Differentiate To Win The Game – Article 9

If you read my previous eight blogs then you know how I keep stressing the importance of your customers being your most valuable asset to the success and growth of your business. Over my career I have worked with almost every category of business. In today’s very challenging economy what has brought you success in the past might not be good enough to keep you growing in the future

Let’s keep this simple and say that I own a neighborhood ice cream store. I do what most retail stores do; I advertise in the local newspapers, run in-store specials, give out flyers, donate product to the local schools and charities, etc. But my business is down 30% from last year and I let go a third of my staff and am working 6 days a week. Now what do I do?

Change the playing field!

You need to think about your business differently and create new opportunities. You have a lot of things you can do through technology. Facebook and My Space are great arenas to launch marketing campaigns. And best of all, it’s free. Never before in our history did you have media vehicles that cost nothing to utilize. It is so easy to create your own space and invite all your friends to visit you. Now you have their attention to be creative and differentiate.

Facebook and My Space offer advantages over creating your own website in that when you post something on your space, it appears on all your friends space as well. Now you can run online contests and draw new customers to your store. Invite your friends to create a new ice cream sundae, or come up with a new name for an ice cream flavor. The possibilities are endless and your exposure grows without limits. You will be amazed at how much response you will get and quickly through the power of the internet.

Be creative with your products. At the ice cream store you can have ice cream parties on Friday nights and hire a local music group to entertain. Dress your employees as cheerleaders to serve ice cream the old fashion way on roller skates. I am certain you can create a large list of fun things to do. How about an ice cream eating contest and invite the mayor and his commissioners to compete. You can donate some of the proceeds to the city. Look at the media attention that would draw.

Technology is only part of the plan. Think of other ways you can differentiate. Staying with the ice cream store scenario. How about going to the local businesses and getting their permission to sample ice cream for free on a designated date and time at their place of business. Their customers are sure to love this and in turn you can give out free ice cream cone cards to draw new customers to your store.

Doing the same old thing and complaining why your business is not doing well is not going to work in the long run. Be creative and have fun with this. Invite your employees or key executives to meet over lunch sponsored by you and open this up to everyone to throw out ideas. You will be amazed at how creative your people can be.

Until next time…