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Subject: Don't Cut Back On Marketing, Just Do It Better

Author:
Dennis S. Vogel

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Date Posted: 20:21:36 05/22/01 Tue

In Case of Economic Slowdown, Spend More
First, I want to make it clear that I don't advocate clubbering consumers with marketing messages wherever they may go.
Second, what I do advocate is finding what consumers will want in a situation, then offer it to them either at that point or just before it.
This highly targeted method may actually mean spending the same amount or less on marketing (your actual results may vary).
A very simple example would be- Getting a factory owner to give the following message to his/her workers.
"I appreciate the fact that you've been working in near record heat. It's important to refresh yourselves and be sure you drink enough liquids. Please accept this certif-
icate for a free 12 ounce beverage at __ as a gift of appreciation." Now, why would the factory owner do this (and probably even pay to make the copies)? Because the morale and health of the workforce is vital. And because, other than paying about ten cents for the copies to be made and distributed, it would be free.
Why would a restaurant or grocery store owner want to do this?
1) 12 ounces of soda isn't apt to fully quench the thirst of hard-working, overheated factory workers. (They'll probably buy more.)
2) The air-conditioned environment of the restaurant or store will feel very good. (They'll probably stay for a while.)
3) The workers may be hungry also. (They may buy some food, too.)
4) The combination of these factors are apt to register in the workers' minds. (When they get overheated and thirsty again, what do you think will come to their minds?) In short, don't cut back on marketing, just do it more efficiently and effectively.
Note: There are also ways of using mass media in similar ways.

<P>Dennis S. Vogel
Your business will thrive, no matter who your competitors are, if you market it powerfully and do everything else correctly.
http://wz.com/business/SmallBizThriving.html
http://www.thrivingbusiness.homestead.com

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