Homegrown Marketing   2 comments

I hope, like me, you have had the chance to get caught up on some good reading this summer. I am finally diving into that pile of parenting books that gnaw and nag at me from my nightstand. As I whittle down the stack, I’ve been stuck by parallels between marketing and parenting and how both strive to make a strong and lasting connection.

 Interestingly, in his new book The Secrets of Happy Families, Bruce Feiler explores how solid business premises from corporate America can be applied to building stronger families. There are similarities in what makes both great and marketing it turns out, plays a key role.

We are a Company Who…:

Do you know your company’s brand? Can you articulate it in a 3 minute elevator speech? With conviction and certainty?  If not, it’s time to reflect on what makes you special and why you do what you do.   What is your purpose and mission? Successful companies, like families, know what they are about.  They know their core values, embrace them, protect them and covet them completely.

For example, we are a family who loves being outdoors and in nature. It’s a strong part of who we are, what we value, how we like to spend our time and where we like to relax.   In essence, it is part of our family brand because it’s so integral to our being.  Your professional brand should be equally integral and clear. It defines who you are and what you say to your customers.

So pause for a minute to finish this sentence:

We are company who…

Hopefully the words came easily. If not, no worries.  Brands are an organic concept that need marinating and maturing before we put them on paper. And then need periodic revisiting and refining.

Eagle’s brand? We are a company who helps clients build lasting customer relationships.

Who is Your Target Market:

Once you’ve locked in on your brand, you need to identify your target market and what they need from you. This can be tricky in both business and parenting (particularly when you have 3 children)!  Kids, like your customers, have certain features in common. They’re all children for example who live in one house. And yet, my 9 year old son has vastly different needs than his 6 year old twin sisters. It would be ineffective to “lump them together” and treat them all the same because they are each, in essence, their own target market. 

To be effective, we motivate our little “customers” best, by tailoring our message customized to their individual needs. For example, my husband and I employ Target Marketing when we transition kids to bed time. The promise of a book does the trick for one while a little song and a snuggle gets another jumping into jammies. 

You may not be singing lullabies to your clients but you do have to know who they are, what makes them tick and what they want and need. 

Try this out:

My target market is…..  And they need ……

Hard to answer?  When it comes to defining target markets, be it brands or parenting, you are never really “done”. This process is on-going, a constant ebb and flow of trial and error, refinements and adjustments.  Remember it’s okay to ask your clients what it is they want and need. It’s better than guessing. 

Rather than be discouraged, think of this process as an exciting challenge to figure out the puzzle just before the pieces get tossed in the air. 

As Albert Einstein once said, “The Three Rules of Work: 1. Out of clutter, find simplicity. 2. From discord, find harmony. 3. In the middle of difficulty, lies opportunity.”

Have you found harmony in your corporate identity? If so, we’d love to know how you got there.

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Posted August 7, 2013 by Amy Blum in Uncategorized

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2 responses to “Homegrown Marketing

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  1. Another amazing blog post Amy! So very insightful, thought provoking and helpful – THANK YOU!

    • Thanks Teresa for taking the time to read our post and for your comment! Hope you are finding “harmony” on your vacation!

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