Marketing and an Old House
Posted by Holly on February 9, 2010 · Leave a Comment
Those close to me — actually, almost anyone that’s met me — know that over the past few years, I’ve become somewhat obsessed with tools. The idea of the “marketing toolbox” likely spurred from very literal (and neverending) experiences with tools as my husband and I fully renovated our home.
I live in a very old house. When we bought it in 2006, we knew it needed a lot of work, though we may have underestimated just how much work. Then the gas company showed up and turned off our gas line — not only did it need work, but it was dangerous! It was then that renovation (and some demolition) began.
Somewhere along the line, I saw the parallel between the process of fixing up our house (have you seen “The Money Pit”?) and the process business owners go through when marketing their businesses. Just like a home, a business needs constant maintenance. Sometimes, it even needs a complete renovation!
The core of our clients at Werkshop is made up of small businesses, with owners who steer the ship. As entrepreneurs, their business is their baby, and they’re generally emotional about it. So when it is time to grow, change or evolve, marketing suddenly becomes scary. Sometimes, in fact, the owner has been a part of the business for so long that strategic problems — much like our gas leak — come as a complete surprise!
That’s why we don’t just storm into the house and start tearing down walls — we first have to develop a plan. We evaluate the history of the business, then survey the industry’s landscape. And we find out lots of things this way. Is someone else utilizing the same (or similar) brand name? Has the competition started taking marketshare with a new pricing model?
We work with the business owner to show them that if we move a wall two feet this way (pricing), and update the plumbing (logo mark), that everything will make more sense, work better and become the home they once loved all over again. Over time, the rest of the plan can be put in to place, and the business owner’s goals become realities. And while it might not be cheap, it doesn’t have to be “The Money Pit,” either.
Four years into our home renovation — even though we may never quite be “done” — we’re loving our home. Likewise, I’m loving what it has taught me about small business.
Around here, it’s all in a day’s werk.
