Island Sun Times

In the last ten years or so, speakers, coaches and leaders of companies have been trying to spark creative thinking by forcing us to brainstorm beyond the realm of the “norm”. We’ve been so busy coloring outside the lines, we’ve stopped looking at the big picture! Snap your crayons and rip down the colorful flipcharts – we’re wasting valuable time forcing the unnatural process of creativity and ultimately slowing down the advancement of success.

Unless you’re Microsoft or NASA, relax! Buzzing around you every day are hundreds of ideas to grow your business that are already tried and true. Instead of trying to re-invent the wheel, stay inside your box (your “world”) and just open your mind up to what is happening while you’re in it.

Most of my world is spent in hotels, on airplanes, in restaurants, and sometimes eating too much fast food. If you’re a mom, your world outside of work may include school, grocery stores, malls, movies, restaurants, Disney vacations, and occasional fast food (yeah, right). Guys, after work you may visit Home Depot, Golfworld, Best Buy, Sears, and the convenience store to pick up bread, milk, (and ice cream) on your way home to the family. No matter where your world takes you, your box is full of great marketing ideas.

When brainstorming ways to effectively market to your customers (even if you are on a shoestring budget), the first place to look is… your wallet! For the purpose of demonstration, I’ll give you a look inside mine.

Starwood Preferred Guest Card – earning points for future hotel visits
Hilton Honors Club Card – earning points for future hotel visits
Costco Card – members only, members receive exclusive discounts
OfficeMax and Staples Reward Cards – earning points toward future office supplies
Tropi-Tan Punch Card – each punch gets me closer to a free tanning session or membership
Kroger Plus Shoppers Card – cardholders receive the “Kroger Discount”
Starbucks Gift Card – gift from a friend supporting my addiction
Borders Books Gift Card – gift from my mother who supports my reading entertainment
Worldperks Visa – earning points toward future Northwest Airlines travel
Worldperks Platinum Elite Card – membership rewarding frequent travelers
Northwest World Club Membership Card – a paid membership to relax in the Northwest Worldperks Club in airports.

As you can guess, my new Prada wallet is bursting at the seams with my “world” marketing to me. Why do I carry some of these cards? On evaluating my personal plastic, it looks like I enjoy “being part of something”, but am not too proud to get the best deal in town. It also appears that my family and friends like the idea they can give me money in the way of a gift card that best suits my world.

Open your mind to your world; notice how big businesses get your loyalty, upgrade their services, and offer you deals. Open your wallet and ask yourself, “How can I be a copy-cat, rather than a rebel or a pioneer?”