Disclaimer. We are just using the General Election as a marketing metaphor for your business. A case of David vs Goliath (individual’s experience, not size) That’s about it.
For us Singaporeans, the coming attraction after the Jubilee celebration is the GE (General Election).
We got the incumbent party, the sole opposition party represented in the parliament and a few other minor ones fighting for a seat or two.
Last heard, the opposition parties are working together to target a different constituency each, instead of a 3-way fight.
Now, in the face of an established and experienced contestant, what would you do to get the attention of residents in the your ward ?
Niche your market
Start from a niche you are more familiar with. For example, neighborhood shop owners. Otherwise, do the old-fashion kopi (coffee) session with a particular group of residents until you get a good grasp of their desires and needs.
The result can be 2 fold.
1. You’ll get to hear a lot of useful information.
Not just their needs, desires and dreams, BUT also their vernacular. Pretty useful for your subsequent meeting sessions and rally.
2. Through the kopi sessions you will get the material needed for reaching out to the rest of your niche market.
Bonus. If done well, they will even spread a good word for you!
Walking around, shaking hands and talking while the press is busy taking pictures is NOT a kopi session.
Speak their language
So now you have all the knowledge of your niche, what’s next?
By now you would have realised their desires and needs.
Typically, one of it is the complaint about the rising cost.
How can you help them to overcome that problem?
While you won’t have the authority now to make everything affordable, you could compile a list of retailers offering affordable daily necessities. Or a list of cheap and good meals. What about actionable tips on savings?
Remember to use the data and language you had picked up earlier on to promote your checklist. Or anything that can capture the resident’s attention.
Use this checklist as a welcome mat for them to sign up your newsletter. Promote it by flyers, posters, stickers, anything.
“Get your must-have list of under $4 meals in Hougang and save $300 per month. Sign up here”.
So what are you going to do with the subscribers next?
Now, preach about your plans.
Once you have a list of subscribers, who know that you actually care for their needs, most would be more open to listen to what you have to say.
Your plans, your meet-the-people sessions.
Internalising your plans at the comfort of their homes, at a frequency you desire, without any distraction.
You won’t need to physically follow up with the residents on your updates, nor would you be concerned about how the press may misinterpret your message.
You are in full control of your message.
Remember, this email list is already open to your message. Do it right, they can even be your raving fans / evangelist / supporters.
Plus, you can continue to communicate by email even after the GE to nurture the relationship.
Emailing doesn’t cost that much as compared to printed newsletter.
It’s a more effective reach-out method that compliments the usual Meet-The-People sessions.
Take away for your business.
So, what can we pick up from this GE analogy? Especially if your business has many big competitors?
1. Find your niche market.
2. Engage your niche market to learn their language, needs and desires.
3. Use that knowledge to promote something that starts to solve their problem.
4. Have them exchange their email for that something.
5. The stage is yours once they are in your email list.
I hope this alternative presentation on marketing helps you understand better how to thrive in an established market.
Want to explore the possibility of niche market in your business? Let’s meet up to discuss more over a kopi session.
p.s. Do not forward this to the opposition party. This is purely meant to be an article on marketing strategy.
Everything is possible.