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Posted by Admin Posted on Sept 09 2016

What's Your Purpose?

Posted by Admin Posted on July 01 2016

If you don’t know, your customers surely don’t. More importantly, if you don’t know, you won’t be able to tell your customers why they should choose you over your competitors. Answering this simple question is critical to forming a purpose statement and creating your marketing strategy.

What was your purpose in starting your business?

Undoubtedly when you decided to start your business you had an inspiration. Was it to provide a service or product better, faster or cheaper than what was currently available? Was it to fill a gap in the marketplace? Perhaps you were inspired to run a business that people enjoyed working for or that maintained environmentally and socially responsible ethical standards or that surpassed existing companies in providing superior customer service. Whatever your mission, find it and then write it down.

The Power of Why

Experience shows that companies with a clear and ever-present purpose statement surpass their competition and last in the marketplace. Purpose (or Why) statements define and preserve and strengthen a company’s unique competitive advantages. Additionally, companies who are clear about who they are and what they do are less likely to make irrational decisions in response to competition and fluctuations in the marketplace. However, that does not mean your purpose statement should be inflexible. A good purpose statement can lead a company for 10 to 20 years if time and effort were spent in creating it. However, re-evaluating your why from time to time to see if it is still relevant, significant and appropriate is advised.

Be Specific

 

You want to create a statement that you and your team can look to every day and ask “Am I fulfilling the company’s mission?” For example, one statement could be “to be the leading game software developer for teens”. A more actionable purpose statement would be “Surpass XYZ games developer in sales, customer experience and speed to market”. The second purpose statement has clear goals and direction, while the more abstract version would be more appropriate for a vision statement than a purpose statement. The second statement clearly supports the vision statement.

Include a Call to Action

 

You can distinguish your purpose statement by including a call to action. This is missing in most company purpose statements and has several defining and distinguishing characteristics:

  • It motivates and generates an emotional reaction from your team
  • It is easy to understand and translates into what your employees do every day
  • It states a goal that can be measured and identified easily
  • It reflects and is rooted in the competitive environment in which your company functions

Think back to this statement: “Surpass XYZ games developer in sales, customer experience and speed to market”, if you run this statement through the above four qualifications, you will get a yes every time.

Creating a Purpose Statement that Fits Your Business

 

When creating your purpose statement, consider these aspects of your business:

  • What is your company’s history and tradition? How does it influence what you want to accomplish today and in the long term?
  • How do you characterize the management philosophy of the company? What input does management have in the direction of the company?
  • What distinguishes your company from all of the other companies that perform the same service or function? How do you already surpass the competition? What can you do to continue surpassing them?
  • What goals are realistic when considering the available resources?
  • Where do you need to improve in order to beat the competition? What are your competitors doing that you can imitate and improve upon?
  • And perhaps most importantly – what impact do you have on your customers’ lives?

 

Create A Remarkable Experience!

Posted by Admin Posted on July 01 2016

7 out of 10 people change vendors or suppliers because they feel unloved. What can you do to create a remarkable experience for your customers? Click the following link and enjoy a short video! Create a Remarkable Experience!

 

Set Goals and Hold Yourself Accountable!

Posted by Admin Posted on June 10 2016

Not enough people set goals for their business and personal lives and then align those goals to ensure their business fuels what they would love to achieve. Get tips tips and tricks on how to do that  in this short video. 

Set Goals and Hold Yourself Accountable!

Posted by Admin Posted on June 10 2016

How to Create a Promotions Strategy That Works

Posted by Admin Posted on June 10 2016

You may have the greatest product ever but if you don’t tell the world, it will sit on the shelves collecting dust until you finally have to close your business. Remember, you know what is great about your business because you created it. The rest of the world is not thinking about you and what you have to offer. So you have to tell them and you have to tell them in a way that makes them want what you have to offer. 

Many small businesses shy away from promotions thinking they can’t compete with the advertising, public relations and promotions budgets of their large competitors. But good promotions do not have to be expensive. And if you stay focused and create a clear plan, they don’t have to be time-consuming either.

First develop a plan. This should be included in your business plan. Here are the steps to developing a strong promotional plan:

Identify your target buyer

Consider what kind of customer you want to do business with and to whom your product or service is most likely to appeal. Take into account demographic (i.e. age, gender, location, marital status), lifestyle (i.e. athletes, club goers, outdoor enthusiasts) and psychographics (i.e. personality traits and emotions that affect buying decisions) information.

Make Them Want What You Have to Offer

Distinguish your product or service from all the rest. This has to be meaningful and accurate, otherwise you will lose credibility with your consumers. First you will need to know what features, benefits and brand attributes your target buyers consider when making a purchase. For example, if you are a local nursery, your target buyers might take into account return policies on plants that don’t survive, quality of plants in store and availability of informed people who can assist them with plant choices and directions for caring for the plants.

Create a strategy and make it clear

 

Write down who your target buyers are, what your competitive environment is and what your meaningful differences are. This is called your positioning strategy statement. You must develop a consistent message and look and feel in all of your promotional campaigns.

Think about the personality of your business in relationship to your target buyers. Is it a young, hip, friendly, casual environment? Or is it a more reserved, traditional and slightly more conservative environment? These characteristics will inform the look, feel and tone of your business, as well as promotions.

Create a clear, concise and memorable message that impacts your target buyers

This can be a challenge but doesn’t have to be. Think about your business value proposition (BVP). If you have clearly identified the unique features and benefits of your product/service that truly matter to your target buyers, you will be well on your way. Take this information and brainstorm potential slogans, keywords in all marketing messages and visual images that correspond to your BVP.

Consider your budget

 

When promoting your products, services and business there may never seem to be enough money. However, not all promotion costs money. Creating a mix between word-of-mouth, customer referral programs, public relations and advertising will save you a lot of money. Imagination and relationship building are the keys.   

 

Welcome to Our Blog!

Posted by Admin Posted on Aug 14 2012
This is the home of our new blog. Check back often for updates!