Summer 2009 Edition

Are You in the Market?

This current economic downturn doesn’t mean that you have to stop all communication to your current or prospective customers. What’s the old adage? When life gives you lemons, make lemonade!  Consider some of these simple tips to market your company regardless of the current climate:

1.  Concentrate on activities that prompt your customers and prospects to contact you by email or by phone. Consider offering simple, free merchandise (posters, hats or other items you already have) or free quotes and assessments. Announce the offer on your Web site or through a press release to your local newspaper or a favorite trade magazine.

2.  Make sure your marketing communications reflect your sales team’s strategies. Tailor your communications to the specific markets where your team sees customers buying. This strategy also builds on the idea that your best future sales prospects are your current customers.

3.  Don’t try to market all of your products or services. Instead, focus on the 20 percent of your product or service line that generates 80 percent of your sales. This builds on the “80/20” rule, also known as the Pareto principle. If you aren’t familiar, a quick Google search will give you the low down!

4.  Be selective about your ‘audience.’ If you are creating marketing materials or making offers on your Web site, think about the prospective buyers you want to respond to it and tailor your communications accordingly. Remember, you can’t entice everyone to respond, but with a specific message you can get the right ones to do it!

5.  Make your marketing ‘doable,’ by creating a simple, steady plan and sticking to it. Don’t plan on a single big event or marketing campaign. Instead focus on consistent activities, such updating your Web site with news or offers each month. This will help create a steady steam of communication that increases awareness about your company.

So there it is…now go get yourself back in the market!