‘If you fail to plan, you plan to fail’ so was the refrain of a high school teacher each time I handed in an assignment late, or asked for an extension on an essay. I used to think this statement was little more than a cliche until I started living in the real world and began to realise life can’t be lived if you are constantly behind the eight ball. It seems my wisened school teacher also may have passed on her words of wisdom to Santino, the chimpanzee researchers are claiming is exhibiting behaviours consistent with the concept of premeditation, suggesting primates are after all capable of forward planning.
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There’s one question on every business man’s lips. It’s a question which is always at the forefront of discussion, especially in a so-called ‘recession’ – there I’ve uttered that filthy word. It’s a question which, according to economic rationalists, doesn’t require an answer. As one said to me recently “The answer’s obvious”.
The question of course is, should we advertise and market in today’s perfect, economic storm? I have my own rules in reference to this so let me introduce you to some ‘Robinson’ logic, acquired over plenty of recessions and forty years of marketing.
RULE 1. Never market, promote or brand yourself when nothing is happening!
RULE 2. ‘Nothing’ is never happening!
I had a fantastic customer service experience on the weekend, and being a huge fan of giving credit where credit is due, I thought I would share my experience. This particular service experience also got me thinking about how the global economic slowdown is affecting the manner in which consumers are shopping, and the implications of these changes on their associated expectations and feelings about the act of purchasing.
$900 is an interesting sum of money (for the average income earner). Too little to put a deposit down on, or purchase anything significant. Too much to spend entirely on consumables without feeling like you’ve wasted it. Personally I am not sure what to do with mine. I am finding myself searching through my memory for those occasions when I’ve said to myself ‘maybe when I have a few spare dollars’. This period of indecision, no doubt experienced by many others, is a perfect opportunity for marketing if you’re in the right industry.
Whenever I am in the company of people who I have not met before, the conversation – as it tends to do in situations like these – comes around to what we all do for a living. When I explain my position at Jack in the box people invariably question “So, you do surveys and stuff?”
I’m sure you have all heard of the Golden Rule when it comes to customer service: He with the gold rules!
Failing to plan is planning to fail. Hard times call for hard measures. Both typical cliche lines perhaps but in the current market, it’s fair to say that they have never been more relevant. As marketers, we believe that it’s always essential to have a plan but if we really had to pick a time, it would probably be when you’re doing your best. Yes, that’s right. You’re best. So why the heck would I be suggesting a strategy now? Well, if we had a second choice, then now would be it!