by Rebecca A. Novack | The Daily Anchor
Every Monday The Daily Anchor features an exclusive article by advertising sales expert Rebecca A. Novack. Miss Novack has sold advertising for The San Francisco Examiner, Clear Channel Communications, 7×7 Magazine, Marin Magazine, and Morris Visitor Publications (Where Magazine and Guestbook.)
Stretch your Marketing Dollars; Don’t Cut Them.
2009 brings smaller budgets, but that just means your marketing department must work harder to evaluate the marketing channels at hand. Make sure you choose the best one(s) for YOUR company and don’t fall into the trend of following what other companies are doing. The current state of the economy is a perfect excuse to reevaluate your media buy and explore other options.
Don’t be a Follower
Set the new trend of marketing creatively to assure you are changing your message just like consumers have changed their ‘09 buying habits. “Going Green” is an obvious trend from 2008 and expect it to continue in 2009 but don’t try to forcefully market your product just because going green is a new trend in marketing. If you really have green products or need to brand your company as environmentally friendly, then this is an important marketing channel to stay in. For example, Chevron launched a campaign to ease consumer’s guilt when buying gasoline. Their campaign sugar-coats gasoline consumption and diverts customer’s thoughts by promoting their green initiatives. Even though this has campaign has been effective for Chevron, it doesn’t mean you should follow it. If you own a restaurant on the water, push the great views and specialty dishes, not that you’re green because you recycle.
Focus on the Customer
Now is the time for all companies to focus on customer satisfaction and keeping the customer retention rate high. Quality of customers beats quantity of customers in 2009. Don’t dilute your marketing efforts by spreading yourself too thin over too many channels. Focus on reaching your niche market and making sure your marketing ROI is steady.
I’ve scoured the web for the best ‘Top 10 Marketing Moves in 2009′ list and was disappointed by what I found, but each had a few good tips that were beneficial for those marketing in 2009. Here’s mine…
Here are my Top 10 Marketing Predictions and Pieces of Advice for 2009:
1. Smart organizations will continue to market through the downturn.
I don’t care if you have to fire the janitor and carry the trash out yourself. Do not cut out your marketing budget at all. If anything increase your marketing budget. Let your competition cut theirs. When you increase your spending, you increase your share of voice. If your competitors cut back, your message grows even stronger.
2. Marketing activities will be put under the microscope and marketers will be held accountable for their success or failure.
Yes, marketers need to be smarter and have data to support their marketing efforts. Be organized and stay on top of what is happening in your industry. Insight and innovation are your keys to combating down economic and business cycles.
3. Marketers will turn their website into the most important lead generation and customer engagement tool.
You may not be able to pull people into your store or business, but don’t lose them online. To capture them online, start a corporate blog and publish original and compelling content that will interest your target customer. It will give them an excuse return to your site on a weekly basis.
4. Marketing programs that aren’t producing returns will be cut much quicker. Do your research and measure ROI.
You may have been advertising your business on the radio for the past 10 years, but reevaluate why you are using radio. A lot has changed in the radio industry in the past 10 years. People are glued to their iPods, subscribe to satellite radio, or use their car time to listen to books on tape or catch up on the news (NPR.) In the last 10 times I’ve been a passenger in a car, not a single driver had the radio on. NPR, Satellite raio, iPods, and sweet silence. Avoid getting into a rut by reevaluating your media options EVERY year.
5. Develop a strategic marketing plan.
If you plan ahead and educate yourself on all your options you will save money and have a better chance that you are not sending your message to the wrong place and the wrong audience. Start working on your marketing plan right now.
6. Marketers: use your ad sales rep as a consultant and get more out of your ad buy.
As a sales rep, I want my clients to challenge me and ask my advice on different media products, what I think of their website, and most of all – what I can offer them as added value. I am blown away by how many people do not ask for ideas or added value opportunities. Your sales rep is connected to many industries and attends many events that you too could benefit from. It can’t hurt to ask.
7. Customer satisfaction will keep you in the game.
Sales, discounts and lower prices are great, but they are not the solution. Quality and service are now a priority on top of lower prices. The American consumer will still buy a new flat screen if they want to, but they are sure to look for the company that will also deliver and install the sucker on their 6th floor walk-up flat. Go above and beyond just checking a customer out and swiping their credit card. Reassure your customers by implementing marketing strategies that allow buyers to feel less of a risk by doing business with you.
8. Don’t panic. Stay positive.
Consumers are just as fearful of the economic fallout as marketers, so remain cool and do not act out of fear because it will only make things worse. As an advertiser/marketer you can contribute to the fear or you can help diffuse it. If consumers feel at ease with your tone they will also feel comfortable with your services/products.
9. Get your company involved in sponsorships, events, and volunteer efforts in your industry.
There are tons of industry-related events around town. Set a goal to attend at least one event a week that will surround you with those in your industry or your target demographic. Get your company’s name out there in creative ways: sponsor an event in your area or volunteer the CEO to participate in an expert panel. These are just a few ideas that will boost your exposure in non-expensive way.
10. Expand your use of online marketing tools, especially as a small business.
Online marketing is less expensive than other media products and is often more effective than traditional approaches. Although online marketing can be complex, many tools and basic guides are available for small business marketers. This does not mean cut other media products, but boost your online exposure for high results.
My Top 10 Marketing Predictions and Advice list is a general idea to keep your marketing on track. Not all businesses will be able to relate to all 10 predictions, but they’re all important things to think about when planning your marketing in 2009. Most importantly, stay positive and as I always say…”You can’t make an educated decision without looking at all the facts.” Do yourself a favor and research where your marketing dollars are going and if the channels being utilized are really returning the results you are paying for.
Have a great week and see you next Monday.
by Rebecca A. Novack | The Daily Anchor
Photo credit: FaiseL HamadaH
