Bonitamedia’s Weblog

Creating a lasting impression for small business

Desperate Times Call For Desperate Measures…

It’s another oft-too-used cliche and it is becoming more and more prevalent in today’s society.  Times are tough and people are finding new ways to pay bills or even put food on the table.  In fact, I had to replace my water heater a few days ago, so I put the old one on the curb for garbage pickup and it was gone within 30 minutes (I am on a dead-end street)!  I had know idea there was enough value in a broken water heater…

desperateWhat I really have a hard time understanding is why businesses feel they need to veer away from their image, their core competencies, their experience, THEIR BRAND.  I see it every day, locally, regionally and nationally.  “Going Out Of Business” has been transformed from a store closing to staying opened because of the new-found foot traffic.  I see prices slashed to the nth degree.  Loads of money being wasted on advertising and marketing all in the name of getting the consumer to spend what little money they have left.

I’m here to tell you this won’t work, it can’t work, it never will work.  Campaigns that are “too good to be true” are exactly that.  Today’s consumer is more informed than ever before.  The fact that a vast majority of people turn to the internet first for information should tell you something.  The consumer is looking for information.  They crave it.  They need it.  It’s time for businesses and marketing professionals alike to give the consumer the respect they deserve.  Don’t compromise your mission as a business in the name of the ole-mighty-buck.  Doing so will create a rift between you and your loyal customers that is unrepairable.  What’s worse is the consumer feels lied to – or even betrayed.  I would guess that’s not the image businesses want to portray.

Photo courtesy Olivier Blanchard

Photo courtesy Olivier Blanchard

I understand that times are tough.  Desperate Times Call For Desperate Measures. However, if your business plan is to thrive, not just survive, careful planning to be certain you are keeping true to your brand and your mission is just what it will take to push your business to the next level!  Ask yourself this: “What is the tipping point in my business?”  (great read by the way – The Tipping Point).  I doubt you want your tipping point to be a negative, desperate one…

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January 30, 2009 - Posted by | Uncategorized | , , , , , , , , , , ,

2 Comments »

  1. Good post. I agree that businesses shouldn’t veer away from their core competencies. During times like this, when the market is slow, small businesses should be exploring new ways to re-connect with their existing customers. The old saying that it costs eight times more to get a new customer than to retain an existing one certainly holds true.

    Now might be a bood time to connect with customers in non-traditional ways. If your customers are used to printing and distributing flyers or direct-mail pieces, then you might suggesting an e-mail marketing campaing. Or look at trying to drive more traffic (and sales) tby utilizing a web site more effectively.

    Try to convince your customers to avoid “desperate” selling, which sends the wrong messages to existing and potential clients.

    Keep up the good work.

    Comment by rosswords | January 30, 2009

  2. I love the “desperate” selling reference – great point. Thanks!

    Comment by bonitamedia | January 30, 2009


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