Marketing ideas

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Comment by Lilyan on March 30, 2009 at 5:05am

Well, one thing I have to clarify is the system I mentioned earlier certainly was not the business system; the problem I see is we're all responsible for the past irrational exuberance and the global recession and crisis now, since few of us sit out the big gains and immediate benefits – the fear of being left behind is always part of the human nature…

As for the business, however, even reducing operating costs as well as improving productivity are the actions most companies currently taking, I still believe the confidence building among customers and mutual trust and communication are more crucial at the moment.

Increasing customer confidence and spending by consistently delivering company's messages to the market, while sincerely approaching and reaching clients and helping them for business retention and development, would be the foundation built for a long-term partnership of now and future. Then with time and patience, let great services speak for itself...

Comment by Mike Martel on March 28, 2009 at 4:41pm

We are not necessarily a part of the problem - in this I disagree strongly - although we are affected by it. It does not originate with us, we are small fish in a very large sea. The biggest mistake companies can make - and it happens all the time - is to retrench during a downturn. The companies that consistently market during the downturn will be the ones that will leap ahead exponentially when things turn around, as things will. They will acquire market share very quickly, as they will be best positioned to do so. It's a tough sell right now to the folks holding the checkbook, however, since they are living week to week trying to keep their companies afloat.

Comment by Lilyan on March 26, 2009 at 12:56pm

Now I'm wondering, if the system itself has a problem and we are all part of it, then how can it be solved?

Yet, the other side, we all want a refreshing start, however, all actions taken just a change in form but not in content.

Life is interesting, up and down, full of challenges, the truth is, if we knew was a mistake, why we made it then preferr to ignore?

Comment by Mike Martel on March 11, 2009 at 9:00pm

Either I am a fool, or an optimist - and I have never thought of myself as either, although I usually associate the former with the latter - but I have been telling friends for a couple of months now that the turnaround would begin sooner than the media-gloom folks predict.

My thinking was/is that it will begin in the U.S. and shortly thereafter begin to erupt in many other places globally, but very, very slowly. It does not mean that the recession will grind to a halt globally - it will not. Many places will continue to free-fall. Some places will continue to decline but slightly more slowly. But we are beginning to see signs.

In the news, Toshiba has forecasted a profit - mirabile dictu! Monster.com reports an uptick in job placements. Correction in the market and corporate restructuring, long overdue, are getting into the news. At the same time, major newspapers are failing - but the root of that problem lies beyond the economic recession, and is only exacerbated by it.

I liken this turnaround to the look of my lawn in early spring. All the grass seems dead, but after a couple of weeks of gradually increasing sunlight, little green spears begin to appear among the dead ones. They are few and hard to find - you have to look for them - but ignore the lawn for a week and then look back and you will be surprised at the greening hue in the sunny areas.

Economic life returns, in part because it was going to, in part because people are sick of the lack of things, in part because the economies of the world are diverse and still strong and will recover. Much is due to the inexorable march of nature, in the world economy and in the world of human affairs. The over-inflated balloon deflates, corrects, but like the snake shedding its old skin, soon re-emerges refreshed and renewed.

The world has long been due for a change, an about-face; the energy crisis drove one end of it, rampant outsourcing and trade deficits drove another, crooked bankers and overextended credit and speculation yet another; I wonder if it is truly a recession we are seeing, or the emergence of a butterfly from the cocoon that the caterpillar crawled into? The concept of metamorphosis through catharsis is as old as human literature itself; could the world economy be going through a dramatic self-reinvention and change driven by the speed of the information age?

Time will tell. We could, of course, all still lose our jobs and our customers, since the bottom has not been reached yet in so many places. But like the sky at sunset, little hard points of starlight begin to appear in the darkening firmament. People are creative; they adjust, they adapt, they reinvent and reposition. Now is the time to keep our eyes and minds open to seeing and thinking differently as marketers. Change brings both death and opportunity.

The mainstream media, and the forces seeking to transition this country to socialism, do not want this positive news out there, generally. It takes the wind out of their sails, and dulls their argument that only a more controlling welfare and socialist state with higher taxes, regulation, and endless 'stimulus' packages to preserve the hierarchy of manufacturing unions, big government and social programs, can save us from what was the ultimate failure of free enterprise and capitalism. They want it to get as bad as it can get so that there is no consensus for going back. Not all are working in this direction, mind you, but enough to be frightening.

They reckon without the independent mind and resourcefulness of mankind, the desire for personal gain which drives all capitalist and profit-making thinking - which is as innate to the human psyche as territoriality and self-defense - so without waxing too political, my message is to take what the mainstream media says with a grain of salt. Who can deny that they have been largely agenda-driven for two or more decades? Instead, look for the little success stories popping up, the who, what, when, why, and where as we used to say in the newspaper reporting business.

Look for much more of this good news working its way into the media – the blogs, the e-newsletters and e-publications, all the holes in the information dike that the media giants simply don’t have enough fingers to plug - popping up in the 3rd quarter, and note how much of it has nothing to do with wasteful government spending and huge bailouts, but rather to marketing, innovation, need, creative strategies, and good old business sense on the part of those apparently making way in a sea where everyone else is hove-to.

Comment by Philip Stoten on December 19, 2008 at 9:28am

I agree with many of the comments and would like to share some recent experience I have had in other industry sectors.

