date added:2009-03-16 21:07:55 | modifed: 2012-02-26 02:49:27
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A marketing strategy that survived the great depression
Many businesses who do all the right things fail even in the best of times. So we know that it takes more than doing all the "right" things. It takes a mix of timing, smarts, tenacity, and a maybe a little luck to build a successful business. But many businesses thrived during the great depression and built brands we still know and love because they did the "right" things. What did they do right?
~ They made it service first, not money.
~ They operated as a going concern, and treated the market as a "going concern". They assumed that people would continue to spend money.
~ They created markets for products and services that people needed at a price they could afford at that time.
~ And most importantly, they maintained consistency in their advertising and promotion - they didn't disappear or play peak-a-boo with their market. This allowed their market to keep and grow confidence in their product and financial strength.
So, if the marketing budget is slashed, what do you do? Concentrate on perfecting your message and keeping your brand top of mind. Then, whatever delivery method you can afford, put a consistent program in place. Persistence and consistence are key.
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Keep the Energy Flowing for Free
~Customer Retention: find out what your customers are experiencing before they decide to leave!
~Local listings, business directories, and industry directories on the web.
~Authentic positive customer reviews are priceless on free review sites like CitySearch and Yelp.
~Word of mouth: tell people about your business and listen to them about theirs -- then you can both spread the word.
~Contests: a simple giveaway can stir up a little excitement.
~eNewsletters: if you send out a newsletter put extra thought into your message and 12 month newsletter strategy. Thinking and planning are free!
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Time Worn ?
Over time some of our marketing basics can slip a little. Here's a checklist of items that may need updating, freshening, or maintenance to keep you competitive and up to speed when it's most important - now!
~External Signage & Storefront
~Website
~Elevator Speech
~Networking Schedule
~Lead database |
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Manners or Marketing?
It can be a small world and basic good manners may reap unintended benefits. Here are two client stories that made us think more about our good manners:
1. A business owner was charged with forming a committee of peer businesses for an industry association. She wanted to invite a direct competitor to participate. Meanwhile, her staff received a call from "a customer" asking unusual questions about the operations of her business. When asked, the "customer" lied about her name, location and business. The call was traced back to the competitor, who was crossed off the committee invitation list.
2. The director of a charity stopped communicating with a vendor when the budget was cut and was unresponsive when the vendor requested a reference. Later, the vendor received an inquiry from the charity's IT department requesting that he donate a server to the organization. The IT department did not receive a response from the vendor. Had the original relationship been nurtured this organization might have won itself a free server and been able to help more people.
It just goes to show that observing common manners can make a difference in many "small" and unexpected ways.
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March 2009
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FREE $20 COFFEE CARD
SHARE AND WIN!
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S P O T L I G H T
Online market is more competitive than ever - can you do better business on the web?
Talk to us about our 9 point website analysis (starting at $250)
Find out more!
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Copyright ©2009 Malaga Corp. All Rights Reserved.
2855 Telegraph Ave., Suite 203, Berkeley, CA 94705
One Industrial Blvd., Suite 100, San Francisco, CA 94127
By appointment only, please.
(510) 704-1777
(877) 477-7847 toll-free
(510) 295-2471 fax
malagasales@malagacorp.com
www.malagacorp.com
Toll-free 877.477.7847 |
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