Niche Marketing Matters

A great way to create and explore new ideas is to brainstorm with a group people. A diverse group has the ability to run with an individual idea, while adding depth and texture that an individual may miss. Groups are also good at creating a large volume of ideas; some ideas may be absurd while others could be practical.

Here are the steps in a team based brainstorming session:

- Name a group leader to facilitate but not dictate; the facilitator should lead but not participate.

- Establish a goal or describe a problem to be the subject. Be specific.

- Put a boundary around the activity to maintain the focus.

- Stay positive. Brainstorming needs positive feedback only.

- Crazy ideas are cool as are the mundane.

- Encourage everyone to participate. This technique tends to favor extroverts. Yet, introverts may have the better ideas. Draw them out.

- Keep it fast paced and fun. A time limit might add some excitement.

- Don’t dwell on an individual thought too long. Keep the pace fast.

- Write it down. Analyze it later.

John Bradley Jackson
© Copyright 2009 All rights reserved.

Whether or not we are technically in a recession is for the economists to decide. But, for most of us business is down. This is a call to action for us to do things differently than last year.

While I don’t have a magic wand, here are some commons sense things to do in tough times:

• Spend more time talking to your customers and less time listening to the pundits–they are wrong most of the time anyway.

• Reconsider your outsourced services; instead, do it yourself or do without.

• Manage accounts receivable daily since cash is king. Once you get it hoard it.

• This is not a market for price increases since they be the straw that breaks the camel’s back with some customers. Instead, try making your offering better or more valuable.

• Invest in web marketing tools and reduce off-line marketing costs. Cut your yellow pages and consider pay-per-click advertising.

• Be visible at community, industry, and philanthropic events. Make noise.

• Hand written note cards are a relic of a kinder and gentler past—send them to customers after meetings and projects. You will get noticed.

• Do a telephone blitz to customers and prospects. Leave phone messages that say you are thinking about them. Let them know you care.

• This is the time for face-to-face visits with customers. Get out the office and have coffee with your customers. Listen to their problems. You won’t need to say much.

• Be flexible with payment terms since this may make or break a deal.

• Say thank you to your customers. Stop and listen to them. Be grateful.

This recession is not business as usual. What worked last year may not apply now. Take a hard look at your day-to-day activities and do what is important. Postpone or discard the rest.

John Bradley Jackson
© Copyright 2008 All rights reserved.