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| May 29, 2005 5:54 pm |
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re: re: The Big Idea |
Leslie Wolff
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I would agree that many BIG IDEAS would require a restructuring of the existing syatem or establishment of a new system, such as Staples, Fedex, Kinkos,new technology etc., BUT in many cases the big idea was relatively simple, color coding packages for easier identification in warehousing, creating a two way conduit for your salesforce (the front line) so those in senior management have a truer picture of the marketplace, talking to your customers on a regular basis, creating a more user friendly atmosphere than your competition.
BIG IDEAS can be small in action, but BIG in results and often cost very little. The don't have to be new to the industry, but new to a specific firm. For example one my 17 year old daughter told me about.
She bought a dress for her Junior Prom and received a handwritten note a few days later from the the salesperson wishing her a great prom evening. Last week she received another note from the same person congratulating her on her birthday, and reminding her that she's always welcome at the store and that this person looks forward to serving her. All of this although my daughter went on to a store 3 hours away on Long Island, NY although she lives in Manhatten. Her comment. "These people really know their marketing." (From the child of 2 marketing consultants).
My point is although this is "basic" marketing in many firms it would be considered a BIG IDEA, because it isn't being done. In fact this sort of sales force follow up is virtually non-existant at most Fortune 500 firms, yet a small retailer.
The moral of this story is "BIG IDEAS need not be new ones, just those good ones put into practice." The acceptance of that attitude would be a BIG IDEA for many firms.
Private Reply to Leslie Wolff (new win) |
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