Finding My Own Purple Cow

I just finished viewing Seth Godin’s How to Get Your Ideas Spread video. I agree with Seth on the idea that marketing can be extremely different because so much of what we see now a days looks the same. The question of how do I get my customer to take notice of me and care is a question every marketer would love to definitively answer. In his video Godin states that ideas can spread when customers with almost cult like geek devotion to a product take notice and spread the product among their peers. I agree with Godin on this; however my one comment is that it can be difficult to formulate how to actually make your product different and get that geek like devotion and work of mouth referral to spread. 

My company recently signed a deal with Costco and OSH to sell HVAC and filtration equipment out of several locations. While watching Godin’s video I couldn’t help but think how can my company stand out inside of a 100K square foot Costco building filled with hundreds of products more attractive than HVAC. What’s going to be my purple cow when all I have to display is small kiosk and a couple HVAC products. I feel like the setup I’m getting in both Costco and OSH is just the standard run of the mill kiosk. To make coming up with a solution even more difficult Costco and OSH are extremely strict in terms of what they’ll let us display inside the store. This restriction by Costco and OSH on what I can and can’t display within their stores goes against Godin’s main points; businesses need to be different, the old style push advertising and traditional branding are no longer noticed. 

In all I encourage others to view the Seth Godin video and please if you have any purple cow suggestions for selling HVAC equipment I’m all ears.