|
|
| Marketing Information |
|
This Information Brought to you by TopWebProducts, knowledge is power. |
|
|
Prepare Your Communications For Growth
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recession, many businesses are now reexamining their marketing materials and realizing that their communications are outdated, ill-prepared for the return of a robust, competitive, growing economic environment.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.
Check out the many ways to use this and learn about all the
aspects of each form of this that is available. Explore and learn
from all that is given here. There are many uses for this
in all of it's forms. For your use from TopWebProducts. |
|
|
|
RELATED ARTICLES
Wife?s Marketing Prowess Helped Edison See the Light It is well known that Thomas Edison was an inventor, a genius, and he never slept. Did you know that Mrs. Edison was a genius and never slept too? She was the marketing guru behind his engineering success. True, Tom had discovered what is today known as the light bulb. When he showed it to the Mrs. Mina Edison, his second wife, she asked "what are you going to call it?" Determining Visitor Types The trade show floor is full of different types of people with different agendas. Some people have specific goals for attending the show; others do not. As an exhibitor your observation and questioning skills will be your key to determining who may be a viable sales prospect. Familiarize yourself with the various visitor types likely to frequent the tradeshow floor. 1. Definites. If you have done a thorough job of preshow marketing, definite prospects and customers will visit your booth. 2. Demonstration Junkies. Watch out for passers-by who are attracted to your booth by a demonstration or other activity. These could be valuable prospects or time wasters. Ask a few short, open-ended questions to find out. 3. Curiosity Cats. These types could be curious about anything ? what exactly your company does, a graphic, who designed your booth, and so on. Do not spend too much time with someone who is just interested in the design and construction of your booth or intricate details about your graphics. 4. Paper Lovers. Some people love to collect literature or just take any piece of paper no matter what it is. Are they attending the show to research the market for a boss? If so, they may be an influencer worth pursuing. 5. Eyeballers. These types are usually extremely friendly; they smile and their whole body language says, "please talk to me." Questioning will determine whether or not they are prospects worth pursuing. 6. Jeopardy Gigolos. Winning contests is their passion. They are always ready, willing and able to drop a business card into a fishbowl for any kind of drawing. Contests that require more than just a business card to enter will help deter these types from finding their way onto your follow-up lists. 7. Keepsakers. Any kind of giveaway attracts these types. They may even want more than one for family, friends and colleagues. Keen questioning will ascertain if this visitor has potential. 8. The Disinterested. Some people in the crowd will simply not be interested in what your organization has to offer. They often let you know in no uncertain terms through their body language; for example, walking by purposely avoiding eye contact or chatting with a colleague. Waylaying these types will only upset them. 9. Hawks. These people attend shows for the sole purpose of selling you their products or services. Publication advertising representatives are a prime example. They are unlikely to be prospects, but you never know. If floor traffic is slow, it may be worth asking a few questions, if only to find out who they could refer you to. 10. Job Seekers. Trade shows are an excellent place to network and look for organizations who may have present or future job openings. As with Hawks, you may want to spend time with them during slow, unproductive periods. 11. Nonentities. These types could be underlings in their organization sent to do some specific research. Never underestimate them. They may be extremely strong influencers. In addition, they probably know whom in their organization you need to contact. Time spent with them could be invaluable. 12. Snoops. Beware of the competition! These types often give themselves away by knowing too much or asking precise questions. Make sure that you do more questioning than talking so that you lessen the chances of giving away valuable information. 9 Highly Effective Marketing Tips Here are 9 low-cost but highly effective marketing tips to help you boost your sales and profits fast. Uncover Your Hidden Markets Want a simple, low-cost way to boost your sales? Just uncover the narrowly defined sub-markets hidden in your main market. Then create special versions of your advertising to focus on the specific needs of prospects in these hidden market segments. Postcards Work What's the fastest, simplest and cheapest way to promote just about any business? How Important is Your Marketing? Bob called last week from Phoenix, Arizona with some stunning news about his web site. He first contacted me in the fall of 2003. He had a web site that was helping him generate a healthy income but he sensed he could be doing even better. He wanted to get more visitors to his web site and get more of them to contact him about his retail liquidation services. Differentiate or Die Sounds pretty harsh, doesn't it? Well, I can tell you from personal experience with both my own business and with my clients, "differentiate or die" is not an exaggeration. Whether you're a small one-person shop or a large government agency, solvency and the future of your business rely on you standing out in a competitive marketplace. 7 Marketing Lessons I Learned From the Muscleheads at Golds Gym Can I share a secret with you? How to Avoid the Line Extension Trap If you follow the prevailing logic of most modern companies, you will inevitably fall into this trap. Line extension is using an existing brand name or image and extending it to new products. Sounds like a good idea, right? Why not use the equity of your known brand to draw attention to a new product? The reason is that you tend to confuse customers as to what your brand means, and in the long run this strategy decreases overall market share. Communication Breakdown - Dont Let It Happen To You Do you have Communication breakdown? Niche with Passion and Reap Your Financial Rewards One of the keys to creating a successful business is finding a market niche that is small enough to corner the market but big enough to make money. Let me tell you about a few people who have done that well, and why it works for them. Create Your Own Rumors A consultant new in the city asked me how I managed to get business so fast. Working for that marketing company definitely gave me a jump start. That's because I already knew about press releases. Only in business a few months and I already had been in two of the local papers. However, it was my male mentors who introduced me to telemarketing. 10 Ways to Get Your Flyers Noticed An inexpensive way to promote your services is to createvarious flyers and distribute them wherever you go -- pinthem to the bulletin boards at the library, bookstore,handout out at networking events, or playing tennis. Hereare 10 tips on how to get your flyer noticed and remembered. Marketing vs Selling - Why Theres A Difference Marketing is something that we do to let people know what products we have to offer. The Most Powerful Marketing Weapon Ever Invented It was probably first discovered out there in the caves or wherever else the history of mankind begun. And yet this weapon has been used so sparingly over the centuries. It is so powerful that those surprisingly few who have stumbled on to it and appreciated and respected its power have ended up making untold fortunes. Peddling Your Own Wagon Through Local Exposure In my e-book "Articles That Sell", I've shared the secret of marketing your business on the Internet. If you've been active in your efforts, you've been writing and publishing free reprint articles. Six Secrets to Creating Successful Tourism Marketing, Websites, Ads, Tradeshow Booths, & More If you want to substantially increase your tourism prospects and sales without a lot of effort and expense, then read on and prosper. You are going to learn the power and impact of the written word. Directional (Not Direct) Marketing Those who believe the web is not a direct response medium should think again. A recent study conducted by AdKnowledge and published in their recent "Online Advertising Report" suggests that 60 percent of total website conversions occurs in the first half-hour. In other words, based on the study the bulk of your visitors will likely buy within the first 30 minutes. Slogans: Creating and Using Them In Life, Career and Business Information is coming at us from all directions nowadays. This pace requires us to demand that we receive it fast and predigested in order to inch ahead of the game. This also requires a new filing system method for storing the bites and bytes. Secret of Strategy - Part 1 I'll bet you think you already have a strategy.
|
| home | main | site map |
| TopWebProducts © 2006 |