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If you have a business that has been around for “a while” and, well, maybe people know what you do, know what to expect then you may be looking for ways to brighten up your image, to modernize it a little.

If you’re the local No 1 then you can get away with advertising “Even more of the same next year” but if you’re not at the top of the pile then – you need to start bridging the gap between you and the next company up in the pecking order.

Other articles have discussed how to identify your target market, what language they speak and getting your message in front of them. This is all about how one business has done that, and has succeeded in getting massive, even world-wide publicity just by thinking of what their market is looking for, and how to give them more of it.

You may not be a fan of US Hockey (or Ice Hockey for some), so here’s a summary of what the NHL have done. They have teamed up with comic maker extraordinaire Stan Lee – he will create a super-hero character for each team in the NHL, and then write them into a new comic book series. Here’s what “The Flyer” from that series looks like.  (More at http://sbn.to/fq99Ry)TheFlyer

How does knowing this help you?

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Well, what attracts your target market to you? And – how can you give them more of it? Let’s explore the NHL Guardian Project and find some pointers for your business.

What does the average fan experience when they watch the NHL? Lots of action, some (controlled) violence, lots of excitement, and everything in motion all the time. Now think of the average super hero comic – lots of action, (pretend) violence, excitement and movement all the time.  I say ‘pretend’ violence in comics because no real person is actually ever hurt by any violent act in a comic.

Both products are in entertainment, both appeal to nearly the same demographic and where there is a difference the comics reach a younger audience. How’s that for adding a new product line AND building tomorrow’s fan base at the same time?

Your business might not be able to star in a new comic strip – but it can certainly look beyond what everyone else has done and bring another product line in, and maybe also appeal to a younger demographic.

Take a look at our marketing entries to get some ideas on how to identify your demographic and what they are looking for. Use this example as a way to think waaay outside that square!

Tell us what ideas you come up with and the best one will receive a copy of “The Most Important Letter in Business” and find out the eight areas of your business that maximise profits.

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