Do you see marketing as a sprint or a marathon? Increasingly, marketers are taking the marathon view, developing their plans to focus on long-term results rather than just “right now” sales. In this view, marketing has a two-fold purpose: to foster immediate sales and to plant seeds for tomorrow’s.
First you must identify the factors that will further your company’s long-term marketing goals. You might not have a perfect understanding of every looming competitive, economic, legal, sociological, or technological force, but you can become alert to the possibilities. Arm yourself with information on the longevity and profit potential of your present market’s lifecycle as well as budding market opportunities so you can begin positioning your business for tomorrow today.
Here are a few ways to foster future business opportunities regardless of your business size or budget.
1. Provide platinum-standard customer service. Your goal is always to exceed your customers’ expectations, but if you fall short, admit it. Many loyal repeat customers result from perfectly corrected errors.
2. Cultivate your elite customers. Your best customers—those who are easy to work with, who really like you, and who have a positive history with your company—are a goldmine of quality referrals. Strengthen existing relationships and build new ones by giving your top clients and their guests special offers, insights, and previews of your innovations.
3. Create top-of-mind awareness. Not everyone needs your product or service today, but many will at some point in the future. Capitalize on your vision of emerging needs and trends, communicated using our suite of multichannel marketing tools and techniques, to get your product in front of tomorrow’s customers now.
It takes time for the seeds you plant today to germinate into future business. Essential to all of this is to communicate effectively with your target audience. Consult with us to learn how our technology and expertise can support these efforts.