100 Business Strategies: Turn blind spots into growth opportunities

Ramesh has been running a tea shop on a bustling road since his younger days. Despite his age, Ramesh's shop stays a local favourite, drawing in a loyal customer base that flocks to savour the taste of his tea.

As word spread, the shop grew busier. Yet, despite decades of experience, Ramesh recently noticed a trend: business wanes from noon onwards during the sweltering summer months.

While passersby greet him warmly, few stop in for tea. The problem is clear—though his tea is famous, the scorching heat deters people from drinking hot beverages.

Blind spots in marketing 

Marketing blind spots are often elusive. We need to recognise and resolve them. Ramesh identified it when his business became dull.  What did he find? 

Customers avoid hot tea in the summer heat, even loyal patrons hesitate to visit. Recognizing this, Ramesh decided to diversify by offering various iced teas.

He prominently advertised the new offering, which rejuvenated his sales. Customers found relief in the iced tea, and slowly, they returned to his shop. Ramesh's initiative paid off.

Even giants can falter

A renowned international company met a similar obstacle while introducing its skincare products to the Indian market. Despite thorough research, strategic planning, and a skilled team, the company faced unexpected challenges as the launch approached.

Focus group feedback revealed a critical oversight—a blind spot they hadn’t anticipated. This revelation was unsettling. Regardless of investments or smart marketing, blind spots can appear unexpectedly.

India's beauty standards differ from other markets, and the company overlooked these nuances, failing to align its products with local beauty concepts. Recognizing this oversight, they had to re-evaluate their marketing strategy.

Addressing blind spots

The initial step in addressing blind spots is acknowledging their existence in any marketing plan. Identifying them requires a careful approach.

Holistic understanding

Marketers should adopt tools and techniques akin to a surgeon using an MRI, exploring the depths of market dynamics. By integrating principles from market research, psychology, and sociology, they can gain a comprehensive understanding of their true customer base.

Open mind

Rigid adherence to a single marketing strategy can create blind spots. Maintaining an open mind fosters adaptability and responsiveness, allowing for strategic pivots when necessary.

Empathy

Marketers should view the world through their customers' perspectives. Developing the ability to discern customer needs, desires, and aspirations can help the early detection of emerging blind spots.

Continuous learning

The marketing landscape is ever evolving. Gaining deeper insights requires observation, learning, and experimentation with new trends.

Blind spots are not obstacles that need be feared. They can be transformed into opportunities for growth. All marketing strategies can have potential blind spots. Nothing is complete  and are subject to change.

(The author, Dr. Sudheer Babu, is an entrepreneur, writer, poet, and management consultant. He is the founder and managing director of Kochi-based De Valor Management Consultants Private Limited. Email: [email protected])