Eighteen months ago when the economy was sailing, companies didn’t have the time or inclination to market their products. “Business is so good right now we couldn’t handle another order,” said some business folks.

That was then -- this is now. “Market our products and services? You’ve got to be kidding me. We’re in a recession... money is tight.”

Today with not only a weakened economy but heightened levels of economic and political uncertainty, we’re faced both professionally and personally with the uncomfortable choice of “doing nothing” or doing something that could be judged a poor decision down the road.

Uncertainty Eased

History can help ease our uncertainty as private citizens and business professionals. You see, as a country we’ve survived nearly a dozen wars (some even fought on our soil) and twenty-eight economic downturns during our short history. And we’ve continued to grow and thrive as a nation envied by most of the world. Chances are excellent that trend will continue.

Yet professionals and academics debate the validity of designing strategies when there is so much uncertainty. Mosaic believes that a solid marketing strategy (built on assumedly attainable business goals and the latest market information) as well as consistently executed marketing activities not only add to the strength of our businesses over time, but also help ease our uncertainty as employees, business owners, and managers during troubling times. Marketing strategies help:

• Keep you focused -- Marketing strategy is all about understanding and leveraging the core competencies and skills of an organization in the marketplace in ways that can’t be easily duplicated by competitors. During economic expansion periods, companies are tempted to stray from that focus. They more easily follow short-lived trends, move away from their strengths, and enter markets without competitive advantages –- just to “make a buck” (no matter how short-term or truly unprofitable those "bucks").

• Define your company -- Given the core competencies, the competitive landscape, and end-user needs, a thorough marketing strategy helps define a meaningful, unique positioning for an organization, product, or service. This positioning is the basis for effective, long-term branding activities (see last quarter’s newsletter) and business building activities.

• Provide a sense of purpose -- A clear marketing strategy gives the organization a long-term sense of purpose and direction that acts to encourage employees and instill confidence with current and potential customers.

• Provide guidance for budget trimming -- If the organization’s end goal is obvious through a clear and effective marketing strategy then any necessary spending cuts should be made first in areas that have the least impact on that vision.

• Prepare you for the upturn -- By consistently and cost-effectively keeping a company’s product’s or service’s name in front of its defined target audience(s) a marketing strategy will result in top-of-mind awareness when the market is ready to buy again. And we all know it will!

When Are We Ever “Certain?”

So, let ’s be honest. Isn’t there always uncertainty in the marketplace? Can’t one always find a good excuse not to put together a solid marketing strategy? Surely one can find a variety of reasons not to market their products and services at any given time (too much business/too little business).

The challenge for us as intelligent business people is to have the foresight and courage to manage our companies through the current period of uncertainty by making the best decisions we can with what we know. Then we’ll be poised for the next economic recovery -- and beyond! A solid marketing strategy -- with consistently executed, strategically targeted tactics -- can be invaluable in this effort. Let’s stop making excuses and start building for our future!

Remember, Mosaic creates customers and increases sales for business-to-business companies through specific project work, on-going retainer assignments or marketing coaching sessions.

Until next time.....

Rosemary Walter
847-483-5018
Rose1Walter@MosaicMM.com

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© 2004 Rosemary Walter, all rights reserved. You are free to use material from Mosaic's Monthly Marketing Tips in whole or in part, as long as you include complete attribution, including a live website link. Please also notify me where the material will appear. The attribution should read:

"By Rosemary Walter of Mosaic Marketing Management, Inc. Please visit Rosemary's web site at http://www.MosaicMM.com for additional marketing articles and resources on marketing for business to business companies."