Use Better Delivery to Enhance Your Image Problem

Isn't it funny how the answer to most problems is usually right in front of you.  Marketing dilemmas are no different.

Don't get caught up in complicated  marketing tactics for simple, cost effective solutions that will do the job just as well.

Let's say that you're having a bit of an image problem that is evidenced by existing customers not purchasing as much as they used to.  Maybe a valued customer has defected to a competitor.

You may be tempted to increase your advertising or maybe push your sales people to hit the pavement and work harder.

But if you look a little closer, dig a little deeper, you just might discover that your problem can easily be fixed by tweaking your distribution strategy just a bit.

The first thing that you might want to do is stop looking at the word "Distribution" as some fancy marketing term and start using the following definition: "Distribution is the act of getting your offering within arm's reach of the customer at the very moment they want it."  or "Giving the customer what they want, when they want it." 

Now you're ready to ask the critical questions:

• In what ways can I get my offering within arm's reach of the customer?
• What is the BEST way to get my offering to the customer when they want it most?

Make your list and whatever you do DON'T edit it just yet.  You might have a killer differentiating, competitor killing, profit boosting idea in this mix and you don't want to kill it before it's had the chance to do its job.

Really push yourself on these questions and force yourself to be downright outrageous.  You can tweak the questions to be something like:

• What would be the most unexpected, delightful way for my customer to receive my offering?
  • Personal Delivery
  • Gift wrapped
  • At a kiosk
  • From a machine in their office

One thing I didn't mention in this process is that if you know and understand "What's most important to your customer when they are buying what you are selling" this becomes much easier, much more effective and more fun too.

Here's a hint.  Create a table with the columns across the top being a list of "What's most important to your customer" and then make your list of ideas down the side.  Now you can actually evaluate them and play with them until you come up with something truly inspired.

Give me some of your "inspired" distribution strategies.