Thinking out of the box

Marketing can be summarised as “bringing a product or service to the attention of the client.” In that process, it is all about standing out: how can you ensure that you are remembered? Or that you are at the front of their mind? Thinking differently—outside of the box—is crucial.  

During the past winter sporting holiday with family, one of my brothers turned 50. That's a milestone, so we had to make it memorable, but how? “Standing out” are the magic words. It was carnival season, so there were costumes everywhere: including a penguin. I can almost hear you thinking, “a penguin in the snow is not all that strange.” We brainstormed, tossing ideas back and forth. We bought a bunch of place mats of traffic signs that had the number 50 on them and sewed them onto the suit. Bingo. Many children wanted to take a picture with the unusual penguin on skis and everyone we passed figured out that my brother was turning 50 that day.  Mission accomplished.

Here is another example: I recently spoke with an OSV member who mentioned that during a visit with new clients, he always wore striking shoes—pointy pink shoes. That creates an impression and is both fun and different. Bingo, that’s a visit no one will forget. 

There are so many ways to stand out! In order to come with something new and different, you have to free up space in your head for creative thoughts. Emptying your mind is easier to do during a holiday or a game of golf. Creativity comes about by bouncing ideas off each other, such as during a business visit or over a cup of coffee. Invite me along—I’m happy to help!

Saskia Stender