In today's information overloaded society, traditional concepts of promotion don't work. Thanks to almost instant access to data, products and services are becoming commodities at an alarming rate. Buyers are smart. They know what they want, and they don't believe the hype.
Offer services no one else can.
Be the lowest priced. Unfortunately, for most companies, these strategies are not practical. Few companies have the economies of scale or scope to be price leaders. And at the other end of the spectrum, in the niche markets, there often is not enough business to survive. If your business is like most, you need to win in the middle market.