About the Author Small Business Workshops Information Small Business Marketing Audit Getting Any Business UNSTUCK Book Launching a NEW Business Book Surefire Secrets for Creating Ads That Get Results Word count: 656 Brainstorm Ideas That Will Set Your Business Apart From The Crowd Whether you own a mature business or are just starting up, “brainstorming sessions” need to be a regular happening in your business model. Not too many years ago, “brainstorming” was only being done in creative advertising agencies in major cities. Not any longer. Brainstorming has become a “must” for ALL businesses including those in your market area! Customer attitudes are changing before our very eyes. The Internet has seen to that. Whether small business owners and/or business professionals like it or not, agree with it or not, adapting to change quickly and effectively is necessary for the survival of almost all businesses. The rules of business have changed and will continue to change rapidly. Stuff that worked “through the years” is often viewed as “out of step” by today’s prospects and consumers. Many “tried and true” messages fall on deaf ears and/or are ignored by “turning the page.” Independent merchants and business professionals are scrambling and clamoring for advertising results and way too often are left scratching their heads as to why they are not getting the results they “used to get.” So where does “brainstorming” figure in this equation? Here’s the deal: you need to throw a “green light” party that involves your staff, family, close friends and when possible, customers. No “red lights” (negative thinking!) allowed. Jot down every suggestion and idea – no matter how far-fetched it may seem – that your “brain trust” throws out. Spur of the moment inspirations and ideas are welcome. Let it all hang out. What you are looking to do is to clearly define what your business can adapt or can do more of to set you apart from your competition. Here are some examples: Let’s phone every customer after a sale. Let’s start “counting out” change. Let’s be sure our rest rooms are always “squeaky” clean Let’s do what we need to do to make our intercom “static free.” Let’s answer our telephone by the 3rd ring. Let’s remove all signs that state what we DO NOT do for customers. Let’s initiate some kind of dress code that sets our employees apart. Let’s install background music that is appropriate for our CUSTOMERS (NOT what your employees like!) When our customers have to wait, let’s make their stay enjoyable and comfortable. As you can see, these ideas do not have to be earth-shaking and/or expensive to implement. Don’t bite off more than you can chew. DO be 100% certain that you and every member of your team can and do deliver every time. Not just when the boss is present. Every single time, every single transaction. If you demonstrate that it’s important to you, it will become important to your staff – if you persist. Just posting signs and motivational posters has almost zero effect. Lead by example. TELL the world where you stand and what you do and how you do it. Tell and tell until you are literally sick of telling. Change your marketing strategy when it needs to be changed. . NOT when you decide to change . . . ONLY when your target market says “it’ s time.” Stay in the stirrups of your “niche horse” as long as it’s coming in “win, place or show.” When your niche starts “fading,” be ready to change mounts. The winds of change are blowing and you must be tuned in. Bob Schumacher has a wide range of experience gathered in over four decades as an individual entrepreneur, chain retail national sales manager and media marketing director. He is also an author and small business coach. E-mail your questions or comments to Bob at marketingemporium@bresnan. net. He’ll reply to you directly or visit his website: http:// www.20do80.com for a complete directory of his articles and books. Home Page About the Author Small Business Workshops Information Small Business Marketing Audit Getting Any Business UNSTUCK Book Launching a NEW Business Book Surefire Secrets for Creating Ads That Get Results
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