5 Easy Pieces

The best way to break up hard times is to focus on a few easy tasks that represent positive action and, at the end of the day, have the potential to yield amazing results. Here are 5 easy pieces I have found that have the power to jolt you out of a stall and into a roll.
1. Review your value proposition - is there a way to re-frame it to work better in today's tough economy? Southwest Airlines is currently running a commercial showing a baggage handler happily toting luggage around on a cart, while the message comes through, "bags fly free." Wow. Friends fly free, now bags fly free! Who would have thought that your bag flying free would become a powerful value proposition? Obviously Southwest Airlines did, and you just have to know the competition is grinding their teeth every time that TV spot runs.
2. Remove cost as you add benefits - this is nothing new. Best Buy did it by drop-shipping directly to consumers for faster service and zero inventory. What can you recast in your marketing mix that adds up to lower cost, higher value for your customer?
3. Empower your customers by giving them trade-off options vs. price - it may mean unbundling some of your services, but in tight times, an ala carte menu puts the power in the customer's hands.
4. Tie your value proposition to your customers' core desires. Target did this when they squiggled "high style" into their budget-wise branding stance. Car insurance companies that sell insurance "by the mile" provide another example of appealing to basic customer desires.
5. Expand your universe. Who else needs your stuff? Who else would buy your stuff? Sometimes, a little brainstorming is all it takes to help you crack open fresh, new markets.
Give me a call if you'd like to discuss any of these ideas. Heck, you can do any one of these on your own if you put your mind to it! Good luck...and call me anyway!