New Ideas for finding new customers

“Bidemi!” Her mother called. “Bidemi!!” She called again.

“Bidemi!!” She called louder.

“Yes ma!” Bidemi replied.

“How many times did I call you?” Her mother asked with a hint of sarcasm in her voice.

“3 times ma” Bidemi replied. Playfully annoyed at the very Nigerian question.

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The resonant call of her name from her mother's lips was a familiar sound to Bidemi, echoing with playful annoyance reminiscent of her childhood in Ibadan, Oyo state. Yet, as she now sat alone in her office, the silence spoke louder than her mother ever did.

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Bidemi, a tenacious and ambitious entrepreneur, had dared to chase her dream of starting a boutique agency to uplift small businesses in Nigeria.

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Having bid farewell to her secure position in a prestigious ad agency just a year ago, Bidemi's journey had been far from the glamorous narrative she envisioned. The dream of being a champion for small businesses was now clouded by the harsh realities of entrepreneurship. The grand office location, the talented team, and the dreams of expansion—all overshadowed by the haunting emptiness of a quiet phone and a dwindling bank account.

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This blog will follow Bidemi`s journey as she builds her business, unpacking many lessons along the way. Please send in your questions, tell us what you think and most of all, share with someone who needs this right now.

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But, who is Bidemi?

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Born in Ibadan to a teacher and a seamstress, Bidemi was not the stereotypical bright student. Academic struggles defined her early years, yet her father's role as a teacher instilled in her an unwavering determination to succeed. Amidst three older brothers and a younger sister, she found solace in her mother's teachings of sewing, harboring dreams of opening her own fashion empire in the bustling city of Lagos.

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Fast forward to the present, and Bidemi is still that determined girl, only now grappling with the stark reality of an unresponsive market. The dreams of a thriving business, a tall dark and handsome husband, and two smart children seemed distant as she sat amidst the silence of her office. The question echoing in her mind is one that resonates with many entrepreneurs: Where are the clients? Is Nigeria devoid of opportunities, or have businesses become reluctant to invest in marketing?

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Contrary to appearances, the market is ripe with businesses in dire need of practical and workable marketing strategies. This is precisely what Bidemi can offer, yet the clients remain elusive. Let dive into Bidemi`s current realities and glean useful lessons.

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Here is how Bidemi can turn things around:

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1.?????? Storytelling Podcast Series:

Launch a storytelling podcast series that highlights the success stories of small businesses that have benefitted from Bidemi's agency. By sharing these narratives, Bidemi can inspire trust and connection, attracting businesses looking for a personal and proven touch.

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2.?????? Customized Marketing Subscription Boxes:

Create personalized marketing subscription boxes filled with creative materials, strategy templates, and exclusive insights. Send these boxes to potential clients, offering them a taste of the unique approach Bidemi's agency can bring to their business. Build on the freemium model that has grown businesses like google. We may not have their budget, but we can take a page from their play book.

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3.?????? Interactive Social Media Challenges:

Develop engaging and interactive social media challenges that encourage businesses to showcase their products or services creatively. The challenges could revolve around marketing concepts, and participation could unlock exclusive consultations or services from Bidemi's agency.

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4.?????? Live Collaborative Content Creation:

Host live sessions on social media platforms where Bidemi collaborates with businesses to create real-time marketing content. This not only provides valuable content for the participants but also showcases Bidemi's agency's expertise in action.

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5.?????? Localized Marketing Bootcamps:

Take marketing education to the grassroots by organizing localized marketing bootcamps in different neighborhoods. Empower small businesses with practical knowledge and simultaneously position Bidemi's agency as a community-focused marketing partner.

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6.?????? AR-powered Business Consultations:

Implement augmented reality (AR) technology for virtual business consultations. Clients can virtually visualize proposed marketing strategies, making the decision-making process more transparent and engaging.

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7.?????? Guerilla Marketing Stunts:

Execute guerilla marketing stunts that create buzz and intrigue. These unconventional tactics can capture the attention of both potential clients and the media, generating organic interest in Bidemi's agency.

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8.?????? Interactive Webinars with Industry Experts:

Host webinars featuring not only Bidemi but also other industry experts discussing the latest trends and challenges in marketing. This collaborative approach can attract a diverse audience and position Bidemi's agency as a thought leader.

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9.?????? Shift the Focus:

Stop selling marketing and branding concepts. Instead, delve deep into understanding the clients' businesses, identifying their challenges, and becoming the solution to their problems. A personal anecdote illustrates the point—sometimes a simple solution trumps an elaborate, expensive fix. Focus on what matters to the client, and success will follow. The mental constraints right now are scary. Be the solution to their problems, you can’t solve all, but you can solve one or two and that may make all the difference.

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A couple of years ago I had a session with a lady who owned a brand focused on enhancing couples’ personal times together. The owner had maxed out selling to her friend and through the groups she belonged to. She wanted to grow. Wanted to expand. She hired a coach who advised that she rebrand and take better pictures and get more “nicer” looking content on her page, which she did. It was all a waste of money. For a 30% increase in her brands expenditure, she got a 2% increase a sale. My advice to her was to review her sales channel and focus on creating more opportunities to sell to customers. Her sales went up by 20% for a 0% increase in cost.

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10.?? Create Opportunities:

In a world saturated with ads and videos, the personal touch matters. Bidemi emphasizes the importance of showcasing the real you, authentically presenting how you can add value to a business. Gone are the days of flashy pitches; business owners want genuine connections and assurances that their investments will yield tangible results. This is not a sales pitch; it's a genuine conversation about how you can make a difference.

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I love teaching and sometime get saddened that I don’t have as much opportunity to do so these days as I use to do in the past. Its always such a joy to bring real knowledge to people. Especially fellow business owners. In one of such classes a lady put up her hands to ask a question.

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“Sir, how do you know its time to pivot from a business idea” She asked.

“That’s a very broad question, could you be more specific” I responded.

“Well, my family has had a Pharmacy for over 30 years. It has done pretty well and has been our main source of income or years. My father, mother and I are all pharmacists. In the past 3 years however it’s been a struggle. We can’t get the price deals the other bigger chain pharmacies are getting, our building looks old, we have no money to invest and improve it and we keep seeing less and less clients each month. Profits are obviously down, and we don’t know what to do” She replied looking suddenly far older than her years.

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I could sense this was imported and I gave a long answer on how she could cost effectively revitalize her business without breaking the bank. This may be a good topic for the next article. Let me know if you think so in the comments.

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