Creating Your Marketing Blueprint In 9 Simple Steps

The Corporate Boutique Journey Story

As a young girl growing up in Harvey, IL, I made a pact – that some day I would own my own business - just like both of my parents. Born into a family passionate about entrepreneurism, I’ve spent nearly 32 of my 39 years of life playing the role of the entrepreneur team player. At the tender age of seven my brother and I created many businesses. We sold everything from candy to cattails from the corner canal.

In our family, opinions counted, and so did laughter. At the Juniors’ home you would often witness business transactions, event planning, promotional programs being created and new product concepts being developed. We made decisions such as: which songs should be selected for an up and coming album (brand decisions), we often put on concerts and events, we determined the target and locations (demographics); we planned and purchased the necessary media needed in order to reach our target (media planning and buying). We created price point outlines for ticket sales, we selected the dates for the show (seasonality); we reviewed conflicting local shows and events as it related to our target (competitive analysis); and sometimes, we suggested which outfits The Dells should wear for performances (some will call this packaging). We didn’t know it at the time, but we were creating all of the components needed to facilitate a marketing blueprint. It was grassroots marketing at it’s best!

We understood years ago the importance of maintaining the brand and it has been a part of our family foundation. I’ve witnessed my father perform, even after hearing one of his loved ones had passed away. My mother, driven by her bible-based knowledge, had a favorite saying: “Kill people with kindness, and treat people the way you want to be treated.” Full of loving smiles and patience, she clearly understood how to develop our life principles, based on facts, and sound advice. My parents set a great example for my siblings and myself. They are advocates of information and research seeking. We often discussed new findings, shared opinions and assumptions as a family (some would call this a non-traditional focus group). This explains my love for information, history, and the ability to make a logical decision based on a series of facts.

After dinner, we often contributed to major decisions that played a part of both my parents’ businesses. My mother Ruby Junior, proprietor and stylist of Just The Right Touch Salon and my dad Marvin Junior, lead singer of The Dells, the legendary R&B group that has had 46 billboard hits in 50 years of recording. The Dells have set an exemplary example, that has beaten all odds, but most of all they live by a rhythm most say doesn’t exist in the music industry. The secret? It’s simple: They have integrity and genuine love for each other, fifty years later they still call each other every day for a good cheer and continue to perform. We’re a family branded with a belief system that often beats out peer pressures.