Posts Tagged ‘recession’
As I got in the car to drive to work on Monday, it was with a sense of relief after surviving the usual chaos of getting everyone out of the house on time and in the correct clothing and the right bags and kit for the day. My thoughts then turned to the day ahead and what it might bring. I am lucky enough to be doing a job I really enjoy, that is providing marketing advice and support to small businesses in the area.
Some days of course bring challenges and it can still be hard to summon enough positive energy for the day ahead, particularly on a Monday. What does make this easier for me though, is that the clients I work with are a really positive group of people. We work with business owners who are facing these seemingly tough times, but are amazingly positive about how they are going to make their businesses successful. This positivity really does have a knock-on effect on us, and how we go about giving them the best marketing advice we can. But we are constantly reminded about how hard life is at the moment, with no apparent easy way out of it, all of which we find far too negative. The subject of recession and tough economic times is actually banned in our office.
It was interesting then to hear on the radio, during my journey in, that it was ‘Happy Monday’, apparently the happiest day of the year. According to psychologists, the combination of getting the first pay cheque of the year and booking a summer holiday makes Monday 31st January the highpoint of the year.
‘We each experience an average of ten major happy days every year but none is happier than January 31, or Happy Monday,’ said Dr David Holmes, senior psychologist at Manchester Metropolitan University.
So, I thought are my clients going to be extra happy today? Perhaps not, but what it did make me appreciate is that although the people I work with do face challenging times, they work hard to be positive.
Building your own business, brand or company takes time, energy, and a lot of work. Why do I think my clients are so positive? One reason I believe is that they all set realistic goals and a schedule to work towards them. We work with them to create a marketing plan with realistic business growth objectives. Our services provide the marketing activities which helps work towards those goals. The reward from the time and energy spent on their businesses is realised through those goals being accomplished. If small steps are taken to maintain or grow your business, you are more likely to continue that cycle of hard work, commitment and achievement. With achievement and reward comes positivity, whatever the challenges faced along the way.
So let’s all keep positive, and have a few more Happy Mondays this year, or any other day of the week for that matter.
As the recession deepens (and all those BNI types who still testify that there isn’t a recession, wake up and smell the coffee), businesses are starting to appear a mite desperate. This is when marketing gets a raw deal, especially if the CEOs don’t really understand what marketing is all about.
Looking around and reading the signs, it is beginning to be obvious that companies are waking up that they need to market more online. But their lack of understanding shows that although they furiously update their websites with fancy new designs, they omit to think about the content or how they can communicate better with their customers, namely by interacting with them and getting their feedback through social networking.
If your company is still bogged down in the dark ages, the difference between marketing and sales will still be hazy, muddy and out of date. There is a new concept going about now that may not only confuse, but worry CEOs and Marketing Managers. There is this thing called customer relationship marketing (CRM), and the worst thing is that it happens over a long period of time!
But their balance sheets and cash flow statements are crying out, and the Accounts department report doom and gloom. What to do? The immediate response is to bombard the online marketing world with PPC projects, sales objectives and buy-now strategies. Money is pumped in to make a fast buck – and yes, it works! But only for the immediate future.
But they have forgotten about this CRM thing, which is apparently a real bind because it takes so long to happen. It’s may be really boring, but it is proving to be necessary. Gradually it dawns on them that marketing is a long-term affair, and communicating with prospective clients to really get to know them, understand their needs and desires, work out how they can help them, so that the company becomes a benefit rather than another faceless corporate identity, will have long-term results that can be worked on for many years.
And another thing, it doesn’t cost that much either. Certainly cheaper than a quick blast of PPC when they don’t really know what they’re doing. The ROI may be slower, but the graph is constantly rising, with no signs of those drastic peaks signifying boom and bust, or as Chantal puts it, feast and famine. CRM with its cousin data management will allow further marketing endeavours for future objectives.
And if you know more about what your customers are doing, thinking, saying or whatever, isn’t it easier to adapt your marketing strategies around this? And when the penny drops about social networking, Marketing Managers will begin to realise that here is a place to find out this data with the minimum of fuss and expense, with marketing research tactics at their fingertips and somewhere where people can exercise their natural tendency to chat, communicate, strike up a conversation and create a relationship. With all this at very little cost (except the time taken to monitor it), perhaps this online marketing lark isn’t so far fetched as it previously seemed.