As our readers know, we thought we'd write some tips to help companies in distress to recover for the present crisis, through a marketing plan for revitalizing .
We have already talked about our recipe: 1
. © Aspirin-Marketing, complex of strategies, policies, tactics and cunning business, with fast-acting and temporary support for sales and business profits.
2. Penicillin-Marketing © , set of measures that modulate a different and more powerful marketing mix to better present the commercial, to promote it, distribute it, to make it enjoyable, while respecting the original product-market combinations.
2. © Vitamin-Marketing, that, as a tonic, seeks to develop the company, bringing it to create new products, new markets to imagine, to understand how to aggregate demand and customers in a creative way to diversify their business.
before using these powerful tools, a few words on the current crisis.
But consumption has actually gone, decreased? Or are gone somewhere else?
Sociologists and economists warn us: Do not be a temporary parenthesis, but a true cultural change. What
the main specifications?
· Increased tendency to save
· Less compulsive buying
• A different relationship with the goods
· A different view of what constitutes quality
the costs of the crisis, people have reacted by changing, in fact, consumer behavior and lifestyles.
The Italians are adopting appropriate strategies in the first place more selective consumption and saving in advance, which invest primarily their living environment. Their house, their family.
More than four out of ten Italians in recent times have reduced, however, their own consumption.
The cuts are most often relate to the clothing and shoes but also eating out and groceries.
Moreover, a proportion higher than 40% decrease in the last year has seen the value of their savings and, for this reason (or to prevent the most difficult times), has already put in place strategies daily to defend the domestic portfolio.
Many have adopted solutions to save on electricity, heating and gasoline. A similar proportion had set aside earlier decided on major purchases (cars, appliances), while the race for sales and special offers become increasingly common and necessary practice.
But it's only proper way?
We think and these are our no. advice to go deeper into the phenomenon and devise new marketing strategies anti-crisis :
1. levels of consumption of many families (and companies) are actually decreased, but some part of this reduction is also due to reasons of prudence, and psychological distress :
Try to identify how much of this expenditure at the time simply inhibited, can be reactivated again, using the concepts of product / service and implementation strategies to remove or reduce the psychological obstacles to spend.
Take a half hour of time and do this exercise !
2. A certain part of the capacity spending of your customers has not gone away , but it is simply redirected to other types of products / services that cover the same needs as before, but more cheaply, or have reduced expenditure on products complementary to the main product ( Reducing the rate of cross-selling), or there was a shift from a higher to a lower category (down-selling) or, finally, customers are spending their money in buying goods or services to increase product life- service.
Analyze spending your customers and make sure that they conduct, by asking these questions :
a. The your customers have switched to alternative products ?
b. You product portfolio in the species to be offered in opposition to / alongside the traditional ? If you do not have them, if you do not think it is appropriate to obtain, before your customers come to the final competition!
c. spending of your customers has declined significantly on complementary products ?
If the answer is yes, ask yourself the question to maintain their level, using the lever of price, promotion and communication, offers a convenient package, or, if possible, creating a link between technology and commercial product so strong primary and secondary make it difficult to purchase disconnected!
d. The your customers continue to buy but they switched to a lower category of products to save ?
If the answer is yes, ask yourself whether it is possible while preserving the levels of expenditure, by adjusting the frequency of use of the product and / or the average quantity purchased!
implement strategies, policies and tactics that make it less convenient version of the basic product-services with respect to the medium, the medium cost less than the premium!
Enhance the perception of the value of the higher classes, while accepting that temporary price reductions!
e. I your customers are spending their money on purchases products or services that extend the life of the product-service?
If the answer is yes, ask yourself if you are in range of products and services that may need to take this!
Please contact your customers and show them that the cost of maintenance and preservation of their articles in fact exceed the threshold of convenience!
propose the sale of new products / services with a package of resources for the purpose of the longevity of the asset or propose the purchase of a new discounted product with respect to the maintenance of the old (strategy of destruction)
Re-read and ponder what learned and apply it to your business.
Take an hour and do this exercise.
You will be pleasantly surprised at the many ideas that will be!
await your comments on the blog!
soon!
Antonio Ferrandina, Marketing Specialist
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