Having
big ambitions
Planning
for where your future growth will come from - and delivering it -
can be accomplished with memorable marketing strategies that adopt
an all encompassing view of your business and markets. Here are a
few tips ...
Remember
your current customers
It is easy
to get carried away with a vision for the future. Yet growing your
company in a controlled and profitable way is the hardest thing to
achieve in business. Not only do you have to worry about cash flow,
capital investments, staffing and properties but also about keeping
your current customers.
Maintaining
the quality level of your products and services to your current
customers whilst your management focus is on growth requires good
planning and scrupulous monitoring. You will also need to make sure
that they continue to feel valued even though your growth is
generating many new customers too.
Memorable
marketing programmes directed at current customers will help keep
them loyal and maintain the levels of repeat business that you will
be relying on to fund your growth plans.
Putting
it all together
It is important that you keep a balance between the
attention that you pay to existing customers and the effort that you
put into finding new ones. Putting it all together into a single all
encompassing marketing strategy is key to controlled and profitable
growth.
Creating a marketing strategy need not be a dry and
dusty process filled with strange acronyms and terminology. It
should be a simple statement of what you are trying to achieve, how
you plan to go about it and some simple performance metrics to check
if you are on target or not ... all in plain English so that
everyone understands it. And it should always call for memorable
marketing programmes.
