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Marketing in Challenging Times
Hard times create opportunities. That's why this is the ideal time to attract a larger share
of a decreasing market. Many of your competitors are too anxious to focus on marketing.
They're cutting costs, scrambling to maintain operations and looking over their shoulders waiting
for the next shoe to drop.
Not you. You know that if you disappear now, so will your prospects, referrals and
opportunities – especially if your audience includes high net worth individuals and the
"creative class."
So step up to the plate. Exceed everyone's expectations. Maintain strong brand presence
by using these action steps to jump-start 2009.
Create a new vision. Write a quick-glance marketing plan
with big new goals. Focusing on survival is thinking short-term. Plan in terms of 5,
10 and 20 years.
Don't stop marketing. The market is not ending, but
contracting. Your goal must be to increase your share of that shrinking market.
Keep your name/brand in view and in play. Let people know
you are one of the stronger survivors. Participate in seminars. (None on the horizon?
Create strategic alliances and partner with colleagues.) Write an article that will help
potential clients solve problems they need help with. If a traditional publishing outlet doesn't
pick it up, publish it online.
Clearly identify how you deliver benefits to your clients. Differentiation
is more crucial than ever. Remind your audiences, colleagues and prospects about what
sets your business, practice and creative projects apart from others'. That is a key aspect of
branding.
Launch a new platform to broadcast your expertise and talent.
A platform is a resource where you can establish your credibility and build an audience. Online
publishing (such as blogging) is an excellent way to establish one. So are newsletters.
Get current. Online communications and publishing is the new
marketing wave. It is cheap. And it can expand your audience considerably. If you
don't use it, you risk being invisible online. That means fewer people will know about you and
what you can and have accomplished. Take a class to learn about Web 2.0. (Low-cost seminars
abound.) Check out a library book. Invite a techie to lunch.
Be a connector. Connectors are the people others go to for tips,
help, resources, ideas, and to meet like-minded people. Connectors make things happen. They
attract opportunities. They're generous. They inspire.
Build trust. Help acquaintances and colleagues with referrals
and networking invitations. Give internships to high school and college graduates. Be that
one out of a hundred who handwrites thank-you notes.
Remember: Trust is the basis for genuine relationships.
Those are the kind that last through good times...and bad.
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Cultural Communications | Promoting Culture, Events & Lifestyle
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Cultural Communications
455 Park Avenue, 9th Floor, New York, NY 10022 |
212.505.1253 tel | 917.591.7633 fax |
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© 2009 Cultural Communications
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