By Ronald Heider
With many believing the recession is over (or at least coming to an end), the time to get proactive with your marketing program is now. Here are several ideas to get your organization moving and new customers coming through your doors.
Idea #1: Tune out all of the talk & discussion surrounding the current economic condition. Stay focused on your goals and the objectives you've set for your company.
Instead of focusing on the unemployment figures, have you considered communicating with those who have a job? The fact that *900 of every 1000 adults have a job and bring home a paycheck should be reason enough to be optimistic that your goals can be met.
For those in the B-2-B arena, I guarantee your sales staff can find people to talk to if your product / service improves sales, customer retention and profits or lowers costs.
Idea #2: Create clear and specific goals. You'll never hit the target if you don't know what you're aiming at. How many widgets would like to sell each day? How many new customers would you like to see in your store? What level of market share would you like to own?
Aim for the stars, but know which star you want to land on.
Idea #3: Develop a consistent and sustainable marketing program. Don't fall into the trap of spreading yourself too thin. Many companies want their ads to be everywhere - newspaper, TV, radio, direct mail, sports programs, etc., when in actuality; they barely have enough money to campaign effectively in one medium.
Because they buy a couple ads in a lot of places, they think they're covering the market. Unfortunately, this strategy doesn't work. As the old cliché goes, they end up "winking at a girl in the dark" – they know they're doing something, but no one else does.
If you want your marketing program to do its job, it needs to be focused – focused media, focused message. Many times the media decision is based on the message. What medium can best tell your story? Which can you afford? Which reaches your market? Which one isn't your competition using?
Idea #4: Establish a budget and stick to it. It doesn't have to cost a lot of money. A small but consistent schedule, with the right message, properly placed, will make a surprising impact over time. As business grows, other media can be layered on. However, your message and your core media philosophy must remain consistent and continue intact.
Idea #5: Tell your story. True, long-lasting success comes to those who find a way to tell their own story in their own way. While imitation may be the greatest form of flattery, copying a competitor rarely translates into higher sales. A real message with real benefits, consistently presented to a properly-targeted market always works.
Idea #6: Get your team on-board. Openly communicate with your staff what the plans are. Share with them your vision and where you want your company to go. Ask for their input. Bring in a bag of bagels for an impromptu brainstorming session and see how fast your employees become team members. Some might even become an evangelist.
By getting proactive and developing a plan, you can finish 2009 on a high note and set the tone for years to come.
(* - average unemployment figures from September 2009)
Ronald A. Heider is a 20+ year veteran of the advertising, marketing and media industry. Working with retail and consumer-oriented advertisiers, he can be reached on line at www.ronaldaheider.com, or by e-mail at ronald@ronaldaheider.com.
Source:www.isnare.com |
