Tag : Strategy

Wichita Marketers Pay Heed: A Great Caddy Is Hard To Replace

Posted by Dave Mace at 9:52 pm

Note to self: Don't fire caddy before comeback event.

If you’re any kind of a professional golf fan, then you know that Tiger Woods fired his longtime caddy, Steve Williams, a couple weeks ago.

Regardless of the reasons or which spin you choose to believe, there is no disputing the fact that Tiger has been changing up a good many things in the past couple years. His marriage fell apart, he has been nursing a serious knee injury, and he has changed swing coaches and swings.

So, what does all this have to do with Wichita marketing and creating small business success?

There are so many possible directions to take this particular post, it’s hard to choose just one. But I think the most pertinent would be a lesson on not giving your edge to competitors.

When looking at your marketing program, it’s sometimes easy to see things that appear out of place or to see gaps that might or might not exist. The first inclination is to make wholesale changes when, in fact, serious reflection–not action–is the order of the day.

With things in disarray, it’s easy to look for reasons to blame and things to change. Taking action is the easy thing to do. The difficult and more astute choice is to take stock and make strategic plans before putting any actions in play. Otherwise, your already-compromised status amongst your competitors could become even more tenuous.

In the case of Tiger Woods, this happened when he reacted, seemingly rashly, to Steve Williams’ choice to caddy for Adam Scott while Tiger was injured and in no position to give Williams a paying gig. Competitive karma seems to have granted Williams its grace since the veteran caddy was on Adam Scott’s bag as he won the Bridgestone this past weekend, beating Woods by 18 strokes. Woods chose a college chum for his caddy. Just one more major change after another.

Now, in this little analogy, your “caddy” might be a particular advertising channel, a special feature on your product or a level of service your competitors find difficult to abdicate. When the chips are down–and believe me, I know this is a tough financial and economic period right now–it’s easy to start cutting costs and changing things up.

Again, don’t “fire your caddy” only to allow him to be picked up by a rival. Don’t sacrifice the things that have worked in your haste to make changes. Patience is the currency of the successful small business marketer. Maybe your caddy is a trusted advisor who can sit down with you and carefully examine what needs to change and what needs to stay the same. It’s not that change is bad. It’s just that it’s a better idea to be cautious and deliberate about it, especially during turbulent times.

Tuesday Afternoon

Posted by Dave Mace at 11:06 am

This is where some of our most profitable ideas take shape.

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Wichita Small Business Owners: Here Are Some Productive Things To Do When You’re Not Busy

Posted by Dave Mace at 6:59 pm

Top 10 Things To Do When You’re Not Busy

When you’re a small business owner, there are some rare moments when you’re not busy doing your job, or several jobs, or someone else’s job. So, when you’re not up to your “you-know-what” in alligators, here are 10 small business tips for things you can do to improve your small business marketing, management and financial prowess. You might even discover some ways to save or make some money for your small business. Heck, everyone needs some time to stare at the proverbial belly button.

Small business thinking time is fun!

So, here they are:

1. Read an online article or blog post about something that will improve your business.
2. Call some customers you haven’t seen in awhile.
3. Take a nap.
4. Work on your social network. Work the phone and your Facebook page.
5. Walk around the shop or office and connect with your employees and teammates.
6. Revisit your three-year strategic plan.
7. Call a supplier contact and pick his or her brain on industry trends.
8. Make a list of three things that will make you a better small business owner.
9. Take some time off and spend it with your family or other special people.
10. Try to find ways to save $500 per month in your business.

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Wichita small businesses: We just want you to look good in public

Posted by Dave Mace at 11:02 pm

Look, we know we don’t always have all the answers. In fact, it’s our ability to admit what we don’t know that makes us better able to serve our small business clients. So, when we give you a point of view, a perspective, a hint, a guideline, an opinion or an informed recommendation, our motives are pure.

You might say we’re a bit like the fashion experts on “What Not To Wear,” who take style-challenged individuals and help them make better decisions on, well, what to wear.

Did someone tell her NOT to wear this?

One big difference is that many times, we small business marketing experts don’t offer our clients a radical makeover and a complete change of clothes.

But what we have in common with TV’s Stacy London and Clinton Kelly is that we try to take what’s on the inside of the person–in this case, the company, the owners and the brand–and create an outward representation that makes them feel comfortable while conveying that TRUE personality accurately to onlookers.

In other words, we don’t throw the baby out with the bathwater, so to speak. We try to take what’s best about your company and leverage it with a look and feel, and communication channels that best suit your business.

Unfortunately, not everyone listens to us–at least not the first time–and, like on “What Not To Wear,” we have to do our convincing in a little stronger manner. We’re not necessarily saying you shouldn’t stick with the brand-equivalent of the sequined tube top and Spandex® miniskirt, but you might want to look at some alternatives. After all, we’re only looking out for your best interests.

The other good news is that we can help you find solutions that fit you to a tee but don’t bust your budget.

And remember, it’s what’s on the inside that counts. Let your small business marketing experts help you bring that to the forefront. Because it’s not just about the pretty pictures and the clothes don’t make the person or the business. But we’ll make sure what’s on the outside represents you accurately and in a way that’s attractive to customers.

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Start Planning Now for Your 2011 Small Business Success

Posted by Dave Mace at 9:23 pm

I’m going to keep this short because I’ve learned that people’s eyes start to glaze over and they start hearing Neil Diamond songs in their heads when I get long-winded about planning.

Here is your itinerary:

DESTINATION: Leave your office. Go to your favorite quiet place.

WHAT YOU’LL NEED: A legal pad and your favorite writing instrument (thinking is stimulated by manual writing)

GOAL: Establish a plan for success in 2011 and beyond

Now, we’re going to utilize a couple of proven business strategies to formulate your plan.

The first comes from the book Blue Ocean Strategy by Kim and Mauborgne. List things in four different categories: Reduce, eliminate, raise and create. List the things you do that should be reduced below the industry standard and the things that should be raised above the industry standard. Then list the things that you do which should be completely eliminated from your operation and the new ones that should be created.

This process will help you focus on what makes your business truly special.

With this framework in mind, you are ready to plot your course.

Bob Tuchman proposes the following steps to a fantastic strategic plan.

1. Whom do you serve? Write a story about your customer. Why is she important to you? What does she do in her spare time? What is important to her?

2. What is your vision for your company? None of this namby-pamby, high-minded jibber-jabber. Write out where you want to be in five years. How many employees do you want? Who will be your best customers? What salary will you pay yourself? Where will you live? Will you take more vacations?

3. Set a one-year stretch goal. A stretch goal is one that will be somewhat difficult to attain. This goal should be a big step toward your vision.

4. Last, define what you need to do in the next 30, 60 and 90 days to start you on the path to your goal.

I promise you can do this in 90 minutes or less, with time for a couple beverages and trips to the bathroom thrown in. Just give me a call if you need help. 316.305.8358.
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