Scaling Up Public-Private Partnerships to Achieve Family Planning Equity Goals in India
Overcoming the "Small" Brand: Scaling Your Goals
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17-Oct-2014 -
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Transcript of Overcoming the "Small" Brand: Scaling Your Goals
Overcoming the “Small” Brand:
Scaling your Goals
http://www.flickr.com/photos/maikkeizer/5644061864/
Not all of us can expect our customers
to camp outside of our door for 17 days
before we release something new.
http://www.flickr.com/photos/booleansplit/8725155913/
(especially if
it’s pretty
similar to
our previous
product)
http://www.flickr.com/photos/booleansplit/9633373424/
So, how do we measure the success of a strategic change?
http://www.flickr.com/photos/34003974@N06/4670493953/
Do we base it
solely on our
competitors?
http://www.flickr.com/photos/8629907@N07/8142785389/
Do we compare results to past performances?
http://www.flickr.com/photos/bearuk/563254767/
Or do we sit around and
count our money?
http://www.flickr.com/photos/baslow/1242760687/
When your brand is small
(at least compared to the
big guys), it’s difficult to
determine how much you
really matter.
It also takes time to develop what
others seem to create overnight.
http://www.flickr.com/photos/chijs/5680044520/
Last week, we launched a new
website and blog.
$$$$
We also created a social
media presence.
Obviously, we didn’t become
rock stars overnight.
http://www.flickr.com/photos/rbowen/2523296126/
But people were tuning in.
http://www.flickr.com/photos/sen_meister/5297648914/
When the first contractor submitted
an online sign-up request shortly
after launch, we high-fived.
http://www.flickr.com/photos/letsbook/7559857316/
When we got our first blog
post “like,” we bumped fists.
Seriously, we did.
And when we got our first blog
subscribers, we just felt great—
because all of the hours spent creating captivating
content were showing results.
Our competitors started
“following” us on LinkedIn.
http://www.flickr.com/photos/vinothchandar/8093281752/
It seemed like we were finally
part of the conversation, and people cared about what
we had to say.
http://www.flickr.com/photos/94379417@N00/4808475862/
But compared to the “big guys,” our
success last week was so small that
it couldn’t possibly
matter to them.
Should we care
How do you scale your goals
when you’re up against giants?
http://www.flickr.com/photos/abcdz2000/3247833141/
We’ve decided…
http://www.flickr.com/photos/falequin/8443342362/
We truly believe in what we have to offer. It’s unique—in a good way.
http://www.flickr.com/photos/nbhattac/4488031877/
And more importantly, so do
our customers.
http://www.oprah.com/oprahshow/Oprahs-Ultimate-Favorite-Things-Part-2-Memorable-Moments/8
If what we have is different, then
comparing ourselves to our competitors is not fruitful.
http://www.flickr.com/photos/aigle_dore/5237985177/
Our goals, even if they’re smaller
right now, are simply a start.
http://www.flickr.com/photos/r_a_z_e/280206383/
We’re pushing forward.
We’re devoted to
making our
customers happy.
And we believe in
our value.