Marketing in Tough Times: Part 1
Today on The Bigg Success Show, we begin a discussion with John Jantsch. John is the author of the great book, Duct Tape Marketing – The World’s Most Practical Small Business Marketing Guide. Forbes chose his Duct Tape Marketing blog as one of their favorites and Harvard features it on their marketing site. He also writes a monthly column and does a podcast for Entrepreneur magazine.
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That’s a long intro and it’s not even everything!
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That’s good … we wouldn’t want to bore people right off the bat!
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John, I have to tell you. You’re the guy we wanted to come to because with everything going on with the economy, small businesses are struggling right now. A lot of the money that they might have had for advertising and marketing just isn’t there right now. So we want to talk with you about how to promote yourself on a shoestring budget.
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A lot of small business owners have done that. The headlines are that the Dow is down. Big companies are cutting back all kinds of jobs. The newspaper industry is in turmoil because of losing advertisers. But the typical small business owner is not putting out hundreds of thousands of dollars in advertising. In many cases, they have gotten to where they’ve gotten because they worked on a shoestring anyway. I wrote a column this week for a publication and talked about the natural competitive advantages of small business. I think that we can have this tendency to get in this “the sky is falling” mode and quite frankly, my experience at least is, that it’s not falling on the small business owner. The small business owner is now finding that the market momentum, sheer momentum, is perhaps not carrying them and that they have to get better at doing some of the things that maybe they should have been doing anyway. But my current soap box right now is to say, “Hey, everything is okay. Let’s just buckle in and do some things right.” So that was my long-winded intro to answer your question. Right now is the best time ever to get closer to your customer.
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So what are some customer-building strategies that don’t require spending a lot of money?
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Your customer, whether it’s a business or an individual, is feeling some of this economic pressure as well. This is a great time to huddle up and say, “What more can we be doing with you, for you? How can we get together and help each other?” Strategic partnerships have always been a great way to go for folks who are strapped for making the phone ring. Go out and find other people that have your ideal customer in mind. Find ways to co-brand some of your marketing materials, put workshops on together, or maybe just literally pass out each other’s materials. One of the greatest partnerships I ever put together was a plumbing contractor. They were going into people’s house every day. So we said to them, “Let’s find an electrical contractor, a roofing contractor, and three or four other people who treat their customers the way you like. Why don’t you all start going in and recommending each other?” You know how that happens – once you develop trust with a customer, they’ll ask you for every resource you can give them! So doing things like that – things people should be doing, good times and bad. It really does put the spotlight on them now if you haven’t been doing them.
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Thanks for reading today’s post. Next time, we’ll continue our conversation with John. He discusses ways to add value for customer loyalty. Until then, here’s to your bigg success!
Direct link to The Bigg Success Show audio file:
http://media.libsyn.com/media/biggsuccess/00308-011409.mp3
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(Image in today's post by duchessa)
