we needed to sell the outcomes. If I were to tell you that you could double to triple your profits all while doing LESS work, you would be more inclined to listen than if I were to start listing off our unique services for which you have no context. You can easily sell people a result they will understand and are familiar with even if the idea behind the service itself is foreign.

Alas, once we have their interest, we still need to find a way to explain a completely foreign service to the industry…

Tradavo’s approach when explaining our services is to explain the PROBLEMS these services address rather than the services themselves. Again, if your product is new enough to be confusing to consumers, approach it from an angle they are already well familiar with: their “pain points”. For example, here are the pain points we outlined for the retail industry within hospitality:

So, are you trying to revolutionize an industry the way we did? Are you finding that people are unaware that innovation requires breaking century-long, ineffective traditions that have reigned out of a fear of change? Approach it from an angle they are already comfortable and familiar with: Talk Outcomes. Explain Problems.

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