Clearly, we are in troubled times, magnified by a 24-hour news cycle that repeats every setback in an endless loop. And many around the world today really are living in danger; witness the people of Japan.
Here, spring is a good time to review priorities for your company. Too many of us simply continue doing the same things we did the year before, and the year before that.
Get biggest bang for your buck
My first question as you look at your company’s communications and messaging is this: Are you getting the most efficient and substantial return you can get with the money you have? Have you analyzed the metrics of people reached, with what frequency and in what area? Most importantly, are you getting results — I mean, customers and sales?
Consider what customers want
If your message is working, then ask yourself if you are spending enough. Advertising and marketing are most successful when linked to frequency over time. Don’t kill your marketing if a one-time advertising buy seemed to fail. I can tell you that someone else, probably your competitor, is doubling down to grab the customer you made a half-hearted effort to get.
If your spending seems sufficient by industry measures but still isn’t gaining traction, analyze why. Are you in fact reaching people who are likely to buy your product or service? Remember, the things that interest you may not be the same things that interest your customers. It doesn’t matter much whether you personally see your advertisement on cable television. The question is, did your potential customers see it? Was its message enticing or motivating to them? Are you using the right media?
Adapt to changing times
OK. Let’s say you’re still not getting results. Here we come to the gut-check question of the week. Is your messaging relevant to today’s customers and their needs?
Most of us have seen the business world tilt by 90 degrees and more in the past three years. So have your customers. My most successful clients adapted their approach and message to reflect this new reality.
Everyone is doing more with less. Inventories are shorter and tighter. Expectations are higher, often for the same or even a reduced level of spending. All of us are crunched for time, and once we commit to something, we want it yesterday.
The more you can recognize and respond to this in your business and adapt to your customers’ new needs, the more reliable and valued you will become. In today’s economy, being the “go to” provider is a good place to be.
Josh Sommers is president and CEO of Focus Media, a leading Hudson Valley advertising and public relations agency. He can be reached at josh@advertisingandpr.com or 294-3342, ext. 303. Read his blog at www.advertisingandpr.com. His column appears Fridays.
