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Back to developments
I’ve always loved the phrase, ”Think outside the box.” Everyone’s using it now, to the point of becoming cliché. I would take it a step further and suggest Get Outta YOUR box. What I mean is how ingrained we become in OUR WAY of thinking.
We all do it, so no finger pointing here ... but being in this business forces me to see through the eyes of the targeted audience in order to deliver our clients message. But, I have to get the client to do the same ... and that’s not always easy! Example: A fifty something white male in retail offers products and services to an 18-35 female audience. This retailer rarely watches television, and in fact doesn’t comprehend why anyone would watch American Idol, Divine Design, Project Runway, etc. Maybe this retailer is an avid hunter and watches Hannity & Colmes. He and his target audience are light years apart on just about everything. Yet it’s vital to his profitability that he “get” his customer.
I’ve had endless discussions about why we buy certain media,why we design an ad a certain way, why we shoot a TV commercial to look the way it does. It’s done to satisfy the potential customer. You, the retailer, are NOT your customer. And while retailers certainly have the right to an opinion, the one with the most profit potential belongs to the customer. It isn’t about you, after all. It’s about being successful in business. Figure out what your customer thinks, feels, knows, understands, believes, and wants... and then make money!
It’s uncomfortable to embrace another view different from our own. And it’s a LOTTA work! But no one said retail was easy.Customers are fickle, loyalty has never been so hard to earn and keep. But, making the cash register ring means taking a giant leap Outta YOUR box!
