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You Have To
Love A Recession!
The evidence is unmistakable. Multiple in-depth research
studies of the five major recessions of the 20th
Century show conclusively that companies who out-marketed and
out-sold their competitors emerged from a recession much more
stable and more profitable than their competitors.
Companies that only cut expenses did not do nearly as well.
And that in itself is an important point to remember.
Simply put - There is always a cost to cost cutting!
A
slow down in the market results in less money coming in for your
business. And while some cost containment measures may be
necessary, a savvy business owner or manager will choose to make
those reductions where it least affects sales income.
Experienced managers know that when business slows down and
there are less dollars in the market place to buy his products,
he needs to be sure that he stays ahead of the marketing curve
to secure a solid position. And as always, advertising or
marketing can be your best friend or your worst enemy.
Good marketing will pay for itself and make you money. Bad
marketing will only cost you. Let’s take a look at some
different marketing ploys.
Teaser Ads are worthless! Teaser ads alludes to a
forthcoming product, but does not tell the customer about the
product or the brand. The truth is - No one cares!
No one of any consequence anyway. You may have one or two
people tell you that the teaser campaign was cute and attention
getting; but if you really analyze where those comments are coming
from, you will find they do not relate to money coming into your
business. Teaser ads are a complete waste of money.
Image ads are a waste of money if they do not sell. While
name branding is a good thing, it can not be done at the expense
of selling your product. Everyone in the civilized world
knows the Coca-Cola brand, but that doesn’t mean that everyone
in the world buys Coke. Pepsi knew that well, which is why
they spent a lot of money advertising taste comparisons with
Coke. They knew that people would respond to others
telling them that Pepsi taste better, rather than people
standing on a cliff singing save the world. The ads of
course worked, and Pepsi became the number two soft drink in the
world. Yes, Coke still does image ads. It is one of
the benefits of being the world leader in a specific market.
When you become the world’s number one seller of your product,
then you can afford to do image ads. Until then, remember
that image ads are a waste of money, if they don’t sell your product.
Remember that marketing consists of the entire event of
approaching a customer, selling the product and the customer
using the product. Therefore it is important for you to
remember that the end of an event is more memorable than the
beginning. The last thing the customer does in the
transaction is going to be the thing they remember most about
buying from you. Always make sure that the customer ends
his transaction with a positive experience.
Lazy marketers are lousy marketers. If you don’t take the
time to learn what your customers respond to, what they buy and
what they like, and then study ways to let them know that you
can meet those needs, wants and desires, then you are not going
to stay in business very long. Or even if you do stay in
business, you won’t have much to show for it. As a dentist
will tell you, only floss the teeth you want to keep, and don’t
worry about the rest.
CHECK OUT THESE ADDITIONAL MARKETING RESOURCE LINKS:
Assignment for Success
Business Articles;
Assignment
for Success Marketing Newsletter Archive;
Little Known
Facts Business Radio |
