Is The World Of Marketing Changing?ByRaymond D. Matkowsky
How many times have you seen an ad that tries to convince you that the world is changing and you better change with it? How many times have you heard the phrase “This time is different?”
People were questioning whether email soliciting was dead several years ago. Look at your inbox to see. Mine is full of solicitations! In spite of the U.S. do not call list, I still get three or four cold calls a day.
So, is the world changing? Yes and no, but basically, no. Is this time different? Definitely no!
Every financial crisis that the world has seen over the last 400 years has been brought about by someone thinking “This time is different.”
The World Is/Not Changing
True present spending is constrained but this is a reaction to the recession of 2007. The same thing happened after the great depression of the early 30s. Personal income is up, but people do not want to spend frivolously, they buy on value and only when it is needed. You must present them with the value and need of your product.
One thing that has changed is the advent of social media. Now you could post on a social media site for free and have millions of people view your advertisement. The world has not changed, technology has.
Old Fashion Promotions Still Work
On top of the list of techniques that still work is networking/word of mouth. There is nothing as strong as a recommendation from someone you trust.
Technical articles show off your expertise.
Next in line is the business card and press release. You have to have people know who you are and where they can find you.
Then there are giveaways. People always enjoy something for free. If it is a quality item that would be used daily, your company’s name will be front and center very often. Remember, research has shown that on average a person must see a company ad or name seven times before they consider buying.
Customer Service
Do not forget old fashion customer service. Clients always flock to superior customer service. This extends beyond your product. Help your customer with other problems they may have. Make yourself indispensable!
I once had a client call me up about a problem he was having with a product I didn’t service. When I reminded him of this, the response I received was “Look Ray, I know this is not your product, but I also know that I will get a straight answer from you.” Make yourself the “go to” person.
Has the world and the people in it changed? No! The only thing that has changed is the way something is presented.
If you have any questions, comments or suggestions drop me a line at rdm@datastats.com.
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