CONFIDENCE IN YOUR MARKET?

Global and national economic times are tough, yet we face some of the toughest challenges as humankind ever. The future of our economy as we know it, growing poverty and the huge challenge caused by the impact of our civilisation on the environment - global warming.

Somewhere inside these issues lie golden opportunities for the entrepreneur - with the mind of the fox.

Many clients are cancelling advertising budgets - an easy target during times of recession. Yet, are you ready to throw away all of the past equity you have added to your brand by diminishing your marketing efforts? Advertising and other media promotion efforts are strategic endeavours. Brands are not built overnight, but rather along the lines of a consistent long term campaign, supported of course by product performance or service that meets the promise.

As a strategic long term effort, it is hard to contradict what the Harvard Business School has to say about  holding the lone during difficult times:

“The company courageous enough to stay in the fight when everybody is playing it safe can bring about a dramatic change in market position.” HARVARD BUSINESS REVIEW

The gift of the 21st century is the gift of choice. How many businesses have had the foresight to test and try all the new media presented by the digital age?  It's not necessary to cancel or postpone your marketing efforts. Maybe adjust the channels ...

RECESSION BUSTING MOVES

With the economic outlook not great for 2012 one line cost item that often is cut by management is advertising and marketplace communications. Big mistake.

Here’s why:

More than 50% of commercial and industrial clients still use print media publications as their informative source of reference. Of these readers, a large majority are in senior decision making positions - not having the time to learn and adapt to the messages of the social media on the web. Readers such these are looking for well written, informative content, supported by logical arguments. The web is not ideal for this.

So you want to keep your media presence, yet reduce expense. Here are my suggestions for you:

1. Use the editorial channel on an organized, sustained basis. You pay only for the time spent on researching and preparing the content.

2. Use a professional, dedicated service provider to prepare this content.

3. Take a serious look at your current advertising with a view to: 

• Eliminating crossover between your targeted groups.
• Audit - size and content of message

 4. Employ specialist communications service providers, such as freelancers. The days of the large corporate advertising dodo companies are over.

5. Use social media - YES - but use it wisely. Intergrate it into a plan!

Save money. Get it right first time.

When you want to do these things, talk to Energy MC. The time is always right.