If you’re hesitant to focus on a target market, listen to this interview with Jennifer Neal, Owner of K9 Design Co. – I bet it will change your mind.
In a nutshell: in 2008, K9 was a busy family-owned design business that was almost completely referral-based. They need more control over the flow of work, so they decided to commit to and invest in their marketing—and before long, they started to grow, so much so that 2010 – a recession year for many – was K9 Design Co’s best year ever, with a 30% increase over 2009.
The first step was to embrace the idea of a target market and the fact they had a “portfolio full of publication work.” Jennifer says, “As scary as it was at the time for me to decide to market to publishers and the publishing industry, it was at that point that everything shifted. It was the toughest decision we ever made, but also the best move we ever made.”
In the latest Marketing Mentor podcast Jennifer also shares:
• Why even a specific target market will have enough work to keep you growing.
• Why not to waste your time on perfection.
• Why their business name doesn’t matter anymore.
• And more…
Listen to the whole interview on the Marketing Mentor Podcast—and let me know… Did it change your mind about target markets?
I recently interviewed Stacey King Gordon about her transition from being a freelancer known as “Night Writer Communications” to running her newly named content strategy firm, “Suite Seven,” which has 2 employees and more coming soon.
In a nutshell: Stacey always had “stars in her eyes” about owning her own business and started as a moonlighter in 1998. After 10 years, in 2008, she leapt to full-time freelance, and kept the name because it had some brand equity and she was sentimentally attached to it.
By the end of 2010, it was clear she needed to shed the image that Night Writer implied (that it was just her, working part-time at night) and start thinking about herself as a “company.”
In this interview on the Marketing Mentor Podcast, Stacey takes us through the process of refocusing her business, and her business name, to reflect her new direction as a content strategist. She describes how she got through the painstaking mental process of change, found the confidence, pinpointed her new direction, tested the waters, and more...
Neil Brown of Brown Advertising (http://www.brownadvertising.com/) in Winston-Salem North Carolina recently faced a bit of a business crisis. His biggest client restructured and disappeared. One month later I called to see how things were going. To my delight (and a bit of surprise), Neil said, “Business has been really good.”
When I asked him what he was doing, he said one word: Networking.
That’s when I asked if he would share his story in a podcast interview and here it is.
The short version: When Neil started noticing the instability and personnel changes happening with his biggest client, he started to prepare by joining one of the Marketing Mentor Marketing Groups (next ones start next week!) and getting his marketing machine in gear.
Soon after, his suspicions came true and the client terminated their contract. Despite this, Neil says, “Because of the marketing, I haven’t really missed the client.”
In this interview on the Marketing Mentor Podcast, Neil shares what’s making up his marketing machine, and how it’s working.
One big component is local networking, to which Neil used to have an aversion. He says that since he’s a bit of an introvert, he always found it intimidating. But once he got involved, he now says, “I actually love networking” because it’s “simply talking with other likeminded business people.”
Listen in to find out which networking groups he’s involved in, who he’s meeting, and the response he’s getting from this—and his other—marketing efforts.
Has this ever happened to you? What have you done to prepare? Or what did you do when you were caught off guard?