In this series of posts connected with the recent ‘Marketing Your Way Out Of A Downturn’ seminar, I’ve talked about how, during a recession, people search even harder for leaders they can trust.
So, what do you have to do to be perceived as someone they can trust? Delivering on your promises is essential. So making sure that your marketing messages are based on a value proposition that is well rooted in your true capabilities should be high on your list.
And once they trust you, what will you have to do to show them that you and your company are a leader – someone they can follow through and out of this recession?
The answer to that will be in some soul-searching analysis, but also in what your customers tell you. Ask them what they think; as I’ve previously said, your customers are amongst your best advisors, critics and advocates.
Your marketing communications can then contain a theme of those values and behaviour that will show that you are acting like a winner – because you are one.
If you’ve read all of this series of posts, I’d love to know what you think. Leave a comment below.
About Matthew Goldsbrough