Immunizing Your Business Against Recession By Using Marketing Tools By: J. Glenn Ebersole, Jr., Chief Executive of J. G. Ebersole Associates and The Renaissance Group™
One of the hot topics of discussion in the fall of 2005 is the concern about various types of flu and how people, especially those in high-risk categories, should get immunized. And I also note that there are some people talking about a possible recession in the world. So I thought we should look at immunizing our businesses against recession by using marketing tools.
In researching for this article, I turned to one of my talented marketing strategy sources, Steve Hackney, the “Service Business Profit Wizard,” of Hackney Marketing Ltd. located in the United Kingdom. I have learned much from Steve and I most strongly agree with his advice “DON'T STOP MARKETING! in any economic situation, good or bad.” Steve developed what he calls “recession proof service business marketing tools.” I happen to believe these tools work well for other businesses too and I want to share them with you.
Here are Steve Hackney's 8 Recession Proof Service Business Marketing Tools:
1. Reactivate "dead customers"
Contact past customers who you previously did work for. The quickest way is to call them and say "Hello, it's Glenn. I'm calling just to touch base and see how you're doing, since it's been a few months since we last spoke." Ask them what's going on with their business, home etc.
Don't specifically ask them for work but end the conversation - "Well it's been good talking with you. Keep in touch, and if there's anything I can ever help you with, don't hesitate to give me a call."
You can send a letter if you prefer.
The purpose of the call is to keep in touch and serve them better. You'll be surprised how many ex-customers will give you some more work!
2. Give a superior service to your customers In difficult times you want to hold on to your current customers. Give them more than they expect. Serve them well - better than before. Use my secrets for creating the 'WOW Factor'
3. Use cross sell and up sell to get more money from new and existing customers This is a great failing in many service businesses. It's so easy to sell more to a customer, once they've taken that first step and said, "Yes."
Make sure you're taking every available opportunity to sell more services to your customers.
4. Plan an aggressive new business marketing campaign It pains me to say this because this should never occur.
You should be continually marketing - if you're a POWER Marketer. The main reason for this is that relationship building takes time - particularly when selling services.
If you start now it may take another 6 months before you see the fruits of your marketing. Continually marketing takes this problem away.
5. Experiment and test your marketing This is the only way to get more for less. Test your headlines, your offers, and your lists (the people you target).
6. Execute a postcard mailing Postcard mailings can be excellent for lead generation. One of my accountancy POWER Marketers recently got an 11%
response from a lead generation postcard mailing. They're inexpensive to produce and you pay the lowest postage rate!
7. Use broadcast fax advertising Again like all these things I'm talking about - fax broadcast should be one of your regular marketing tools.
In the UK a fax can be sent for as little as 3 or 4 pence depending on the volume you send (and even less in places like the US). 20,000 faxes for example, can be sent for just ?800 (at 4 pence each). Better still that cost includes the list, and you've got no print cost.
As long as you follow some simple (little known) advertising secrets specific to broadcast fax - you can't go wrong!
8. Set up a planned contact strategy Make sure you're contacting your prospects and customers at least once every 4-6 weeks and preferably once every month.
Putting in place a contact strategy like this is one of the most powerful and effective things you can do. If you don't already do this - I urge you to do it now. You won't believe the results!
I join Steve in recommending to you that you have a marketing activity plan running throughout the year. If you want to develop a yearlong marketing activity plan for 2006, please contact Glenn Ebersole at jgeprman@aol.com now.
To learn more about this author, visit Glenn Ebersole's Website.
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