With change comes opportunity

Tuesday, 10 May 2011 00:00

With recession comes change. With change comes opportunity. Marketing is no exception to this. ROI has become more paramount and companies have moved away from brand building and are leaning toward lead generation. Hence the opportunity – to adopt a new approach that makes you stand out.

When undertaking your next campaign consider the following 3 discussion points;

1. Speak to the decision maker. Find out who has autonomy to make the final decision. What are their hot buttons? This will dramatically improve the success rate.

2. Talk about them, not you. Prospects take more notice if you share information of value. These include market insights, brand perceptions and relevant opportunities.

3. Nurture existing customers. Sometimes they are pigeonholed. Do they know about all of your services? What would make them buy more from you? Who else could you be speaking to?