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Bicycles and marketing
1/26/2023 9:22:40 AM
One of the best things you can do for a kid is to teach them to ride a bike. It helps them learn balance and coordination, as well as exercise for their cardio system and strength to their legs. It also gives them something to do that is not in front of a screen. However, I think the best thing about teaching a child to ride a bike is helping them discover possibilities beyond what they had previously known. They will realize the freedom to go any direction they desire and they will uncover places and things they had never seen before. They will find they can travel farther and faster on a bike, opening possibilities for other modes of travel. Without the bicycle, we would never have invented much more advanced modes of transportation. Did you know that Henry Ford built his first automobile in a bike shop? Did you also know the Wright Brothers got the idea for the first airplane by working on bikes? Bicycles are liberating for kids.

Marketing is like a bike for your business, helping you discover potential customers. It will help you make inroads into new lines of business. It will create business muscle for dealing with your customers as you get to know them better and understand their needs. All of that is true, but I want to focus on the amazing thing that often happens when I sit down with clients to start to talk about marketing. They are able to begin to dream about possibilities in their business beyond what they had thought about before. Marketing is the vehicle that gets creative thoughts traveling into opportunities that otherwise would not have been discovered.

Here is my suggestion: on occasion, plan to sit down with your sales and marketing team and look at ways to enhance your marketing to get in front of customers. What could you do to increase your sales to them? What could you offer them that they are not buying from you now? How could you repackage your current brand to reach them in a fresh way? Don’t stop with just your current customers. Look beyond them to other consumers you could reach. Are there groups of people who would be interested in your brand if you effectively marketed to them? How would you go about catching their attention? How would you entice them to try your brand? Write down these ideas on a whiteboard. Don’t allow obstacles to get in your way while you do so. After you have exhausted your ideas, rank them in terms of feasibility. Take the top ideas and build a marketing strategy around them.

What I have found is the methods you have used to reach your current customers may not work with a different target market. Don’t let that derail your progress. If you allow yourself the freedom, you will be able to build a strategy that will open new opportunities for you.

Learn to ride your marketing like it is a bike. It will help you dream beyond where you are now and figure out how you can grow.

 

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