Three Types of Competitors to Search for in a Competitive Analysis

With extensive sales and marketing experience, James Alton Bechand worked as a salesman for almost 20 years before establishing his first company, Aris Graphics. In 2004, he founded Mesh Creative Group, a marketing agency for small to medium-sized corporations. At Mesh Creative Group, James Alton Bechand helps companies in developing strong brands.

One of the first steps to build a strong brand is to research and study competitors within the same industry. This process is called competitive analysis which involves the evaluation and categorization of all competitors to compare their weaknesses and strengths.

There are mainly three types of competitors: direct, indirect, and tertiary. Direct competitors are those that offer the same products and services in the same industry. These companies target exactly the same audience as the business doing competitive analysis.

Meanwhile, indirect competitors offer the same product or service within the same geographical area. However, indirect competitors target a different audience or serve a different need.

Lastly, tertiary competitors sell products or services similar but not equal to the business doing the competitive analysis. Although tertiary competitors cannot be considered a threat, they can quickly choose to become indirect or direct competitors with a few strategy changes.

Expected Advancements in Graphics Production

In 2000, James Alton Bechand founded Aris Graphics, Inc., a full-service firm that produces graphical marketing displays and provides consultations for a growing clientele, which includes Fortune 500 companies. Before setting up the company, James Alton Bechand worked in the graphics industry for more than fifteen years.

The graphics industry has evolved over the years. But, the pace of change is set to quicken as we enter another decade. New technological advances in graphics production are expected to change the industry in the nearest future. One of the anticipated changes is the integration of augmented and virtual reality into print production. Incorporating these elements is expected to heighten users' experience. These changes will enable customers to interact and immerse themselves with the subject matter of the print product.

Another expected advancement is the spread of 3D printing in graphics production from the niches it serves presently to the mass market, as costs are driven downwards by technological evolution. Also, expect minimalist designs to come up sharply in the next few years, with more images and icons replacing word content, adhering to the saying 'less is more.'

On the economic front, there could be increased reliance on outsourcing to freelance professionals instead of utilizing in-house staff. Such a trend would be in line with the rapid growth of freelancing and the gig economy. It's also crucial as a cost-saving strategy and an avenue for obtaining fresh ideas.

Designing an Effective Point of Sale Display

The founder of Mesh Creative Group, James Alton Bechand is an expert in sales and promotional advertising with numerous awards for excellence in graphic production. James Alton Bechand offers clients a comprehensive brand-building solution through the company, including digital branding strategy, advertising, and point of sale marketing design.

Point of sale displays can be a crucial part of your brand’s success and there are a few important elements to consider when building one. First, you should understand your product and how best to present it to your audience. Failing to understand how customers expect to find your product can lead to a large reduction in engagement.

Also, think about how the display will impact the shopping space. Products should be easy to restock and the display itself can’t take up too much space. Remember, a good display doesn’t rely on obstructing customers. Rather, you want to catch their eye and draw them in to convince them to buy. Focus on practicality and good design.

Benefits of Collaborating with the Mesh Creative Group

James Alton Bechand served as a salesman for more than a decade, during which time he set records at numerous firms while driving overall profitability. An expert in the fields of printing and marketing, James Alton Bechand owns and operates Aris Graphics in New York and Mesh Creative Group in Fairfield, Connecticut.

Since its founding in 2004, Mesh Creative Group has engaged in projects for high profile companies that range from Pepperidge Farm and Nestle to Energizer and Pitney Bowes. The company, which focuses on branding, packaging, point of sale, and advertising projects, offers numerous value-added benefits to clients that include:

1. Assistance with brand development to drive sales while gaining a strong return on marketing investments.

2. Access to idea-centric solutions that are backed by sound strategy and drive results.

3. Expertise in traditional and digital marketing methodologies that are customized to each client.

4. A resource-driven approach that involves lean teams and agile implementations based on the needs of each client.