The Envelope Please…
We like to give back to our community, so when we had the chance to donate something to a local charity auction, we decided to donate our time and our small business/strategic growth and marketing expertise. We were excited to help out a small, local company here in West Bend by offering a consultation. It was intriguing to us to see if they had done growth hacking and some of the guerrilla marketing techniques that we love.
Here’s the thing. You might think that we have a lot of preconceived notions when it comes to our clients. But we generally don’t. When you come to LMC, we don’t take anything for granted. We want to know who you are, what you’re selling and where you see your company going. We don’t decide that for you. We talk. We listen to what you have to say. Because in order to take you where you want to go, we have to meet you where you are and roadmap the journey together.
But we confess. We did carry some preconceived notions when we donated to this charity auction. We had no idea if we would be starting from scratch with the local business owner. We guessed that it might be a brand new seed start up that needed everything. We wondered if the company would have any marketing expertise, or a marketing budget, and what kind of education in strategic growth that the small organization would have. Frankly, we’d expected to provide the most basic support and infrastructure for starting up.
Boy were we wrong.
The winner was Dr. Krysti Wick, owner of River Shores Chiropractic. And the first thing we learned about Krysti is that she is not a stranger to marketing. Not at all. She has a detailed website. She’s active on Facebook, and she does sponsored posts. She strategically picks her targets.
And that’s interesting. When you pick your targets on Facebook, it means you already know who your target market is. And Krysti certainly does. When we asked her who she is trying to reach with her business, she knew. She knows what types of jobs they have, what they like to do in their spare time, and where they spend their money.
She also knows who her competitors are. And, she knows how she’s differentiating herself. She knows how she is targeting the market for chiropractic services differently, because she knows who she is, and who her audience is.
For example, she knows that her focus is on wellness and preventative health. Like her competitors she does pain management, but one of the things that makes her a little different is this wellness focus. And it’s reflected in her customers. While her customer base is diverse, on average they’re people who care about, and invest money in, good health. They’re folks who buy organic produce and local foods. They breastfeed their babies and use cloth diapers.
Because Krysti is already thinking about these things, it means that when we sit down for our marketing consultation, we can start much further down the marketing path. When we sit down with her this week to ask her where she wants to go with her business, she’ll get a lot from the meeting, because she already knows where she is. And she did it without a huge marketing budget.
Laura Mitchell Consulting is a strike team of marketing and growth strategy experts. If you’re ready to grow, contact us at email@example.com. We’d love to help.