Last week, I heard of a great example of targeted marketing: Walmart offers its secure parking lots for free overnight RV parking.

Walmart found a way to solve a problem often encountered by a key customer group - RV owners - by using the resources they already have:  an empty after hours parking lot that is always guarded by security - no matter if cars are there or not.

My  30 year old daughter discovered this while driving from California to Oregon with all their possessions locked up in a U-Haul truck.   One of their overnight stops was Oakland, and I worried about parking the truck overnight there. She replied, "Oh, it was fine Mom, we looked online and found that Walmart offers RV/Truck parking in their guarded parking lots."

So Walmart gets major points from their loyal audience group of RV owners, who will probably shop there in the morning or evening to stock up on supplies.    They also improved their image with my daughter and her friends, who are definitely not their target audience now but may be in the future.

Thinking about the problems of your customer/client and then looking at how you might creatively solve that problem is classic marketing 101.  This requires us to think outside the normal box of what we do.   Walmart is not in the business of parking lot space for RVs.  But, it does have empty parking lots.  And, its audience does have this need.  Put it together, advertise the solution and presto!

Another example of this came up in a meeting this week with the LA County Arboretum & Botanic Garden.  They offer a benefit of running/walking on their grounds before public hours for their members only.   The Arboretum's meandering paths through peaceful gardens are a rare opportunity for quiet.  So, the price of membership for their target audience of walking/running nature lovers is a no-brainer.

That got me to thinking about what our customers -- you -- need.  Many of you are seeking new strategies to increase business.  Concern about the time and money to get into such a plan can stop any action before you've even begun.  (And, its true, a good comprehensive strategic marketing plan does take several weeks, if not months, and costs thousands of dollars.)   However, you can do a lot with a few good ideas.   So, how's this sound:  Let's spend 2 -3 hours brainstorming a new strategy for marketing your business.  It won't be a full plan, but it could break the logjam feeling of "what do I do now?" and get you into a new inspired mode of action!  Call or email me and we'll set a time for a creative discussion.