News
5 Tips to
Recession-Proof Global Marketing
by Laurel Delaney
How do you keep your sales strong in a sluggish
economy? Nowadays, marketing seems to be a matter of
building a better mousetrap and offering it to
customers at a lower price and hoping like heck they
have mice! But there are always things you can do
that will keep you posting higher sales and profits
regardless of the economic climate.
This is recession-proof global marketing: Instead of
waiting for the recession to end, you need to take
aggressive measures now to insure that you will come
out of it stronger than before. Companies that do
well during an economic crisis are proactive, not
reactive. They seek out new opportunities and
respond quickly to changes in the marketplace. Here
are five recession-proof tips to use in your global
marketing efforts:
1. Offer something that will provoke a heartfelt
"It's about time!"
If you are hearing the same complaint over and over
wherever you go — and you'll hear complaints aplenty
during a recession —then it's time you listened. See
if you can create a product or service to solve a
problem, satisfy a need or add value. These
innovations extend product life cycle, expand the
marketplace and open consumers' imaginations. In a
high-pressure marketing climate, you will need to
improve your existing product or get creative and
come out with a new one.
2. Great sportsmanship pays off.
Be always on the "outs" with your competitors. This
doesn't mean being hostile or underhanded —it means
out-servicing, out-performing, and out-lasting them.
Be a clean but keen competitor. If your customer
says, "But Bob can get me this same product for 10%
less," then say, "That's a tempting package. Let me
look into it and see if I can match it." This buys
you time to study Bob's game, i.e., check out how
he's able to make this offer, and put together a
winning counter-offer. The next day you can tell
your customer, "Bob's prices are 10% lower, but I
can give you a satisfaction guarantee, a special
trial offer and a higher-grade product than Bob's."
Your customers will be assured they've got an
excellent deal, and you'll win their business fair
and square.
3. Make yourself available.
Be here, there and everywhere —that's what gets and
keeps the business. Attend the dinners and socials,
show up for the sales meetings, participate in
community affairs, return phone calls and emails,
send noteworthy clippings, volunteer for charitable
efforts. Keep yourself exposed during the slump, and
when the economy picks up your customers and
suppliers will think of you first.
4. Keep in touch.
Don't let your communications fall off when business
is slow —if anything, step them up. If you've been
communicating once a month with key contacts,
increase it to once a week. Keeping at your business
operations when nothing's happening shows your
character and commitment. We always remember the
friends who stand by us when the going gets tough,
and business relationships work the same way. If you
keep letting your customers and suppliers know how
valuable they are to you during tough economic
times, you'll reap the rewards when things improve.
5. Dare to be different.
Cut loose and do something wild. Show some energy!
Look alive! If you were offered the same product at
the same price by salesperson A and salesperson B,
but salesperson A gave a presentation that made you
smile, who would get your order? Put a sense of fun
into your global marketing efforts. Send
eye-catching subject lines in your emails that add
spice to routine communications. Phone your
customers once in awhile so they can hear your voice
and know they're dealing with a human being. Send
flowers with your product catalog tucked inside.
Have a friend take a goofy photograph of you toiling
up a sunny hillside with your product strapped to
your back, caption it with something like "Things
are looking up —thanks for your business!" and mail
it postcard-fashion. Good will and good humor keep
us all going, especially in a poor economy —so don't
be afraid to get a bit wacky. It will capture your
customers' attention and set you apart from the
crowd.
Recession-proof global marketing means making your
own opportunities and laying the groundwork for your
own future prosperity. It all boils down to being
ten times as persistent and creative as usual, and
taking charge to shape your own global marketplace.
So don't be cowed by grim economic reports. Be
bolder than ever. You'll not only survive —you'll
flourish!
Source: Modern Postcard Mar. 2008
issue. Laurel Delaney is the founder of
GlobeTrade.com. She can be reached at ldelaney@globetrade.com.
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