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Secrets
The bit of marketing that’s often missed is the beginning. Not just market research, but who you’re targeting and why.
In a recession we sometimes have to re-consider our target markets either to do a better job reaching them or to add new ones. This article in the Economist shows just how you can identify new customers, in this case marketing to women, has become a bit of a trend of late: http://www.economist.com/business/displaystory.cfm?story_id=13278440
Putting together a marketing plan forces you to identify a profile of your potential customers. Developing a campaign around this whether you have a small or large budget means that you’re more likely to get results than using a “one size fits all” marketing message.
At the moment, businesses are not only sharpening their aim, but choosing to follow up with telemarketing or face to face sales activity because they don’t have the luxury of sitting back and just hoping that some of their marketing will stick. This means that from start to finish we can not only capture data but convert marketing activity to tangible sales.
We’re all in favour of that because marketing should be accountable and it shouldn’t take a recession for us to think about it.
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