A great example of repositioning for immense profitability is Cirque du Soleil. The Sun Circus bears little resemblance to the slightly creepy circuses of ages past. Yes, Cirque is hyped and slick and it is spellbinding. It’s magical. I would never have experienced Cirque du Soleil because I used to consider myself too intellectual for such entertainment, except that my dad bought tickets for my entire family (thanks, Dad!) and we all went several years ago in Raleigh. I was so impressed, and I’m taking my kids to see a performance this summer. Cirque du Soleil is genius in performance and marketing.
So, what does that have to do with you and me? Cirque du Soleil is inspiring. I showed my editing students a TED video of this Polish graphic designer, his name is Jacek Utko, discussing how his innovative design, has actually increased newspaper circulations in certain eastern European markets. He got his inspiration from….Cirque du Soleil.
Cirque du Soleil is about values including customer experience, aesthetics, consistency, brand extension, redefining and repositioning. Not one of these is a tangible quality. And, it’s certainly possible to be heart-centered and incredibly savvy about your position in the global or local marketplace. It’s actually a fun space to play in!
You can see I put "part 1" as part of the title because I want to explore this issue further and share some client successes with you. For today, I offer you some questions to think about and write about. I hope you’ll share your ideas with us.
1. How can you change or improve the way your customers experience you or your company?
For example, I’m adding audio and video to this blog. I haven’t actually implemented the improvements except for the brief introductory video…but that’s part of the imperfect action strategy. 😉 Soon you’ll be seeing intelligent encouragement through new visual and auditory options, including a teleclass on this topic in May!
2. What aspects of your company/product/service can you make more visually attractive?
Face it. If you’re not a graphic designer or artist or stylist, you need one in your life. I’ve always counted on Carrie to help me shop and today I met an artist who’s going help me with some design issues. Woo Hoo!
3. Which products and services can you uplevel, meaning add value for a deluxe version for a more discerning audience?
A friend of mine has been gloriously successful in repositioning her quilts as tapestries….and by creating a richer customer experience, is able to sell her artwork for several grand a pop. Nice!
4. What skills can you acquire or subcontract that would enable you to offer a upleveled brand extension of whatever you do? (Remember there are palatial hotels for dogs, so the possibilities are limitless.)
When I work with a client on presentation skills, the payout is always immediate. Being able to connect confidently with an audience is indispensable for moving up. One client who less than a year ago was nervous about speaking to 5 people, is not president-elect of her local Kiwanis Club. How cool is that?
My buddy Sally works in HR at a chemical company. She improved the employee experience and the health level of the employees by offering a solid schedule of really interesting health programs throughout the year, with guest lecturers, even chefs!
Got anything to add? We’d love to hear from you.