We have been asked recently to shoot video at a few trade shows outside the electronics manufacturing sector and have, as a result attending and been involved in the organization of these events.

The shows in question were what one might call congresses – that is to say they were more about the conference and the information exchange than about the exhibition. Both had plenty of delegates, plenty of interesting papers, round tables, educational activity and plenty of opportunity to network and debate – all the area everyone seems to value highest in an event. Neither had a huge trade show floor, neither had big budget booths, and neither had exhibitors wondering what they had spent all that money on. They were both very focused on the baby and not on the bath water. They did both have a modest trade show floor, providing meeting space, information booths (mostly shell scheme)

Both organizers had done a great job in adding value wherever they could – this included awards, where appropriate, some really creative programming and the use of video and other allied online activity to further extend the reach of the event, in both time and geography. In fact at one event more than 140 papers were recorded and made available online, on demand. At the core was a compelling conference program targeted at a specific audience!

Perhaps equally importantly, both events are financially viable, making solid revenue for the commercial organizers. Ok, they did not make the revenue for the venue or all those contractors that will charge you $500 to rent at $600 TV for a week, but they did make money and seemed to add value for the exhibitors.

It seemed exhibitors and delegates got to spend the money only where they found it important – sending presenters, sending delegates, modest info-booth space, program sponsorship, etc…

I like this kind of show concept, and I like the way it was delivered in these two instances. I wonder if this may be the way forward, with less emphasis on the big budget booth, where much of the money is spent outside the industry and on items that cannot be proven to add value for customer or supplier.

Comment by Rick Short on December 18, 2008 at 11:06pm

I'd like to know what you all think of this (partial) idea:
http://www.indium.com/blogs/Rick-Short-B2B-Marcom-Blog/Trade-Shows-Ditch-the-bathwater-keep-the-baby/20081218,16,3042/

Comment by Stefan Meissner on December 17, 2008 at 11:53am

That's a fact, which has been true since centuries, I guess. If you are not close to the customer and listen to his wishes and demands, you'll be failing. Most developments in our company result from direct customer enquiries. We have always been listening to the market/customer to provide the best possible solution.

Comment by Philip Stoten on December 17, 2008 at 11:46am

All good and wise word! Yes we need to get as close as we can to the customer! And yes we need to understand what they want and deliver it!

So, what can we as publishers do to help?

Comment by Lilyan on December 16, 2008 at 10:50am

The whole world is changing, rapidly, dramatically, and more frequently with time. Although the current downturns are destructive, I believe there're always positive consequences and upsides. The destruction of underperforming companies, the release of capital from dying sectors to new industries, and most important, the time to stop and rethink the whole strategy and vision for the future, are certainly the case.

It is true that subsequent downturns have compressed margins and delayed expansion plans; however, it also provides all industry players with enormous strategic opportunities to secure future growth by improving internal efficiencies and developing unique competitive advantages – especially with technologies that take a long time to commercialize in our industry.

Although delay is the natural response to uncertainty, it’s time for us to start with an effort to help the company reach more business - just talking about problems without any solutions/actions is never positive. Working closely with sales, truly listening and understanding their opinions, contacting current customers and reaching prospective ones, setting business network for the future, are the campaigns we should take now. And the fact is, people are always the key. Only perfect team work can help companies to achieve more substantial, sustainable, and scalable results, even under the current situation.

Certainly the turmoil will clear away the weaker companies. And only companies that react to the downturn with an understanding of their categories’ likely performance will have a better chance, even forego significant growth opportunities when uncertainty subsides and the economy recovers.

Comment by Rick Short on December 12, 2008 at 6:49pm

"More of the same" no longer works.

Us sending mail shots to customers is not the answer. Which customers WANT that?

Staging the same old, tired types of events over and over again, and expecting different results ... ??? Well, you know what that is.

Trade shows are NOT an "unparalleled forum in which to discover leading-edge technologies, market trends and networking opportunities." Unparalleled? Discover? Come on!!! No supplier waits for a trade show to release exciting news and info. Customers get the scoop in real time via the phone, internet, SMS, and emails - as fast as we can dish it out to them.

Instead of trying to "get customers to their APEX booth", suppliers should try to get their APEX booth to their customers. Better yet, trash the booth and get the ANSWER to the customer's needs to the customer, quickly, clearly, and concisely.

Align all functions to ONE corporate goal (stated, in writing). Marketing, Sales, Marcom, Shipping, Manufacturing, etc. ALL need to be on the same page. WHY would a Marcom professional sign up for a show, advertise products, and send info to customers WITHOUT total alignment from their teammates? Who can defend that to their Marketing professor, or their daughter?

This industry is comprised of VERY intelligent, curious, and energetic personalities (you). I've met so many in my 25 years here. I am totally convinced that there are some dramatically different and fantastically effective things that we SHOULD be doing now. I suggest that we begin with helping the customer reach their goals, then, give ourselves the freedom to suspend all existing beliefs and "rules", and, finally, insist on detailed accountability for all resources invested.

Let's use this global economic meltdown to our advantage. Tell the boss that EVERYTHING is in question - and that EVERYTHING is subject to total change. Tell the boss that you are 100% committed to aligning with the activities of each element of your organization and delivering to the stated GOAL.

And base it all on being the BEST answer to the next question your customer is going to ask.

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