What does a wounded animal do? It retreats into its lair to lick its wounds. Would that be a sensible reaction if you and your company feel wounded by the tougher market conditions we’re in?
When I gave the ‘Marketing Your Way Out Of A Downturn’ seminar recently, I stressed the need to keep communicating.
I told the story of the companies that lost market share when they failed to keep advertising during the depression of the Thirties.
If you don’t keep telling people about what you’re doing now, and what you’re going to do, they might assume your business has gone down the tube, or isn’t interested in them. Of course you wouldn’t want anyone to think that.
But what should you communicate?
Well, if you’re following the advice in my earlier posts, you’ll have revisited your value proposition, and it’ll be in tune with what your customers want to hear.
You’ll be acting like a leader, giving your customers and prospects useful information and support, to position your company in their minds as the one that can lead them out of tough times.
You’ll be telling them about your successes and those of your business partners. Your tone will be positive and purposeful.
So, create your communication plan. Make sure your communication doesn’t falter.