Marketing strategies that move you out of the water into the sky, and keep you happily flapping your wings in formation to your destination of success When you consider the goose as he takes off into flight, flapping and slapping the water, running free todo app along on webbed feet in an attempt to lift off into the wild blue yonder, you might see yourself as a business startup. I know, I did. I struggled for the longest time to figure out how to flap my wings with marketing and bring in enough buying clients to move my business off center. Then it happened. Like magic, the clients began to arrive at my door.
If you’re not a bird watcher, you may have missed snow geese flying south each winter in V formation. But having grown up in the cross hairs of goose hunters, I learned to watch for the signs of their arrival. What a magnificent time for a drive to the lakes… During the day, when goose hunters were likely resting up for their early morning hunts, we would take off for the lakes and watch the geese. Snow Geese are predominantly white, with magnificent wide wings that catch the air in flight. They fly with a mix of systematic flapping and lunging forward to push the current.
After thirty plus years of watching them, it isn’t hard to connect the dots between the persistence of the snow goose and workable marketing strategies. I’ll share my insights.
1 – Geese know a good market when they see one.
Every year, as they head south for the winter, Snow Geese find their way back to the lakes and fields of southeastern Colorado where they know they’ll find good water and plenty of food for their trip. They lounge around on early ice pads, dip into the water for bugs and minnows a plenty, and fly to nearby fields to graze until their bellies are full. Then, they rest for the trip.
Finding a good market means knowing what you need. Your business needs buyers that are hungry for what you offer. Once you know your product or service is viable, valuable, and desired, the only thing left to do is offer it up to the right market of buyers. Taking your products to the right buyers and fulfilling those needs is key to making bank. Marketing strategies include a good buyer market.
2 – Geese return to the same market year after year.
Geese come back year after year. Some brilliant scientists and observers tagged some of the geese with little wristlets on their legs and started following their migration. Once they arrive in an area, they return to that area year after year for the same resource.
Residual markets are important to your professional and business success. Once you find the right market, it’s important that you keep going back year after year, to be sure that market remains yours. Find ways to check back with your customers, because they may not remember your name. Call them. Return and offer any new products or services. Make sure they know you’re still available to serve them. Marketing strategies include repeat buyers.
3 – Geese never leave stragglers behind.
When you watch geese lift off, you’ll notice some of the younger, stronger geese always stay behind to make sure the whole flock is in flight, before they take off. And they circle. Their V formation begins as they lift off, and they circle the area until all geese are in flight. Then they take off in the direction of their chosen path.
In business, you reach out and connect. You network to bring in all of your market share. Invite referrals. Talk to people and share what you have. Invite them to visit your website. Ask them to try your products. Offer your services to everyone in your market, because if you’re not serving them, they miss out on the opportunity. Be sure you don’t leave stragglers behind. The best marketing strategies keep track of buyer markets.
4 – Geese take turns leading the flock.
The V formation of flying allows geese to naturally rotate out the lead birds. Flying is hard work, and remember I said their flight is a combination of systematic flapping and lunging? That lead bird is breaking the way for the flock, and when he tires, someone else steps up and takes the lead.
When you’re watching a larger flock of geese, sometimes you’ll see three or four V formations within the same flock. That’s because there are leaders at different levels. The larger the flock, the more V-Leaders you’ll see.
As a professional marketer, you’ll need to rely on others occasionally to get the job done, or to learn new processes. Like geese, we can’t always be leaders, sometimes we need to step back and follow. Don’t be afraid to fall into line behind another strong leader occasionally. You’ll be ready to take the lead again when it’s your turn. Marketing strategies have room for both leading and following.
