Whale: common sense tips

Whatever your message it needs to be clear, concise and something your potential client wants to hear. Messages don’t always need to be an offer or information about a new product or service; it could be educational and informative.

Especially in times when budgets are being cut, businesses appreciate something of value rather than the hard sell.
 
The Plan

Before embarking on a new marketing campaign think about your objectives. What will make a real difference to your business?

Agree KPI’s (key performance indicators) and how they will be measured, this will ensure a return on investment for your marketing spend. For example, when cold calling what information does your sales rep need to record and how frequently does this need to be monitored? Marketing activity needs to be consistent otherwise your initial message will be forgotten.
 
The Client

Buck the trend

Make sure that you regularly call your prospects, for best results at least once every 6 weeks, each time change your message, send them something different and most importantly of value!

Don’t call just anyone though. Make sure your list is carefully targeted and you’re contacting the right people for you, and at the right time. Think about those people least likely to be effected by the downturn.

Also look at your current client list; do you have several clients in a certain sector that you could promote as an area of expertise?
 
The Communication

Don’t put all your eggs in one basket, broaden your method of communication and appeal to prospects via different methods e.g. brochures, case studies, leaflets, PR, letters, web… the list is endless!

The main point is to follow up, countless campaigns fail without this second hit. A personal phone call is proven to be the best method.
 
The Integrated Approach

No matter what the economic climate, an integrated and balanced marketing approach should always be adapted. A mix of mediums and messages will keep your prospects on their toes and interested!
 
The Networking 

Don’t forget everyone is in the same boat! Networking is a great method of finding out how other companies are coping and you’ll pick up tips and ideas along the way. Despite the downturn still give and request referrals, it may turn out to be a lifesaver!

www.whalemarketing.co.uk

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