Rain or Shine: Smart Marketing Lessons from a Raincoat Seller - Samuel Alabi

While in the rain this morning, watching a raincoat seller market her wares despite the heavy downpour, I caught a lesson we can all learn. If you’re consistent with me, you know I draw lessons and tips from my day-to-day activities. Can there be smart marketing lessons for business owners, marketers, and solopreneurs from this scene that captured my attention this morning?

Grow Your Business Like a Raincoat Seller: Unexpected Marketing Lessons

1. Go Where the Customers Are

Just like the woman seller who moves inside the rain to reach her customers, business owners should identify where their target audience is and engage with them there, whether online or offline.

– Example: A coffee shop sets up a pop-up stand at a busy train station during morning rush hour, targeting commuters who need a quick caffeine fix.

Food Truck: A food truck uses this strategy by following local events, concerts, or setting up near busy office parks during lunch hours. They are taking their product directly to where their hungry customers are.
Pop-Up Shops: Retailers might utilize pop-up shops in locations with high foot traffic relevant to their target audience. For example, a swimsuit brand might set up a pop-up shop at a beach resort.

Online Presence:

Social Media Marketing: Businesses can target specific demographics and interests on social media platforms like Facebook and Instagram to reach potential customers who are already browsing and engaging with content relevant to the product or service.
Search Engine Optimization (SEO): Optimizing a website for relevant keywords ensures your business shows up in search results when potential customers are actively looking for something you offer.
Content Marketing: Creating blog posts, articles, or videos that address your target audience’s needs and interests positions your brand as an authority and attracts potential customers who are already searching for information related to your product or service.

READ: How to Optimize Your Marketing Strategy for H2 Success

Partnerships:

Co-marketing: Partnering with complementary businesses allows you to reach a new audience that might already be interested in your product or service. For example, a sporting goods store could co-market with a local gym, offering discounts or promotions to each other’s customers.
Influencer Marketing: Partnering with social media influencers who resonate with your target audience allows you to tap into their established community and promote your product or service in a trusted and authentic way.

2. Adaptability

The seller adapts to the weather conditions and uses them to her advantage. Businesses should be flexible and adapt to changing market conditions and customer needs.

– Example: An online clothing store quickly adjusts its inventory to include more loungewear and home office attire during a shift to remote work trends.

Shifting Strategies Based on Data:

Domino’s Pizza: Faced with declining sales, Domino’s completely revamped its marketing strategy. They embraced online ordering through user-friendly apps and social media engagement, catering to the changing customer behavior of convenience and digital interaction. This data-driven adaptation led to a significant sales turnaround.

Adapting to New Technologies:

Netflix: Netflix started as a DVD rental service but saw the rise of streaming and adapted by creating a robust online platform with personalized recommendations based on user viewing habits. This adaptability allowed them to stay ahead of the curve and become a leader in the streaming service industry.

Responding to Current Events:

Patagonia: Known for their environmental activism, Patagonia pivoted their marketing during the COVID-19 pandemic. They shifted to messages of social responsibility and supporting local communities, resonating with customers who valued similar principles. This adaptation showed they cared beyond just selling products.

Embracing Customer Feedback:

Airbnb: Airbnb initially focused on urban rentals but adapted to changing customer preferences by adding vacation rentals and unique experiences. They constantly gather user feedback and adapt their platform and offerings to meet evolving customer needs.

Learning from Mistakes:

Procter & Gamble: P&G launched a social media campaign that backfired due to a perceived lack of cultural sensitivity. They quickly adapted by apologizing, withdrawing the campaign, and learning from the misstep. This showed their ability to listen and adjust their approach.

These are just a few examples, and successful marketing adaptation can occur in many forms. The key is to be flexible, data-driven, and responsive to changes in the market, customer behavior, and even unforeseen circumstances

3. Persistence

Despite the rain, the seller continues her efforts. Persistence is key in marketing and sales. Consistent efforts often lead to success.

– Example: A startup continues to follow up with potential clients and improves its pitch after each feedback, eventually landing a major deal.

The Tenacious Cold Caller: Imagine a salesperson tasked with making cold calls. Despite facing constant rejection, they persist. They refine their approach based on feedback, focusing on building rapport and highlighting the value proposition. Eventually, their persistence pays off, and they land a key sale.

The Patient B2B Marketer: Consider a B2B marketer targeting large corporations with complex buying cycles. They understand it takes time to nurture leads and build trust. They persistently provide valuable content, thought leadership pieces, and case studies, demonstrating expertise and building relationships that eventually lead to a sale.

The Omnichannel Marketer: Imagine a company launching a new product. They don’t just rely on one marketing channel. They persistently target their audience through a combination of social media, email campaigns, influencer marketing, and even offline events. This persistent, multi-channel approach keeps the product top-of-mind and drives sales.

The Resilient E-commerce Entrepreneur: Consider an e-commerce entrepreneur whose initial marketing campaigns fall flat. They don’t give up. They analyze data, learn from their mistakes, and persistently test different ad strategies, website layouts, and promotional offers. This persistence leads to them finally optimizing their marketing funnel and achieving sustainable growth

4. Understanding Customer Needs

The seller knows that people will need raincoats in the rain. Understanding and anticipating customer needs allows businesses to offer timely and relevant products or services.

– Example: A tech company conducts regular surveys to understand what features customers want in their software updates and prioritizes those in development.

The Observant Coffee Shop Owner: Imagine a coffee shop owner noticing a trend of customers working remotely. Understanding this need, they go beyond just offering coffee. They create a co-working space with comfortable seating, reliable Wi-Fi, and power outlets, attracting a new customer segment.

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The Innovative Fitness App Developer: Imagine the developer of a fitness app noticing customers struggle with creating workout routines. Understanding this pain point, they release an update with a feature that generates personalized workout plans based on individual fitness goals and equipment availability.

5. Visibility and Accessibility

By being visible and accessible, the seller ensures that customers can easily find her. Businesses should strive to maintain a strong presence and make it easy for customers to access their offerings.

– Example: A food truck uses social media to announce its daily locations and specials, ensuring customers can easily find and follow it.

The Engaged Hairdresser: Imagine a hairdresser in Eti Osa who understands the importance of online presence. They maintain a user-friendly website with booking capabilities, showcase their work on Instagram, and actively respond to customer messages. This makes it easy for potential clients to find them, learn about their services, and schedule appointments.

The Responsive Plumber: Consider a local plumber who knows the value of accessibility. They have a clear and detailed listing on Google My Business with accurate contact information and operating hours. They also promptly respond to service requests and phone calls, ensuring potential customers can easily reach them when needed.

Reflect on these lessons and think about how you can implement them in your own business. Identify where your customers are, adapt to their needs, be persistent in your efforts, understand what they want, and make your business visible and accessible. By doing so, you’ll be better equipped to weather any storm and succeed in your market.

July 2024

Samuel Alabi

samuelalabi.com

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