As the American economy emerges from recession, many businesses are now reexamining their marketing materials and realizing that their communications are outdated, ill-prepared for the return of a robust, competitive, growing economic environment. Strategies developed to survive hard times are often the wrong ones for profiting in good times.
Here are five strategies for ensuring that your marketing is fully prepared for the economic recovery:
Promote the most optimistic tone possible. Now isn't the time to hide your strength or to conserve your energy - show your industry leadership by promoting a tone of bold optimism in every written work that represents your company. Every word of every sentence should be carefully crafted to project the good news that your company is doing well, growing strong, and standing ready to carry your customers' confidence to new heights in the coming year. There's simply no room for doubt or even neutrality in the words that represent you to the world.
Stress growth, not survival. Your business survived the recession - pat yourself on the back, but not in public. Some companies begin an economic recovery by merely reminding old customers that they still exist; don't be one of them. Instead, demonstrate how your business grew, evolved and improved in recent years - and is now providing more value to your customers than ever. In communications that mention the economic downturn, don't deny the facts, but present them as historic opportunities for your company rather than ordeals to be survived.
Stress benefits, not costs. A recessionary economy naturally forces companies into price wars, and customers instinctively associate price slashing with a down economy and a shrinking company. Analyze your marketing, take note of any aspect which promises lower costs than your competitors, and replace as many as possible with promotions of your greatest positive service benefits. When the growing economy allows for a price recovery, you don't want to be hamstrung by marketing that promises recessionary pricing.
Remember who your friends are - and why. Your core customer base is the reason you're still in business. Take a moment and thank them for their continued patronage. Take particular note of the reasons why your most loyal customers stand by you, through good times and bad. Ask them, if necessary. As the economy shifts gears, you have an opportunity to discover very profitable facts about your market that can go unnoticed in both recessions and expansions. Learn those facts and refocus your communications appropriately.
Finally, get back to basics. Now's the time to take a good look at your business, in light of long-term goals and your original reasons for being in business. Dust off your business plan, reload your mission statement, and evaluate your core communications in terms of the fundamental principles that make up your company; use your marketing to not only bring in new business, but to also inspire your company to grow great into the vision that gave birth to it in the first place.
Your written communications are instrumental to bringing your company's vision into the world; the coming year is going to bring great opportunity to those businesses prepared to take advantage of it.
As the economy shifts gears from recession to expansion, make sure your marketing does as well.
About The Author
Robert Warren (www.rswarren.com) is a Florida-based freelance copywriter specializing in the unique marketing needs of independent professionals.
When you attend networking functions, what kind of name tag... Read More
If you're reading this article, chances are that you, like... Read More
Use these powerful yet simple tips from the national best-seller,... Read More
Your message is first among your weapons in the battle... Read More
More and more people are realizing that the Internet offers... Read More
Today I've decided to share with you a new word... Read More
One of the most essential things to successful networking is... Read More
No, customers aren't bloodsuckers (well, maybe a few are!) and... Read More
One of the most effective ways to market your products/services... Read More
GETTING INTO MARKETING MOMENTUM: The 5 Power Principles for Getting... Read More
I knew this one would get your attention. How can... Read More
Today's business environment has changed dramatically over the past 10... Read More
Research shows that the gay and lesbian market is worth... Read More
No claim is made that the steps outlined would be... Read More
Wouldn't it be great to have a year where your... Read More
Have you thought about starting your own business? Have you... Read More
The usual complaint from companies is that Marketing simply does... Read More
For generations people have been saying that laughter is good... Read More
Are you planning an event or participating in a trade... Read More
Brochures are a great way to get your message across.... Read More
Conventional wisdom says that the front of a direct mail... Read More
Staying ahead of the marketing curve seems to be a... Read More
Today, more than ever, the success of meetings relies heavily... Read More
A provocation for the coming year, decade, century or millennium.By... Read More
You've had one thousand of the finest, most eye-catching business... Read More
"How to Earn the Right..."Marketing your professional services is a... Read More
Do you ever wonder how some businesses always seem to... Read More
Have you read anything in the news lately about childhood... Read More
"There are those who get things done and those who... Read More
Ann Landers, Dr. Phil and Roger Ebert take pleasure in... Read More
Toby is one of our two family pets (both cats).... Read More
With the increase in number of tradeshows being held across... Read More
Even the world's best marketing strategy won't work for you... Read More
Marketing to women entrepreneurs is not difficult. You just have... Read More
A marketer whose advice I generally respect recently published an... Read More
So you've made a sale. Great!Now what? You're not just... Read More
SMS is good for:? Short lead times and immediacy ?... Read More
Candy, squeeze balls, pens, and key chains -- these provide... Read More
With more and more companies wanting to integrate their products... Read More
The good news is that there are thousands of people... Read More
Every January, trade publications put out a list... Read More
©2004 Jeffrey DobkinIf you're in direct marketing, you're continually looking... Read More
One of the most effective ways to market your products/services... Read More
First I want to welcome you to part two of... Read More
In your marketing efforts, be they on or offline, it's... Read More
"There are those who get things done and those who... Read More
It is well known that Thomas Edison was an inventor,... Read More
Marketing planning must be really difficult and complex, otherwise why... Read More
Regardless of how many forms of promotional material you create,... Read More
1) People are buying in smaller quantities. Our busy lifestyle... Read More
Celebrities are the tastemakers that drive brand awareness and usage.... Read More
I don't know about you, but I am still waiting... Read More
GETTING INTO MARKETING MOMENTUM: The 5 Power Principles for Getting... Read More
Effective marketing for the small business begins with market researchIf... Read More
If you're going to do postcard marketing on an ongoing... Read More
When conducting strategic planning for any company -- online and/or... Read More
When people think about promoting their business, the first thought... Read More
Do you have an elevator speech? Does it get people's... Read More
1) Create systemsCreate systems for everything you do, especially those... Read More
In my view, nearly all government statistics about reasons for... Read More
Many a home business owner has spent sleepless nights thinking... Read More
Here's a simple way you can generate lots of sales... Read More
For many small business managers, finding the time and commitment... Read More
There are four parts to a marketing system and they... Read More
Niches are like bathrooms; you never notice them until you... Read More
Tips on writing great copy for your marketing efforts.It's just... Read More
Marketing |