Start small, Use Unique Strategies and Creatively Expand.

We live in a world where anything is possible. A world where one set of people are thinking of what to do next and another set looking forward to what is going to happen next. Whichever way you want to look at it, we all are always hoping for one thing or the other for tomorrow [the future].

I have seen and heard stories about people who have built empires just from a dream. They had very little or no money; investors didn't see a future in their dreams; they were not the best dressed - but they had a huge passion for their dream. So many writers have attempted to explain strategies for starting up a new business, but the truth is - not all strategies work for every business. 

If you have dared to dream of a big idea/concept, then you should be go a bit further to dream of your exclusive promotion/marketing strategy as well as possible expansion plans. When you have a unique business idea, you have to also think of unique ways to sell them to clients and possible investors/partners.

In my own little way, I will attempt to open your eyes to (1) Why it is important to dream dreams - (2) How to bring the dream to life - (3) How to promote and sell the dream - (4) What to do to stay successfully relevant and (5) Why you should expand to other ventures.

WHY IT IS IMPORTANT TO DREAM.

It should not be hard for you to stop sometimes and look into the stains of walls, or ashes of a fire, or clouds, or mud or like places, in which ... you may find really marvelous ideas.

- Leonardo da Vinci

There are so many issues and problems in the world begging for solutions. We live in this world and every second someone is thinking of how they can find solutions to one or more problems. You really dont have to be affected by these issues before you start thinking of how to solve it - as long as there is a need for a solution, then there is a need to start dreaming.

While some dreams that become successful businesses require money, most of them do not. There are a few examples of businesses that have become amazingly big just by creating a concept and using it to fill a gap. The story of Mattel is one that I find outstanding because the then newly-married Ruth and Elliot Handler actually started from their home garage with materials that can be referred to as scrap and they turned it into a magnificent venture.

Although Mattel is known worldwide as a toy maker, they initially produced and sold picture frames. Shortly after opening for business, Handler began making dollhouse furniture with the scraps left over from the picture frames. Ruth and Elliot had little business experience and even less capital, but they saw a gap that needed to be filled in the toy less marketplace, plus a drive to carve out a niche for themselves - they created a unique product that brought the world to their door. 

As time went on, the couple created more toys that touched the lives of many children and today we can all read the story of how humble beginnings in the garage has been given pride of place in the New York Stock Exchange. Mattel is not only ranked on the list of Fortune 500 companies, it has recorded over $6 Billion in revenues and reported 4.8 billion in assets.

This is a classic case of seeing what others cant see and using whatever resource you have at your disposal to make an impact. Your dreams (Business ideas) are powerful, but you have to bring them to fore!

Youths vs Brand Re-positioning.

I try not to over flood the world wide web with issues that have already been mentioned by other bloggers or the press; I tend to see things my way and say them the way it ought to be said or done.

The communication strategies employed by agencies representing youth brands have been heavy on my heart in the last couple of days and I will not sit back without mentioning how negatively PR/Adverts coverage are affecting the young minds.

Brand managers must now heed the clarion call to be more sensitive with their PR and marketing; for most of the images and ideas are interpreted to be encouraging rebellious attitude in youths. These days all you see on bill boards are seductive or rebellious images that do not speak well. Am I sounding like an old wacko, who has lost touch of socio-economic changes; then its time for a lil spanking.

  

When we were kids, our parents will ensure that we get to bed on time, so as to avoid all the rubbish adverts that fly across the screens; but with the emergence of X-factor and all other late night programs/shows, little can one do to keep teenagers off the TV. Now, advert agencies have targeted this popular TV programs to showcase all the dirty and irrelevant materials from their filthy minds. Dont get me wrong, this has nothing to do with the products, its just the way and manner the adverts are created. no morals anymore to learn from.

Some adverts try to make out that they are art. This is usually where advert isn’t connected with the product in any way that you would ever figure out unless you were a contestant on the never-popular game show 3,2,1. For goodness sake, what has romantic scenes and sexy underwears got to do with perfume adverts, or where is the connection with wearing a bikini and selling snacks. Any sane mind would not go for this products, cos they don't identify with the brands idea of communication.

Day in day out, we hear the news of rape, violent disturbances, gun and knife rivalry, under-age drunkards, drug abuse and lots more; yet we wonder if there is a good future for the media industry. 




When did our ads become so awful? Once, I'd actually asked a friend who is a copy writer, what he thinks about an alcohol advert boldly displayed  along the road, apparently welcoming people to the town. His response was 'well, visitors now have a clear sign that they are travelling into a drunk town'. no be me talk am o!

My advice would be for brands to invest in role models and icons, who are conscious of emphasizing positive attitudes through their lifestyle, career and attitude. Brand owners/managers should see themselves as being embedded with the responsibility of using their products/service to instilling the much needed change in the society. More-so, brands could encourage their captive audience with sponsored apprenticeships or career opportunities; for as the saying goes 'an idle mind is the devils workshop'.

If we must change the ills affecting youth delinquency in the larger society, then PR and brand managers must look outwards to change their marketing strategy.