“I don’t want a lot for Christmas, there is just one thing I need, I don’t care about the presents underneath the Christmas tree…….” – Mariah Carey 1994. Well let’s be honest about the situation Mariah, when you sang this song in 1994 from what became the best selling Christmas album of all time (moving 15 million copies) it’s probably true that you didn’t need to worry about the presents underneath the Christmas tree. :-)
However, enough of this ‘Grinch style’ talk. Instead I want to ask you a question - what do you want for your business this Christmas? Well, for many business owners and leaders it would be to find and retain new customers and offer them an experience that they love. Wouldn’t it be great it those customers were under the Christmas tree this Sunday. However, I can’t see Santa being quite that generous even if you have been a very good boy or girl!
So, how do new customers become your present this Christmas? Do you even know who they truly are? Where will you find them, and are you sure they are going to love your products or services when you actually connect with them? For many businesses the problem is that they have been told by marketing agencies to focus on tactics – for example build your website, be on social media, use SEO or change your brand. I don’t disagree that they can all be extremely important but if you haven’t identified and understand what excites your target customers then it can all be waste of your time and money.
This year I met one business owner who was onto their fifth website! How does that happen? In my opinion it’s because they didn’t spend time to THINK and PLAN before they built each website. They hadn’t spent time working out their vision, purpose, market position and target customers so that they had a great brief for each of the website designers/ developers. I asked them who their target customers were and they said “Everyone”. I said to her “That’s your problem, by thinking it’s everyone means you are talking and connecting with no-one”.
As the new year and holiday period approaches, now is the time create your strategy and build you plan for 2017. If you do want new customers next year then don’t expect them knock on your door and sing a few Christmas carols. Just last week I sang Christmas carols in the community choir and we sang Mariah’s “All I want for Christmas…….”. We were told by our choirmaster that when it came to the final time to sing “....is you!” we should point to someone special to us in the audience. Everyone in the 100 people strong choir pointed to their loved ones in the audience (there were 4000 thousand people there but we still managed to pick them out). Now that is sort of targeting you need for your customers – those that love you!
If you to need to find them and there are processes that can follow. At Marketing Entourage we use our unique methodology along with a 10 step approach. If you go to our website then we can send it to you with some tips –call it our Christmas present to you!
So don’t delay, the sooner you get started the better. Use this time to reflect on 2016 and assess what you could do better next year. As our local church messaged a couple of weeks ago why wait! I liked it, smart marketing with a sense of humour.
On behalf of all the team at Marketing Entourage, I want to wish you all a happy holiday season. We hope you have an amazing time with all your family and friends and we wish you all a very happy new year!
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by Phil Ore
Written by Phil Ore
Phil Ore is the co-founder of Marketing Entourage, co-founder of Entrepreneurs&Co and global ambassador for Inspiring Rare Birds. He has dedicated his professional career to helping people and businesses succeed through human centred strategic design, idea generation and brand expertise to improve the customers experience. During his global career, Phil has been fortunate to have had a wide range of roles working for, and alongside, some the worlds largest corporations and brands. Phil is passionate about the Australian startup ecosystem and is a mentor, advisor, MC, and panelist for various social impact, NFP, entrepreneurship and technology based businesses and events.