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Positioning
To succeed as boutique business owners, we have to
create a lasting impression for our clients when they have an experience with
us. We must own a position in their minds if they are going to become lifelong
clients of our business. I talked several months ago in this blog about owning
a word in the minds of your customers and how important this is. The big brands
do this every day by investing millions of dollars on marketing. But their
audience of potential clients is much larger than yours.
A friend of mine recently shared this video of Coca Cola and an experience the
brand created for a group of college kids in order to own the word happiness.
Check it out! http://www.youtube.com/watch?v=lqT_dPApj9U
While Coke invested a very small portion of their marketing budget to reach
this group of college kids, the video of the experience they created has now
been seen by over a million people. Well worth the small investment to own the
word happiness!
Rather than holding a place of insignificance or even a position devoid of
emotion in your clients’ minds, strive to stand out. Be different. Make an
impression! Tightly link your business with strong feelings and memories in the
minds of your clients.
(1 vote)
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About Sarah
There’s never a quick trip to the grocery store for Sarah Petty. You see, she’s in heaven in a place with so many products. She’ll pick up a box of cereal to examine the packaging and dissect the store window displays all while strategizing what works and what doesn’t. For Sarah, marketing really is a joy. She simply can’t get enough. You see, even though she has won plenty of awards for her photography, it's not photography technique that has made her business successful. Sarah believes it takes more than technical expertise to win in business. And old school marketing? Forgeddaboutit! The knowledge Sarah shares in The Joy of Marketing Blog works for any boutique business owner. Sarah has spent 20 years marketing for Coca Cola, an advertising agency and her own boutique photography studio. So read along and learn!
About Erin
If you see the red and blue flashing lights in your rear-view mirror don't panic. It's just Erin Verbeck, our Chief Joy Officer and resident brand police. She’s passionate about brands maintaining consistency in their identity and isn’t afraid to give them a brand sobriety test. Follow along as Erin observes the mistakes and miracles of businesses both big & small and shows you how you can make the most from your marketing efforts in The Joy of Marketing Blog. With a MBA from one of the top business schools in the country and 10 years combined experience at Sabre Holdings, the parent of Travelocity as well as a top regional advertising agency, Erin has the chops to weigh in on all things marketing.
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