Market it Their Way

Back in 1973 the economy (and the country) was facing an economic crisis much like it is today. One company that was able to use this to their advantage was Burger King. They read their customer base and saw an opportunity to separate themselves from the pack by telling us “Have it your way!” and we did!

They knew that in a tough economy frustrations were high and if you could give your customer just what they wanted – instead of what you wanted them to have – they’d keep coming back for more. It’s a classic example of a brilliant marketing strategy. With all the choices available today, marketing to your customers using a personal touch is even more important than ever.

If your marketing model was developed during a ‘high’ or a ‘boon’ in your industry, you may need to rethink your strategy. How can you better cater to your buyer and how they use your services? The question you should be asking yourself is: How can I do a better job letting my customers have it their way? Answer it correctly and everyone wins!

Tips for marketing it their way:

1. Reconnect with old friends and clients - find out how you can make a difference to what they are up to? Some great marketing ideas can come from listening to what sorts of problems people already in your network are facing. Offering solutions is the shortest road to success

2. Market your commitment - with airline prices the lowest they’ve been in years, it’s cheaper than ever to have a face to face - which can make all the difference in this impersonal internet world.

3. Take advantage of ‘free’ marketing opportunities that are right under your nose. Don’t let the word free trick you into thinking it’s less of an opportunity. Instead, look in the unlikely or over-looked places to find the very thing that could make a huge difference in your efforts.

4. Ask not what your customers can do for you, ask what you can do for your customers. Never underestimate the power of directly asking “How are we doing? What are some areas you see where we can improve?” You might be surprised at the answers and how they will change your marketing strategy.

5. Be creative – let your personality shine through. If you can find marketing solutions and ideas that are fun and interesting to you, your customers will see it too!

6. Go above and beyond the call of duty when it comes to your marketing efforts. It’s those little extras that don’t cost you much, but have the potential to make all difference. Take a few extra minutes to shine.
Companies that learn how to adapt their marketing efforts under challenging economic conditions will be that much further ahead when the business climate improves. By giving your customers what they’re looking for, you’ll build a loyalty that lasts and recession proofs your business.

L. Drew Gerber is CEO of Blue Kangaroo, Inc. and creator of www.PitchRate.com, a no-charge media tool that moves the best interviews to the front of the line for journalists and producers. L. Drew Gerber's business practices and staffing innovations have been revered by PR Week, Good Morning America and the Christian Science Monitor. Gerber's companies handle international PR campaigns and his staff develops online press kits for authors, speakers and companies with PressKit 24/7, a technology he developed. Contact L. Drew Gerber at: ldrewg@gmail.com or call him at 828-749-3182.