What is marketing in a down economy? How About Marketing for any economy!

I have heard this term used a few too many times and am not sure what it really means. I think a better term to use is, Getting back to understanding what marketing really is by learning marketing in any economy, or Marketing effectively for consistent results makes more sense to me.

I like the phrase that describes marketing as, “Getting someone who has a need to know, like and trust you.” A future client needs to know, like and trust you, before they will ever buy from you, and ultimately refer you, and do repeat business with you.

Marketing in the remodeling and construction industry isn’t for the light hearted, as it takes a consistent, effective, a well planned system to get results. Most remodelers I talk with and work with are very busy in their business building, training employees and with production, so the marketing gets the last bit of energy…if any. This approach isn’t bringing results and the ones that have ignored marketing are feeling the effects. Negative effects. Just like anything that gets neglected, it definitely doesn’t do well…let alone thrive and bring positive results. This is what has changed…the need to pay attention to marketing. The growing companies, profitable ones and stable companies are making marketing as important as sales and production.

Also, I don’t think its todays economy has changed the look of marketing as much as just the way people are communicating and people’s expectations have changed. I don’t look at marketing as a newsletter and bam, my business is doing great now. Far from it.

I look at long time Remodel Buddy member, Paul Klassen of Pinnacle Renovations. He is changing his culture, becoming effective with every move and enhancing his customers experience in a very systematic and consistent way. He is focused on his ideal client. An ideal client is one that is profitable for one. A profitable project that you tell yourself,”if I had 5-10 more of these, life would be good.” The first element of an ideal client is they are profitable projects and the second is that they referred you.  Identify these people and find more of them. Develop your core marketing message to reach out and connect with them.

Building an effective marketing plan is about doing many, many little things properly on top of a solid foundation. There isn’t one silver bullet that makes everything click, but there is one element that makes it all possible….an effective strategy with consistent effort. Neglecting marketing is a death spiral in the long run.

The difference between cost and value has narrowed in customers minds, so the need to establish yourself as the “go to company,” “the expert in the industry,” and a remarkable process for delivering the entire project from A-Z ……will be the difference. Educate everyone with your marketing. Marketing that is unique & powerful, plus the ability to differentiate yourself from everyone else is the foundation that is needed to market in any economy. The only thing this economy has taught businesses is the realization that marketing cannot be the part of the business that is neglected anymore.