Keeping a cool head

Businesses which invest in Intelligent Marketing in a downturn generally do exceptionally well in an upturn. This will position you well ahead when the tides turn as most companies do not do this.

Let us evaluate some of your options

1. Understand the value drivers of your company profitability

Know what drives the profitability and equity from your brand. Spend time doing the required homework. Ensure that everything the Brand does makes a difference to the customer.

2. Focus on your existing customers: Retain them and grow revenue from them

How happy are your clients with existing products and services? What do they need?It is more cost effective to market to your existing clients than to attract new ones. It is not enough just to satisfy clients you must delight them.

3. Do not simply cut costs to retain turnover

In most industries there is a price-conscious segment and while they are most likely to respond to lower prices they are also likely to move the moment another business offer them even lower prices. Assist loyal customers who are in trouble during these times as that will build even greater loyalty in the long term. By nurturing and valuing your customers you will keep their business and loyalty when the tides turn.

4. Ensure that your business is well positioned in it's market. amongst the right clients

When you wake your customers up at midnight, what will they say about your business?Clarity of positioning is important for a Brand during a downturn. It enables marketing to be targeted and effective and also makes limited resources go further. Poorly positioned Brands suffer when the chips are down. Brands that are strongly positioned retain their vitality.

5. Focus your marketing to deliver results

Brands that spend effectively on marketing in a downturn generally attain higher than average growth in a upturn. Use an external consultant "freelance marketer" to give the brand strategic direction and ensure you are spending with intent. This will you get more 'bang' for your bucks.

Conclusion
Understand your business and it's critical success factors, understand your key customers, understand the drivers of brand revenue, nurture and value your customers, make your marketing intelligent, efficient and focused. Great thinking will outsmart large budgets.

T: 0027 11 883 3036 C: 0027 73 607 0437 E: nlang@vodamail.co.za

Marketing Solution for Tough Economic Times

During a recession like one in South Africa a strong strategy will not only carry you through the tough times; it will also strengthen your position when the shackles of recession are removed.

A simple look back in history will show that thousands of really great global brands were actually conceived and launched during tough times. Brands such as Microsoft, Midwest Airlines and Apple iPhone used turnaround strategies and intelligent marketing to gain a bigger share of a shrinking market. It wasn't desperation it was inspiration.

Marketing is not all about the more you spend the more you get, it is about the more you think the more you get. More than R50 billion is wasted on bad marketing in SA every year. Are you contributing to that figure?

Get your marketing process properly organized and running efficiently during an economic downturn. You will not only profit during that period but come out of the other side way ahead of your competitors.

Intelligent marketing and promotion consists of active, smart, focused, creative and strategic brand development where companies can interact with the market, existing customers and potential clients. This is the ideal time to build your brand, your reputation and further establish your position in the market.

Marketing is a long-term investment in brand equity. Now is the best time to take market share from your competitors.


The Solution: Cost-effective freelance marketing

Freelancers are usually more flexible than permanent staff, in terms of hours.
Freelancers are easier to hire and fire - and are not a long-term commitment.
There's no need to worry about PAYE, SITE or other tax complications.
Companies save money:no fixed salaries, no sick pay, holiday pay or maternity leave.
Freelancers offer access to diverse skills that the in-house team may not have.
Freelancers complete small or ad hoc tasks that don't require a full-time employee.

You need Intelligent Marketing
Nadia Lang is a freelance marketer that believes in Intelligent cost effective marketing and brand strategies whilst still adding the same value.

Conclusion
There is enough evidence to prove that maintaining strong strategies in tough economic times will result in market share gains that pay off when the economy improves, are you brave enough to act on it?

It is not a necessity but a strategic imperative.

T: 0027 11 883 3036 C: 0027 73 607 0437 E: nlang@vodamail.co.za