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Is summer a good time to think about your marketing? | |
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TeamBiz Editor | Posted Jun 30, 2009, 11:00am For
some small businesses, the slower sales pace makes summer days perfect to
strategize and prepare for the busy season ahead. But there are also some great marketing opportunities (i.e. summer events) that can be used to leverage your marketing.
Do you plan to work on your marketing strategy during the summer and prepare for a strong comeback this fall, or are you taking advantage of the seasonal opportunities?
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Walter Newman | Posted Jul 4, 2009, 11:09am Every year I take three weeks off and spend them with my kids in Vancouver. For me that is the best time to look back and see what went well - or not - and rethink my marketing and my services. When I come back I already have a plan and I am looking ahead to start it!
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Cathy Ozols | Posted Jul 5, 2009, 10:22am Anytime is a good time to think about marketing. As mentioned, take the time to think back on the past year. Do you know what worked? What didn't? Are you using a full range of marketing tactics like direct marketing, advertising, promotions, and public relations? What gives you "the biggest bang for your buck?"
Take some time, also, to think about who your best customers are and when they spent the most with you. Are there opportunities to sell more to these same people at different times of the year? Or different/complementary products or services at the same time year? Could there be a way to move some of your other clients into dealing with you more regularly or frequently? It's easier to keep and sell more to existing customers than to get new ones. Are there past/lapsed customers who you haven't seen in a while? Why not?
Of course, you need to get new customers as well. Is there some way you can leverage existing clients to help you get new? Or, is there someplace you can advertise that will attract people who are like your best customers - who have common/similar demographic or psychographic (likes, attitudes, and beliefs)?
Ask the media you currently use for advertising how many people you're reaching who are like your best customers? If it's only a small segment of their audience, should you continue to use that medium? Will they negotiate rates with you so you're not paying to reach their whole audience ... or, instead of giving you lower rates, will they provide you with extra space/time at no or little additional charge so you can reach the people you want to reach more frequently and on a more regular basis? |
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