After you’ve finished your research, I’m sure that you are going to revise aspects of your idea. Did you find that someone has a similar idea as you, and you have to focus on making yourself different? Did you realize you need to ditch this idea and start on that other idea you had? Or maybe you can start moving forward to the Marketing Plan.
If you are able to move forward with your Marketing, let’s go!
I Need You To Answer One Question:
What makes your product DIFFERENT from your competition? Are there three unique elements that make your hair salon different from the one up the street? What are they? This is the KEY to your business. You MUST know your differentiating factor. Think of your family or group of friends, you all bring something different to the table, but you have a lot of similarities. What are your unique elements of your business?
How Can You PROMOTE This Unique Element?
If you are a salon, would you promote the fact that you have the cheapest haircuts on the block? Not if your differentiating factor is your sleek, chic, organic vibe. Your promotion needs to be centered around your unique element. Therefore, you would greet your clients with organic wine or juice at the start or end of their appointment. This would further promote your chic organic vibe, and be a talking point for your clients when they leave and spread the word to their friends. Your marketing should be used to illustrate your unique element.
How Will You Evolve Your Unique Elements Through Time
Nothing lasts forever, so I tell everyone that their unique elements should be able to evolve. Continuing with the example of the organic salon, we all know organic will not always be ‘in’. Therefore, that promotion of free drinks will offer an opportunity to evolve into the next ‘in’ thing. Say that the next trend of the century is ‘pretzel sticks’. Aside from offering wine and juice, you will then offer pretzel sticks. I say that to illustrate the point that you don’t abandon what initially made you unique, but you add to it. Your promotions and marketing elements are the points through which your business can evolve and stay relevant.