2 January 2009

A six-point plan for surviving 2009

Philip Tutt a partner at 360 Integrated Marketing Solutions (www.360integrated.com) offers the following six-point plan for survival. Aimed primarily at manufacturers, it can also be adopted by most specialist retailers too.

'We know businesses that market themselves through a recession come out stronger and faster,' says Tutt, 'but only if that marketing is embraced by the audience and builds brand appeal. So, in 2009 above all:

  1. Be honest with yourself. Decide what makes your product or service stand out from the crowd.
  2. If you can't think of anything, create something – fast!
  3. Get a proper creative team to work this into a campaign. Spend smart not just big.
  4. Follow through with focused PR to create a persuasive narrative around your brand.
  5. Involve your retailers; they are your brand ambassadors. Ensure they understand and advocate not just how to specify your product, but the vision you are trying to communicate.
  6. Know your customers - they are probably more web savvy than you think, so make sure social networks are part of your promotional strategy.

This plan forms part of a longer feature on the kbb News website. To view (and download) the full feature see 'The shape of things to come' on kbb News.

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