Using the recession to your advantage for marketing your company
http://www.ducttapemarketing.com/article/articles/1072/1/Using-the-recession-to-your-advantage-for-marketing-your-company/Page1.html
Jeremy L. Knauff
Jeremy L. Knauff entered the United States Marine Corps immediately after high school, leaving at the rank of Sergeant to pursue new challenges after four years of honorable service. He then spent the next several years in marketing and advertising positions with various companies throughout Florida. He currently resides in South Tampa, where he manages Wildfire Marketing Group, a marketing company that specializes in helping small companies to compete with the bigger companies and win. Wildfire marketing group offers website design, graphic design as well as a variety of other marketing services. By Jeremy L. Knauff
Published on 01/25/2009
When people hear the word “recession” their reaction is usually fear, depression and uncertainty, but it doesn’t have to be that way. Companies built on weak business models are often devastated during these times, but the companies built on solid business fundamentals not only succeed, but often flourish despite the challenges in the market. If you take the steps to set your company apart from the competition, this recession can be an opportunity for you to advance instead of something to be afraid of.
Using the recession to your advantage for marketing your company
When people hear the word “recession” their reaction is usually fear, depression and uncertainty, but it doesn’t have to be that way. Companies built on weak business models are often devastated during these times, but the companies built on solid business fundamentals not only succeed, but often flourish despite the challenges in the market. If you take the steps to set your company apart from the competition, this recession can be an opportunity for you to advance instead of something to be afraid of. The first thing that you need to do is revisit your marketing materials. Do they present a clear and powerful image? Do they differentiate your company from your competition? If not, it’s time for a makeover, and your first priority should be your website. Did you know that over 83% of your potential customers will visit your website at least once before choosing to do business with your company? That’s why an effective website design is so important. Fortunately, 0% website financing is available these days, allowing you to get the website you deserve while still allowing you to manage your cash flow. Your next step should be to look over your business cards, brochures and other printed materials, and have them redesigned to match your new website. This ensures a consistent brand image and makes your company appear more professional.
With your new marketing materials in place, it’s time to start going after new business. Keep in mind, business as usual simply won’t work. Look for the marketing tips that will let you stand out. When times are tough everyone and their brother will be hammering the phones or trudging into offices trying to land new customers. You’re approach will have to be different. Sales calls, whether on the phone or in person can still be effective, you’re just need to reach your prospects when they may be more receptive. Early in the morning and after-hours are going to be your best bet because you’ll have the chance to reach the decision makers when the gate keepers aren’t around. You can also reach your prospects by becoming a source of valuable information for them. You can do this by holding seminars, publishing a book or whitepapers, speaking on television or radio programs. Basically, you can use any approach that puts you in front of your prospects and establishes you as an expert in your field. This has the added benefit of causing your prospects to come to you rather than you seeking them out.
When it comes to converting your prospects into paying customers, they key is to make it easy for them to do business with you. If you sell a product, make sure that your pricing structure is clear and simple to understand. If you sell a service, as is the case with IT firms, public speakers or consulting companies, you may want to consider developing standardized packages. While your packages may not be the right fit for all of your prospects, they will at least provide them with a starting point. You should also provide multiple ways for your potential customers to purchase from your company, to include a sales staff, telephone, mail and online channels. When they can utilize the channel that they are most comfortable with, they will be more likely to purchase from your company.
The final thing you need to consider during these challenging times is that attitude and determination are everything. Most companies are going through the same difficulties right now, but what separates the successful ones from the failures is a positive outlook and the drive to keep going despite trying times. You can be successful if you take a different approach than your competitors, keep working hard and stay positive.
With your new marketing materials in place, it’s time to start going after new business. Keep in mind, business as usual simply won’t work. Look for the marketing tips that will let you stand out. When times are tough everyone and their brother will be hammering the phones or trudging into offices trying to land new customers. You’re approach will have to be different. Sales calls, whether on the phone or in person can still be effective, you’re just need to reach your prospects when they may be more receptive. Early in the morning and after-hours are going to be your best bet because you’ll have the chance to reach the decision makers when the gate keepers aren’t around. You can also reach your prospects by becoming a source of valuable information for them. You can do this by holding seminars, publishing a book or whitepapers, speaking on television or radio programs. Basically, you can use any approach that puts you in front of your prospects and establishes you as an expert in your field. This has the added benefit of causing your prospects to come to you rather than you seeking them out.
When it comes to converting your prospects into paying customers, they key is to make it easy for them to do business with you. If you sell a product, make sure that your pricing structure is clear and simple to understand. If you sell a service, as is the case with IT firms, public speakers or consulting companies, you may want to consider developing standardized packages. While your packages may not be the right fit for all of your prospects, they will at least provide them with a starting point. You should also provide multiple ways for your potential customers to purchase from your company, to include a sales staff, telephone, mail and online channels. When they can utilize the channel that they are most comfortable with, they will be more likely to purchase from your company.
The final thing you need to consider during these challenging times is that attitude and determination are everything. Most companies are going through the same difficulties right now, but what separates the successful ones from the failures is a positive outlook and the drive to keep going despite trying times. You can be successful if you take a different approach than your competitors, keep working hard and stay positive.