While you always want your products or services to meet the needs of the customers, this becomes more significant in a sluggish economy because purchases construed as "luxuries" decline. Therefore, if your product is not considered a necessity, you need to market it as important to your customer as possible. You need to solve a problem, satisfy a need or make life easier in a cost-effective manner.
You should also build a marketing plan around being there for your customers. "Going the extra mile" is a clich? but it’s necessary to extend yourself and your business to meet customers needs. This means stepping up customer service and communicating regularly with customers through newsletters, emails and mailings. Don't oversaturate your marketing campaign with product features, but stick closely to how your products or services are helpful and cost-effective. More than ever you want to maintain your relationship with existing customers who will be there when the economy takes an upturn.
In addition, help find solutions to problems experienced in your community. You can market yourself effectively and show your concern by being involved in community activities, particularly those where spending has been cut. For example, sponsor activities or donate supplies to an after-school program in your neighborhood.
During a slow economy people are also seeking reasons to feel good. Provide them with attractive offerings, both in appearance and in value. Use creativity to meet their needs while making them smile and relieving stress. A marketing campaign that makes customers feel good can differentiate between two products that are otherwise the same. Remember, not only do you want the customers to buy what they need, but you want them to have a reason to buy it from you.
Annette Thomas is a freelance writer and professional marketer. She has just launched her online store, Giftboxedbaskets.com. which is an online retailer of handmade gift baskets, gourmet food baskets, executive gifts, holiday gifts, and more. You may visit online at, http://www.giftboxedbaskets.com