Okay, I'm done writing for a few days. There will be at least 3 or 4 articles a day over the holiday weekend. Here's one last one before I slip into vacation mode, direct from my email, to your eyeballs:
Dear Scott,
Marketing Lesson #23: Good Signage is the best investment in advertising you can make besides a better location. - Dave Young, Wizard Partner
In this issue:
1. Three Marketing Ideas to Get You Through the Recession
2. Make Your Mission Statement Ring
Your goals are your own business. Helping you reach them is ours.
Craig Arthur - Wizard of Ads Australia
PS. Have you booked your seat to Boom Your Business, Nashville? (Aug 1st & 2nd)
1. Three Marketing Ideas to Get You Through the Recession
If the winds of change haven’t reached the sails of your business yet, they will. Guaranteed.
"Yes, you’re feeling the pinch. But don’t go all Wolverine on us and slash your marketing budget to shreds."
By Michele Miller, Wizard Partner
Here are three things to keep in mind to help weather the storm:
1. Don’t focus on growth – focus on staying even. Over the next two years, it will take all of your wit, cunning, and common sense to maintain your current revenues, let alone grow. If your year-end financial reports show that you stayed even with the year before, you will have done a tremendous job of remaining steady at the wheel. And if you experience single-digit growth, grab a handkerchief and crank up the Greek dancing tunes, ‘cuz it’s time to celebrate. The key is efficiency – making the highest and most effective use of your marketing and operating dollars to streamline your message and customer experience.
2. When it comes to customers, there’s a pecking order. Even in good times, smart marketers know that the care and feeding of existing customers takes precedence over capturing new ones. These are the folks who already believe in what you do; give them consistent, genuine TLC and never stop asking them what you can do better. In return, they will remain loyal to your brand. Depending on your business category, they may not be able to afford what you sell today, but by not forgetting them during the tough times, they’ll think of you first when they’re once again flush and ready to spend. Building brand confidence and love can’t help but generate good word-of-mouth about you – some of the smartest (and cheapest) marketing you’ll ever do.
3. Don’t stop taking chances. Now more than ever, it’s critical to continue branding your business in the hearts and minds of customers. Yes, you’re feeling the pinch. But don’t go all Wolverine on us and slash your marketing budget to shreds. Keep on keepin’ on, and mix it up a little. There’s good advice in Roy's memo How to Make Business Good When Times are Bad. Have you built your business on low, low prices? Start talking about the “relationships” you have with your customers. Have you created good brand mojo through meaningful connections with customers? Extend it by telling them you feel their financial pain… then lower your prices just a tiny bit. (If you’re successful at being as efficient as you possibly can be, it gives you the breathing room you need in order to do this.)
Things are scary and are going to get scarier. Concentrating on even just one of the three tips above will give you a clearer focus and a steadier hand; delivering all three at a high level will definitely keep you dancing through the roughest of waters.
From the Editor: Michele Miller is our resident "Marketing to Women" specialist. Actually Michele is in the top 3 researchers in the world when it comes to Maketing to Women. (If not THE Number 1) Michele's diary of engagements is normally booked out 9 to 12 months in advance, so if you get the chance to hear her speak... do it.2. Make Your Mission Statement Ring
An extract of the Monday Morning Memo dated 23-6-08 by Roy H. Williams
“The fundamental shortcoming of most mission statements is that everyone expects them to be highfalutin and all-encompassing. The result is a long, boring, commonplace and pointless joke. Companies are all writing the same mediocre stuff.”
- Guy Kawasaki
Most organizations try to define themselves by telling us what they believe in, what they stand for. But self-definition isn’t believable until you tell us what you stand against.
Do you want your mission statement to be read, quoted, cussed and discussed? If so, don't tell us what your corporate culture includes. Tell us what it excludes. Tell us what you’re fighting against.
Most mission statements are pointless for the same reason most ads are pointless:
1. They're not written to provide focus or clarity.
2. They're not written to separate you from the pack.
3. They're not written to persuade.
They're written not to offend.
My first book, The Wizard of Ads, was named Business Book of the Year 10 years ago. Do you remember the subject of its very first chapter?
Closing Thought...
When it comes to marketing your business...
"Get off your tush and do something." - Princess Pennie
See you next week.
Craig Arthur & The Wizard Partners
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