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Strategic Marketing Solutions

Idea Farming - Asking Questions to Develop a Marketing Plan

March 27th, 2010
As a Marketing Strategist (and Idea Farmer) with Williams Web, I spend a lot of time working with clients to develop strategic marketing plans. At the beginning of a new strategic marketing session, I like to engage the group in a process of Question Storming.  Everyone takes 15 minutes to write down as many questions as possible on sticky notes.  The questions can be about anything: improving customer service, reducing cost, new advertising mediums, etc.  

There are usually lots of irrelevant questions in the beginning like "what are we having for lunch" or "why does the statue on LOST only have four toes" but by the end of the process, you end up with a lot of great questions that the group works together to answer.

It is in the answering process that the real idea farming happens.  People start to think about how to solve problems, how to change the way things are done and how to create a greater return on their marketing investment.  And while not every idea is immediately useful, the process of getting people to develop, consider, debate and approve new ideas is invaluable.

Next time you have a problem to solve, a project to manage or a marketing plan to develop, consider using Question Storming.  I think you'll be impressed with the harvest of new ideas.

Posted by Kent Callison | Topic: Marketing

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