This article emphasizes on the need to micro-network, the need to build a community!
RECAP:
A micro-market is a curated set of target clients.
Micromarketing is a strategy where marketing efforts focus on a narrow set of target clients; all activities are defined by and for this set.
How will things happen? Who will make them happen? It is you who must invest time to form your own micro-network. A network in depth not breadth. It is this network that will then work to help you grow.
WHY SHOULD I MICRO NETWORK?
You want to make some grand changes, say you want to lose a lot of weight. For that objective, you need to be specific. Exactly how much weight do you want to lose? What do you need to do for that? So, you list down changes in food habits and an increase in exercise. You plan out routines for each and religiously follow that for a week. Then you miss a day. Then two, you’re sure you will catch up over the weekend. One thing leads to another and now you’re a week behind schedule. After a point, you give up forever.
How about a different scenario?
You establish your need to lose weight but decide to change just one thing in your food and one little thing in your morning routine. You decide to restrict sugar in your coffee to one spoon a day. You decide that you will start the day with 5 push ups. That’s it. Simple. Tiny. You promise you will do this for two weeks. Then, add one more change. Two more weeks. One more change. Habits so tiny that you’re able to sneak it into your system and routine, avoiding that part of your brain that always says no to such things!
Very soon, you realise that you are on your way to meet your set objective. One tiny habit at a time.
Small changes that you make in your life, reflects in your business and in the lives of your clients and prospects. Those clients whom you know inside out as you have selected only a handful. The changes you work in your solution also blends into their lives.
Who you network with matters significantly in micro marketing.
You needn’t connect with everyone around you. The focus is on key people and prospects who can help you in your journey (which is to solve a client’s pain point and provide a solution!).
Instead of aiming at 1000 clients at one go, how about adding value and building trust with TEN of them to begin with? The essence of micro-networking!
Do a great job with the ten and you have answered the question of “Where have you done this before?”
Then add ten more clients.
The second set of ten will have the opportunity to observe the initial set and follow their actions.
You’re sowing the seeds for your own cascade effect, for your solution, and building a tribe and support pool for yourself.
Here’s a story that highlights the power of micro-networking – of bringing the network together, to you – as you are bent on adding value!
ONE COMMUNITY EVENT TO FEED A WHOLE YEAR’S BUSINESS
Safety is the keyword. People are becoming more aware on safety. You want a safe place to live in, so do I. How can we ensure that we have necessary fire safety equipment in place? When I search the internet, I find too much information but not what I am looking for. Isn’t this the job of building contractors?
A local incident in the state of Andhra Pradesh made people even more aware. A fire in a building that brought about quite some destruction, injuries to a lot of people including children. People started questioning the contractors. The people wanted safe houses and safety equipment available. A range of emotions sprung forth and there was an overall clamour for safety.
The contractors involved in house construction were willing to help. They needed to know the latest technology options and required knowledge. All the information they were looking at was too technical and in highbrow English, something they were not familiar with.
International fire equipment manufacturers had the technology, but lacked the reach or local connect.
Three different stakeholders, all had the same core motive: access to fire safety equipment customised to the needs of the householder.
Nikhil Chaudhury runs an agency that deals with bringing international technology to India. When Nikhil studied the market, he realised he could play the role of an education facilitator and connector. He noticed the gap and was ready to bridge it.
Nikhil documented the need for awareness and usage training and worked with experts to arrive at a program. He then collaborated with the international manufacturer to send trainers from the UK. Nikhil approached a leading realtor association, CREDAI, who were happy to partner this training initiative aimed at contractors. CREDAI trusted Nikhil as did the international manufacturer. With CREDAI on board, the contractors were willing to invest time in enhancing their knowledge and skills.
Local language experts worked with Nikhil and team and over two long days, they provided technical training on fire safety and equipment to contractors. Certificates were distributed at the end of the training program. This program was covered in the media and underlined the society’s need for safety.
There was transfer of knowledge, confidence building initiatives, awareness on the need for safety and quality of products. By interacting directly with the contractors, Nikhil could arrive at their specific wants on the product, brochures and installation support.
As a dealer, Nikhil received a year’s worth of orders from the two-day community initiative that he had planned and executed! More importantly, it was the seed for quality relationship that connects with all the key stakeholders, who were happy to provide a testimonial and repeat business.
Questions/Activity:
- Select one local area or micro market which has a higher propensity of your target personas. Get the feel of this micro market. Understand the emotions of the people.
- Who are the key influencers and news disseminators in the region/locality? Local area leaders, grandmas and vegetable delivery person or the Iron/laundry person.
- Which local associations can you collaborate with? Some streets have self-organised associations or groups. Which self-help organisations are based in this micro market?
- What are the local causes that will connect with the people? Street cleaning, silent zones, rain water harvesting….
- Which knowledge programs would work in your locality, programs that will resonate with the audience? This program has to be in line with your initiative.
What’s your micro network? What will you do for them today?
This the sixth article in "The Micro Marketer" series by Pravin Shekar, an Outlier Marketer.
The first article laid the foundation for what a micro market is. <Hyperlink to the first article>
The second article focused on how to define a micro market. <Hyperlink to the second article>
The third article focused on how to form a micro market.
The fourth article emphasized the need to be curious, at all times – and ask.
The fifth article helped in identifying the right problem/pain-point.
About the Author
Pravin Shekar is an outlier marketer, parallel entrepreneur and a raconteur.
If you want to shake up your marketing strategy OR discuss your micro marketing plan, write to Pravin at outlier@pravinshekar.com