Zig When They Zag Don't let a slowing economy stuntyour marketing program

摘要

Predictions of doom and gloom often create doom and gloom. Many business owners complain, "pull up the covers," be miserable, and do nothing until the predictions of good times create the good economic times. Other business owners ignore the pundits and do what it takes to continue selling, continue making a profit, and continue marketing. Many years ago the Advertising Council did a study showing that those companies that stop advertising in slower economic times are worse off when the good economic times come. Why? Many of their customers have forgotten about them and started using their competitors who didn't stop marketing and advertising. Don't let this happen to you. Go against what might seem to be conventional wisdom-continue marketing and advertising in predicted slower economic times. With the rise in gasoline prices that has rippled through the economy, your clients are looking to squeeze costs from other places because they aren't giving up their cars. A great place to help them save is in their utility costs. Your marketing message to them must be how they can save money by using your services. How do your service agreements save them money? How do they lessen the fuel costs increases? All information you give to your clients must focus on things that they are interested in right now. And, that is writing smaller checks to utility companies. Your service technicians must focus on saving money. Sure, the other benefits of longer systems life, peace of mind, and service agreements still apply.