Almost a year ago, two of our owners attended an industry seminar that focused on the topic of specialization. They came back from the trip and as part of the recap, started a discussion on how…or even should this idea of specialization…apply to CurrentMarketing. At the time, I was still living with the old school belief that if you work on one concept in a market segment, you are barred from a second or even third concept forever, even if they never overlap geographic areas. I remember thinking that the clients would never tolerate it.
And today, as we address working with clients in like businesses who may or may not overlap, we find that they actually like our experience in their particular line of work and have no issue whatsoever with us working for several same concepts. The “current” clients don’t mind and the ones seeking our services prefer it. We have the Schmitt Söhne wine account and market several of their rieslings that are often positioned right next to one another on the shelf. We have three veneer companies now that use our design services, two different reconstructive surgery docs for whom we have done projects and several high schools that employ us to prepare their recruitment and advertising materials.
We specialize in great ideas. So, what if you work on a tire store chain in the Northeast and then different tire store chain out West? What is learned from each experience can be shared to the benefit of both brands.
In the 1920s, a company called Burma Shave — producers of brushless shaving cream — started putting signs up that delighted and educated drivers. These