Business slowing down when it should be speeding up?
December 7 and counting. While most of us have a jam-packed agenda for December with Christmas shopping to be done, parties, last minute things to finish at work, deals to close and family to catchup with, it seems that many small business owners get so caught up in what is going on, that they forget about what the future may hold.
2012 isn't going to be easy. It is predicted that we will see more floods, earthquakes, droughts, heat waves and cold spells as the world's weather patterns show increasing destabilisation but fortunately the world will not end as previously predicted on December 21, 2012.
2012 isn't going to be easy. It is predicted that we will see more floods, earthquakes, droughts, heat waves and cold spells as the world's weather patterns show increasing destabilisation but fortunately the world will not end as previously predicted on December 21, 2012.
The economy is predicted to continue on a downward spiral in many parts of the world and for ordinary Australians, it's going to mean difficult times keeping up housing repayments and staying employed.
So, for business... there is much to consider.
If you have already closed the book on business for the year, think again. An early reminder that things can change very quickly. A fire, a flood or a cyclone could change many people's fortunes overnight, and then the add on effect to the economy and to people's lives can mean disaster.
If people tighten their purse-strings then we will see a very different economy and a lot of small businesses in hardship.
Instead of slowing down... think of changing gears, and revving up for 2012 early.
You might consider;
1. Re-writing your business strategy and marketing plan
2. Finding new and innovative ways to promote your business; social media, guerilla marketing, word-of-mouth marketing campaigns etc
3. Re-fresh your website - IN DECEMBER. Don't wait until January when everyone is looking at your old website, because that's when it's TOO LATE.
4. Develop a new direct marketing campaign; clean up your database, design marketing material and have it all set up to go out in the second week of January when everyone is fresh at their desks looking to start the new year. Remember being creative is everything. A letter alone with your old brochure will not suffice.
5. Ring 20 past customers that would benefit from the changes in your business and organise a meeting in January
6. Go through all the business cards you have collated in the past 6 months and send an email to every person you have met. They may not want to do business, but someone they know might.
7. Set up a referral campaign and provide incentives for people to refer their friends, colleagues and clients to your business.
8. Remember that not everyone celebrates Christmas, so know if your clients faith is in another religion and ensure that you communicate with them appropriately.
9. Don't do the traditional Christmas party. Donate to people in need like Ozchild and help children shine.
10. Get a 'marketing eye'. That may not mean hiring a marketing consultant from Marketing Eye, but maybe it means hiring a dedicated marketing executive inhouse. Someone who is responsible for ensuring that your brand is marketed and communicated to the right people to help grow your business.
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comments ( 3 )
Brendan Moran
15 Dec 2011I’ve just moved out here from England and a lot of companies back home have begun cuts with the marketing departments of their companies and I feel that they have subsequently cut one of their own legs off. The whole point of hiring marketing professionals is that they build bridges to new customers and help strengthen relationships with previous/current clients using fresh, creative and powerful ways.
ReplyThere are so many ways that smaller companies can gain from such harsh economic conditions, when larger companies are taking their eye off marketing it gives the opportunity for smaller companies to boost their customer share by poaching consumers from the larger companies.
Marketing partnerships between smaller companies that target the same audience can be a cheap way of gaining increased exposure in the marketplace as well as providing useful partners that can recycle consumers between the partnerships. I love the unconventional concept of guerrilla marketing and believe that it can be especially beneficial to the smaller companies as they are closer to their customer and are much more agile. However, I feel the most effective way of remaining strong through the imminent bitter downturn is a grassroots advocacy to marketing. Smaller companies depend on the loyalty of their customers, as the larger companies are striving for efficiency, their prices may deflate. Providing an exceptional product with outstanding customer service is not only going to ensure the retention of patrons but encourage the spread of that clientele base, the price of a product isn’t everything.
“For every failure there is always an alternative course of action, you just have to find it. When you come to a roadblock, take a detour.”
Marketing is the act of finding those hidden detours.
Salli
13 Dec 2011Indeed, a very important point to emphasise. While your (prospective) clients will be feeling refreshed after the holidays in the second week of January, your business should start the refreshing process about a month in advance, just so you'll be ready for the clients.
ReplySalli
13 Dec 2011Indeed, a very important point to emphasise. While your (prospective) clients will be feeling refreshed after the holidays in the second week of January, your business should start the refreshing process about a month in advance, just so you'll be ready for the clients.
Reply