MARKET-ing

One of the major issues facing all companies in the new year (as in ALL new years) is how to better relate to their customers and move them to purchase when the time is right. In today's world, there are so many outside factors from the economy to the geo-political landscape that are either directly or indirectly influencing consumer behavior....so what can we do?

Ok, here's what you do. First, forget the "long-lead" traditional media play. If you make a commitment 4-6 months out on broadcast or print there is no guarantee that what you develop (creatively) will be relevant by the time the consumer sees it. (If you're introducing a premium line in a downward trending economy expect crickets in response to your efforts) Instead, you gather your traditional ad people, your PR people, and your social media folks and get them to work together to produce a running week-to-week, or at the very least a month-to-month, strategy that will not only be timely (for those who have products and/or services that are semi-seasonal) but will also be relevant based on the overall "fluid" nature of today's world. Just imagine...continuous,relevant online display ads and social media initiatives tied in with a consistent, "real-time" PR effort. Seems like an effective recipe to me...and no long-lead times and/or up front monetary commitments to contend with! Here's to a wonderful 2010!

Best Always,
Dave J.