public relations

New ground, old rules

Business is tough.We all know this.

We’re working and playing in an economy that makes toffee look watery! But all things being equal, you’re probably constantly chasing a share of the market that is being chased by several companies.

If you’re lucky, you’re ‘dominant.’ If not, then you’ll be the fortunate one that is labelled as ‘dynamic and flexible.’ Or maybe you’re seen as the ’stable, dependable’ option.

Regardless of where you’re at in the market, the more important consideration is how we all get our clients. Whether your’re selling to companies or to consumers, how do you attract them, retain their interest and get them to buy what you’re selling.

More so, how do you then get them to stay loyal?

We use price points. Unique marketing. Competitive business plans. Cool new ideas. Personalised services.

But how about if we stopped focusing so much on the business that everyone is chasing, and create our own niche?

Recently, we approached a company that was keen to do business with us. Discussions started. Everyone was getting acquainted. Then their global HQ decided that a global agency for all countries was the way to go. They had no choice and we’d lost our contract.

Or so we thought. In discussions with them we realised that they needed more creativity and less red tape. They also ’still’ needed a partner that could help them grow their business.

So what do we do? Well, we create a whole new set of services that skirt around the contracts in place! This in turn:

- adds value

- it enhances their marketing ROI

- consumers love the new ideas as they get stuff

- the media get a campaign to talk about.

Not exactly rocket science this - just the application of old ideas in new ways.

We get a happy client. The client looks good to their bosses.

A win-win-win situation.

Not the most detailed of examples (we’re still in the midst of a stealth campaign for them!) but you get the idea I hope.

What about you - what examples do you have of companies or circumstances where thinking-out-of-the-box is more than just a platitude and is actually an action?

© 2009 Journeys Through The Line.