word of mouth marketing

In the normal business there is often the expectation that the sales inquiries should come because the business has a good product and a good position in the Yellow Pages. Perhaps in the good old days of the twentieth century that was enough. Today’s marketplace is different. There is greater competition, and the consumer is better educated. The recession has added even more pressure to the market, in many industries decreasing demand and increasing competition. The key to success in your small or medium size business is to be proactive in marketing, rather than hoping sales will happen as they always used to.

Today you cannot wait for a customer to come looking for you. You have to be able to first attract their attention, and then communicate why they should choose you over your many competitors. You need to be proactive in marketing. Being proactive is about making things happen. The really successful businesses make things happen; there is no waiting and hoping something will happen, like hoping a customer may call with an inquiry. The really successful business is always working to generate a customer response through powerful, proactive marketing methods.

Marketing strategies in small businesses are often dependent on how easy it is to get sales. There is a tendency to be reactive in these situations. The business owner decides to give sales a boost with some additional advertising to address the situation. Then, after sales pick up, the advertising is stopped. The result of this method is haphazard advertising efforts, which produce haphazard results. In the recession, you can't afford to be haphazard and hope sales will just happen. You have to be a bit more proactive to make sure you get the sales you need.

Advertising is only one aspect of marketing. It is important to keep advertising in perspective and understand that marketing takes a broader view of what the business has to offer and entails much more than merely advertising or promoting the products and services. Marketing, as a management function, encompasses the entire offering and presentation of the business, which includes the products and services, price considerations, the place from which the business operates, and the promotional aspects. (These aspects are often called “the four Ps of marketing.”) Promotional aspects, or advertising, should not be considered until all other aspects have been planned, and appropriate strategies have been developed.

In the recession, it is essential that you are proactive in acquiring customers and in continuously developing those customer relationships