Struggling entrepreneurs often think that if they only got their hands on some money, it would solve all their problems. But as Paul Hawken reminds us, “Money follows ideas. Money doesn’t create anything.”
Real estate people talk about sweat equity-investing time and energy rather than cold cash. Creative capital is a similar concept, but it goes a step farther. We need to use our imaginations to grow our businesses.
No one has understood creative capital better than Body Shop founder Anita Roddick. Instead of spending money for advertising, Roddick insisted on finding creative ways to communicate her unique message.
For instance, she showed a natural flair for what I call Hansel and Gretel marketing. When she opened her first little shop in Brighton, England, she would spray a trail of scent from the main street to her side street location, hoping people would follow the smell. She wrote, “Believe me I was prepared to try anything in those early days to get customers into my shop. I wanted to get passersby to stop, so I put big, old-fashioned sandwich boards outside promoting one or another of the products. I drenched the front of the shop in the most exotic perfume oils so that it always smelled wonderful.”
Early on, Roddick came to understand the power of free publicity. After many runners in the London Marathon complained about sore feet, she got busy concocting a foot lotion and the following year got permission to stand on the sidelines of the marathon and hand out free samples. The media took note. She also became a regular on talk shows, plugging The Body Shop as much as she could politely get away with.
Instead of spending money for advertising, Roddick insisted on finding creative ways to communicate her unique message. As she wrote in her autobiography, Body and Soul, “We use every available medium to preach, teach, inspire and stimulate, and in everything we do our single-minded passion shines through.”
What creative ways have you found to market your business?
i use a combo of shea butter and aloe vera moisturizer. Works great. I use shea butter on my lips, around my eyes and nose (dry areas), My father swears by vasoline.
p.s. I dropped your name on Gina's post, Barb. ;)
Once I was a gymnastics academy chief operations officer. I sent a gift-wrapped invitation to principals of local schools at Christmastime–to have their classes attend as a field trip. Once some of the kiddies got a taste of how much fun gymnastics could be, we filled some of our classes.
As an Independent Mary Kay Beauty Consultant I always piggy back a sale w/a nice sized sample of our newest product. I hate little envelopes of stuff that never dispense the product very well. I get as close to the real thing/size-container and gift my customers with a “try before you buy.” Of course everything is guaranteed so it’s never a concern if they want to return or exchange a product. Also using what we sell is key. Not overuse but use it daily and have your own testimony to share with prospects. Keep yourself well-groomed and keep that smile and vitality going no matter! It’s a magnet to new customers for your business