Most of my clients know that
I taught art for 18 years, K-12 and adult. Teaching in a content area that is
meant to challenge ideas and generate new directions is an exciting process.
Regardless of the age of the person there are those that leap in ready to try
new experiences and those that conservatively move one element in a direction
that for that person is “out of the box”.
Thursday I was part of a
workshop put on by the Apex Chamber of
Commerce, where PR Marketing firm
Gibbs and Soell provided some of their team to re-energize our own company
branding. Working off the assumption that each of us in attendance had a solid
plan for marketing already, but perhaps one that has become a little stale,
their team set about to provide us some fun ways to brainstorm.
One of the take away tips
relevant to many of my “start up” business clients would be to take a risk, ask
their client base to define what values and differentiators make their company
great. There is really no excuse for any business not to solicit input. Whatever
method makes the owner comfortable will work; use newsletters, social media,
one on one visits or fish bowls at the point of purchase, survey monkey…. any
means of collecting feedback.
Often our perception of what
others value in our company or relationship might surprise us. For those of you
going through a re-branding or launching a new product campaign this year, you
might consider asking your “fan base” what they like about you for a clear
direction on what to promote as your “level of differentiation among your
competition”. Take a chance, paint without a smock, stick your fingers in the
glue and be a bit bold for 2013, it won’t hurt you; most things in our life really
are non toxic.
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