Managing your Marketing for Success in 2020

摘要

At a recent association meeting,I found myself engaged in a conversation with a dealer about the best ways to acquire new customers after the heating-or should I say,after the”no-heating"-season.We talked at length about the tactics he’s employed in the past,the merits of digital marketing versus more traditional methods and the role that customer service representatives(CSRs)can play in the success or failure of an acquisition effort.What became clear from our conversation,however,was that this business owner was going to struggle to find success.He was so focused on the tactics that he was missing out on the strategy.Like so many in this business,he was a”marketing tweener"-too small to afford a full-time marketing professional on staff,but not small enough that his business could be successful simply by word-of-mouth.For those of you who might feel like a”marketing tweener”yourself,here are a few suggestions to manage your marketing and succeed in building or maintaining your business.