Persistence Let’s start with a few reminders about the basics of client contact and business development
Positioning Defining your story, so you stand out with an offer that is Credible, Relevant, Differentiated and Sustainable
People Aligning your internal teams behind your brand principles and values and looking for the right strategic alliances
Profitability Maximise the marketing and media mix against your most valuable customers and take share from less visible and creative competitors
Hinweis der Redaktion
Know the value of your brand – now, more than ever, customers are judging you on their perception of your brand. As discretionary spending reduces, and an environment of uncertainty creeps in, clients will be looking for strong and trusted brands that they have a relationship or affinity with. This will help them to reduce their perceived personal exposure to risk and provide them with a feeling of security and peace-of-mind. Now is the time to continue reinforcing your brand values and positioning in all communication and business channels to assist in retaining and attracting customers during this period.
External benefits Customers and Distribution Channels – Existing and New Provides customers with a clearer understanding of the the value proposition, delivering greater ease and more meaningful, dimensional and sustainable relationships, Community Provides the community with a greater and clearer understanding of the reason they exist, how they are positioned, what they believe in and what role they play in the broader community Potential Employees Greater clarity and simplicity about the organisation ,what they stand for and what a career with them looks like A distinctive and clear EVP, internally and externally aligned that attracts the best graduates A clear market leader to seek out amongst a myriad of competitors Internal Benefits Human Resources / Organisational Development Improved access to and retention of employees Improved satisfaction of new and long standing employees Improved engagement and productivity of employees Corporate and Business functions Ensures a much deeper alignment, cohesion and understanding across the entire organisation, be it department, division, city, country region or globally and how it plays out on a daily basis Delivers a greater degree of focus and flexibility, reduces confusion and ambiguity Assists in ensuring that the organisation is an outward-looking, flexible, integrated and responsive organization Ensures that the strategy, priorities and associated value propositions are communicated and clearly understood by all staff and management Additional info There needs to be an appreciation of the link between top talent and top-performing brands. Hiring, motivating and keeping the best people (who exemplify the brand) while competitors are pruning overhead is a key source of proprietary advantage. Management guru Jim Collins chronicles the cases of Boeing, Hewlett-Packard and Procter & Gamble, who bucked the trend during tough times by investing in talent (when their rivals were shedding critical human capital) only to thrive and outperform the competition (“Crisis into opportunity,” CNN Money.com, Jim Collins, 2009) Keep your employees happy. While this isn’t exactly marketing, it does work hand-in-hand with it. Your employees are your most important assets. Tough times affect them as well which in turn affects your business. Recognize their efforts. Reward them for going above and beyond their duties. Help them understand their importance in the company and let them sing your praises to potential clients. Your employees can be extremely effective marketers when they are happy.