It is no secret that the economy is in bad shape. Not just in the United States, but throughout most of the world. And, to make things worse, experts are in agreement that there is no relief in sight.
That means that business owners need new strategies...especially new marketing strategies...to deal with the current economic ills. If you do not have a relatively new and comprehensive marketing plan designed to take you through the current "bad times", you need to get started on one. The sooner the better.
The best way to start is by asking and answering a few basis questions. The first is, who are your customers? The second is, how are they likely to be impacted by the economic downturn? The third is, how will that impact their need or desire for your product or service? From there, you can find a clear path forward.
Some businesses actually benefit greatly from a weak economy. However, their marketing mix and marketing messages may require a change when times are tough.
If you sell ebooks on home-based business, for example, a weak economy may provide increased opportunities for you. But, first you have to figure out how to reach and respond to people who want to supplement their incomes in tough times, and/or people concerned about layoffs. Instead of the tried and true messages about six-figure annual income and spending more time with the family, messages about being immune from layoffs and controlling one's own destiny may be far more compelling, and should probably be at least part of the mix.
If you are selling high end luxury items, your best course of action may be far different. You may want to concentrate on reaching a very targeted group of customers; people able to afford luxury items even in the most dire economic times. Or, you may want to focus on promoting your lower cost products. A CEO who may be unwilling to part with $300,000 for a new yacht may not be reluctant to spend $25,000 for a new mast or a new set of sails.
Lowering prices is always tempting when sales are down, but it is not always a good solution, especially if lower pricing will produce only a marginal gain in volume. Always think of all of the implications before reducing your prices.
Of course, you have to consider what your competitors are doing. A little competitive research to find out where your competitors are putting their advertising dollars and what they are saying about their products can be very instructive, particular if you track them on an ongoing basis to see what they stick with. Remember, you can assume they only stick with promotional efforts that have proven to be successful. And, there are lots of good tools and programs that make competitive research easier than ever before.
Ask yourself the right questions, get the help or do the research necessary to get answers in which you have confidence, and your marketing plan will almost build itself.
Remember that a bad economy does not turn a good product or service into a bad one. If you provide something people needed or wanted last year, it is almost certain that they still need or want it. All you have to do is find the best way, under current economic conditions, to market it. Discover that, and your business can only be stronger, both now and in better economic times. - 16651
That means that business owners need new strategies...especially new marketing strategies...to deal with the current economic ills. If you do not have a relatively new and comprehensive marketing plan designed to take you through the current "bad times", you need to get started on one. The sooner the better.
The best way to start is by asking and answering a few basis questions. The first is, who are your customers? The second is, how are they likely to be impacted by the economic downturn? The third is, how will that impact their need or desire for your product or service? From there, you can find a clear path forward.
Some businesses actually benefit greatly from a weak economy. However, their marketing mix and marketing messages may require a change when times are tough.
If you sell ebooks on home-based business, for example, a weak economy may provide increased opportunities for you. But, first you have to figure out how to reach and respond to people who want to supplement their incomes in tough times, and/or people concerned about layoffs. Instead of the tried and true messages about six-figure annual income and spending more time with the family, messages about being immune from layoffs and controlling one's own destiny may be far more compelling, and should probably be at least part of the mix.
If you are selling high end luxury items, your best course of action may be far different. You may want to concentrate on reaching a very targeted group of customers; people able to afford luxury items even in the most dire economic times. Or, you may want to focus on promoting your lower cost products. A CEO who may be unwilling to part with $300,000 for a new yacht may not be reluctant to spend $25,000 for a new mast or a new set of sails.
Lowering prices is always tempting when sales are down, but it is not always a good solution, especially if lower pricing will produce only a marginal gain in volume. Always think of all of the implications before reducing your prices.
Of course, you have to consider what your competitors are doing. A little competitive research to find out where your competitors are putting their advertising dollars and what they are saying about their products can be very instructive, particular if you track them on an ongoing basis to see what they stick with. Remember, you can assume they only stick with promotional efforts that have proven to be successful. And, there are lots of good tools and programs that make competitive research easier than ever before.
Ask yourself the right questions, get the help or do the research necessary to get answers in which you have confidence, and your marketing plan will almost build itself.
Remember that a bad economy does not turn a good product or service into a bad one. If you provide something people needed or wanted last year, it is almost certain that they still need or want it. All you have to do is find the best way, under current economic conditions, to market it. Discover that, and your business can only be stronger, both now and in better economic times. - 16651
About the Author:
Daniel Z. Kane is a college administrator who has published dozens of brief articles on marketing, online business, online college degree programs, online education for working adults, and related subjects.
