Marketing Bisnis

While many of my clients and students are filled with trepidation when we embark on this step, all come back feeling affirmed and inspired to create a stronger “brand” identity. The process is simple:

Step One:
Create a focus group of 12-18 people who know you and your work. Include those who will give you honest feedback and respond within a short period of time. Your goal is to get 10 survey responses so that you can identify patterns, strengths and core messages. If you do not receive that number after your initial distribution, send a few more until you reach that goal.

Step Two:
Create a letter to send to your focus group explaining that you are repositioning your business or redesigning your marketing materials. Tell them that you'd appreciate their input about what you bring to the marketplace and what might be getting in your way.

If you send your letter and get responses via email, you'll streamline your efforts because you'll be able to cut and paste the answers into one document for final review. With snail mail or face-to-face interviews, you'll need to transcribe responses.

Step Three:
Determine focus group questions. Suggestions:

- What kinds of issues do you want me (or my business) to solve for you?
- How would you describe my services?
- How do you expect to feel following an interaction with me (or my organization)?
- Why might someone choose NOT to purchase my product or service?
- Who do you see as my competitors?
- How can I differentiate my services to create a stronger brand?
- What trends in the marketplace might impact my success?

Step Four:
Assemble the data you collected. Review your survey results with a friend or colleague to ensure that you are not overlooking key findings. The answers you gather from this action step will help you better understand the value you bring to prospects and clients.

Action Step:
What's the buzz on you? Survey customers and clients, listen to their responses, and create a plan to serve them even better.

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