OK, So the Lavish Llama is officially in business. You have come up with your niche market, and a unique selling proposition. Now you need to let people know you exist!
Sure, you could start by buying a lot of expensive ads, but even better would be to go where llama owners tend to congregate. If there is a llama owners club, join that. If there is an exotic pets consumer show, get a booth at that. In the beginning especially, you need your marketing to be highly targeted, and highly personal.
Let’s take a second to break away from the Lavish Llama and discuss YOUR business. In this blog, I used the example of a llama owners club, or other place where your potential customers congregate. For many businesses (especially those that do business to business transactions), this place would be a Chamber of Commerce. If you do B2B, you must be in a Chamber. Otherwise, you are missing a great networking opportunity.
I am working on a new report about getting the most out of Chamber Membership. It isn’t available yet, but stay tuned.
OK, so in the last installment of Marketing Makeover, we identified our fictional company for grooming pet llamas, and gave it a name “The Lavish Llama.” Of course, llama grooming services are a dime a dozen. We need to figure out a way to stand out from the others, how to be unique. This is where our USP, or Unique Selling Proposition, comes into play.
A USP is simply a way that we can communicate to our customers one or two significant benefit that our company offers the rest. What if we converted our old van into a mobile grooming station, and then could take our service to the customer, rather than them bringing their llama to us?
That is definitely a benefit to the customer, not having to load their llama up into the little “llama carrier” and trundle it down to our place. It is easy, it is convenient, and they get top quality.
“Because having a well-groomed llama should be easy.” This tells them that a) their llama will be well-groomed (quality), and b) it will be easy for them to have this convenience.
Notice we make no mention of being cheap or anything about price. In fact, we are going to be rather expensive. But anyone who owns a pet llama is going to have the money to pay for convenience. They certainly don’t want to groom the llama for themselves, and putting it in the Mercedes gets hair all over the upholstery.
So now we have our USP, which will be a key ingredient in all of our marketing materials.
That’s all for today, folks. Tune in next time for the next installment . . .
In an effort to continuously offer real value to my readers, I am beginning a series that will continue over the next several weeks and beyond, that I am calling “Marketing Makeover.” In this series, I will create a fictional company and develop a comprehensive marketing plan, going over the how and why of each element of the marketing mix. This will allow you to follow along and hopefully will stimulate some ideas for you to market your own business.
My new entrepreneurship is going to be a niche service for a highly eclectic market. I am creating a grooming service for pet llamas. Such a niche service is sure to have very little competition, and should make me a boatload of money, right? RIGHT?
We’ll see about that . . .
Today, all I want is a catchy name. Hmmm . . . let’s see. It has to suggest quality, and only the highest of standards for your pet llama. How about “The Lavish Llama?” That will be a good name for now. I may change it later. We’ll see.
That’s it for today. Tune in next time for the exciting continuation of this groundbreaking series . . .