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Reorientar la estrategia de marketing

The "re-plan" of marketing: the roadmap anticrisis.

In the current economic climate, companies are faced with difficult markets, where demand falls and where customers are depressed. What can we do about this? research and marketing techniques and strategies Marketers can also develop a fundamental role to encourage demand and avoid customer apathy. But to do this, we review our plans and refocus to the new situation. Today more than ever, marketing strategies must adapt to the new economy and, consequently, the change experienced by the markets and the new needs and expectations of our clients. If our marketing plan, as conceived, does not change, it will not help the sustainability of our company. What advice do the experts? Among others, we highlight the most important:

1. To analyze our business . What deficiencies we have in the company and how can we reconvert them into opportunities? Knowing the causes of the problems and defining action plans to address them will be able to survive even in times of crisis.

2. Establish a research and marketing techniques . Has allowed us to identify the keys to this new economy and to identify the opportunities that are generated in our market. We evaluate our environment and how it affects us directly or indirectly to the crisis. Only then can we know what the new needs and demands of potential customers. Even consider moving temporarily to a larger market opportunity, without losing sight of the core of our business.

3. Identify the different classes of potential customers . How many different customer groups have in our organization? We identify and segment, for specific information for each of them and focus our business strategy successfully each of these groups, defining specific plans for each segment and corresponding to each profile.

4. Be prepared to sell . We always want to sell, but are we really ready for this? We can structure specific offers for this time of crisis and to target each of our client groups. Do not discard the online channel, but measuring its impact on the organization. Today more than ever we must use all the tools that help us sell.

5. avoid price wars with competitors . Each company has its cost structure and can be dangerous recklessly down prices. Obviously we know what our competitors sell prices, but only with the intention of positioning our market price and confirm that it is realistic.

6. Have a "customer service" . Our buyers and customers, potential and actual, must be addressed immediately and without delay to any request we made.

7. Act fast . We generate sales immediately. The company's available is critical to its solvency and survival. We must be wary of buying and very fast with the sale. Collect cash and finance, the later the payment of purchases.

As Jack Welch said, if the rate of change within the company is less than the rate of change of its environment, its end is near. Not to mention that we have been warned.