I had once read a story online about a brick and mortar business that I had thought would be a perfect example of outside the box marketing. Something I often mention within this blog. The story goes as follows:
There was once a brick and mortar business that had been around for a very long time. Due to the law of supply and demand this business owner had the proverbial corner on the market for his product and commanded a sizable profit.
As fate would have it a business moved into an empty storefront next to him and, unbelievably, the business sold the exact product he sold. On opening day a sign was posted that read BEST PRICES. The novelty of the business meant some customers left the established business in favor of checking out the ‘best prices’. The storeowner worked to make his prices competitive with his new rival.
It wasn’t long before another similar business occupied the empty storefront on the other side of this beleaguered storeowner. A sign was erected which read BEST SELECTION. The storeowner couldn’t believe the horrid luck he had and wondered if all his hard work would be for nothing. However, this industrious business owner had weathered hard times before and understood the need to market his business, so he thought about his plight for a few days until a novel idea struck.
The following morning the storeowner erected a large sign in front of his shop, which read MAIN ENTRANCE.
This is a perfect example of outside-the-box marketing taken by the owner of the brick and mortar business. The idea for any business owner is to find a way to invite people to your business or your website. These days there are dozens of ways to reach your customer – however many of them are over-saturated with hundreds and thousands of other businesses.
Internet marketing is about learning new skills that can help you establish yourself as something unique and worth considering among so many choices. This might be accomplished to a degree through the uniqueness of your product offering, however relying on that strategy alone may not always work out.
The use of unique knowledge-based content and clearly defined search engine optimization (SEO) strategies is one thing. However your creative and outside the box marketing is what is going to set that long-term separation between your business and every other business online.
When they put up their BEST PRICES or BEST SELECTION signs you need to have a MAIN ENTRANCE sign ready to go (or already in place) so that in the end the lemons that surround you are ready for some incredible lemonade.
Haven’t heard this in a while now. Brings back memories from marketing class ha.
What a great example! I had never heard this story before, but it really speaks volumes. In today’s market, it’s a much more fruitful marketing technique to get back to basics and in touch with what makes you unique and original.
I really think this story speaks to the idea that a personal touch can get a person along way. Even if their competition may have the ‘Best Prices’ or ‘Best Selection’, you can stand on your own two feet against them if you play to the side of people that want the ‘Best Experience’ when buying. It’s hard to be unique in a saturated industry or business, or just on the internet in general when you’re trying to market a service, but taking some time to work things out and having a plan (or sign) ready to go can really get things rolling. Loved the analogy at the end, and great post overall.