The 'AIDA'-principle is still valid:
A = Attention - get the attention of potential clients/market segments in the suitable surrounding with targeted information
I = Interest - spark the interest of those viewers giving full information about advantages and possible profit to be reached using our product/s
D = Desire - should be reached through the above and with some references mentioned
A = Action - make it easy for the interested party to reach you, ask questions, have a representative visiting them and more.
In recessive phases one will see the value of a successful marketing: The dependency of specific market segments and / or regional markets or clients is relatively small. The company and the employees have a better sleep and at the same time it is taken care that as soon as the economy/the respective market or market segment revives the company is 'available' as in fact she never was gone.
To reach this a big number of - relatively low-cost - solutions are available, whether perfectly to be found websites, participation in forums or social networks, regular press releases technical articles using the most suitable places/newsletters/ and much more.
The keywords in this context are 'targeted' - 'consistent' - 'client focused'.
The starting point, however, always has to be that one has/gets information concerning the potential market segments/clients - everywhere, i. e. in all regions being of interest for the product, there the economic fields, etc. as well as the needs/expectations of the respective clients. These have to be analyzed and fulfilled as far as possible, i. e. also who are the clients of our potential clients, what are their plans for the future and which are the plans for the respective industry, and so on.
Remarks:
"Who makes others successful becomes successful himself!"
"First think of others then they think of you".
The economies are still going on and also the products of the different producers are still needed and produced, however, the buying frequency as well as the price-elasticity decrease.
Products, however, which fulfill the needs/wishes of the clients totally or even succeed his expectations - whether by an additional guarantee, special features, or else, helping him again to sell his own products more successfully still can be sold at good prices.
As said before: The economies just don't collapse totally all over the world. Even cars are bought again - even without support by the Governments -, however, they have to fulfill additional parameters: Be price-'worthy', answer to environmental regulations, have a lower consumption, have a good resale value and generally a good price:performance ratio, plus any further feature. In this context we can see who thought as well of the buyers, as the technical aspects as the environment - THEY ARE SUCCESSFUL
So we have to ask ourselves why certain car producers (you can, however, easily look on a comparable way to producers of machinery and the like) are more successful then others. Most probably a few of the above aspects are taken into consideration.
A German consultant years ago stated: "We are entrepreneurs, not neglectors".
SO: We have to do something and become more active.
One possibility to check your own marketing system is available at 'Test your marketing' on the website.
Michael Richter - International Marketing- and sales consultant - concentrates for more than 35 years on strategic marketing planning as well as marketing and selling of investment goods and long-lasting consumer goods in/to all 5 continents. He offers this knowledge and experience to his worldwide clientele. From 1991 he works as an independent marketing consultant, especially for SMEs worldwide. In addition he holds national and international/internal and external lectures on international marketing matters - especially European Union.
Hauptstrasse 27
88422 Seekirch/Germany
Marketing: http://www.marketing-und-vertrieb-international.com/en/
Country experience: http://www.internationales-marketingkonzept.de/en/
michael.richter@marketing-und-vertrieb-international.de Phone: +49-7582-933371, Fax: +49-7582-933372
With more than 30 years practical experience in marketing in/to all 5 continents I offer assistance and/or training in internationalizing >> market research, marketing plan, practical implementation - Europe and/or worldwide on the spot.
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