Explore new audiences
Posted: Wed Jan 29, 2025 8:57 am
Study new market segments and create offers for them. This will help you not to lose income, especially if your usual market area is severely undermined by the crisis.
Explore new audiences
Source: insta_photos / shutterstock.com
Take a closer look at the industries that medical mail list always endure periods of economic downturns most resiliently. These are, as a rule, the medical sector and government agencies. Market ups and downs do not have a critical effect on them. Consider non-profit structures supported by the state as potential clients. They may turn out to be the most promising clients in a crisis.
Look for overseas buyers. In any recession, there are always countries that are experiencing less difficulties than others. Yes, the costs of exploring new markets and logistics will have to increase, but they will pay off if the situation in your own market is difficult and hard to predict.
What else should marketing include in a crisis? Work on creating and launching something new (a brand or even an entire business) on the market. Many are leaving the game, competition is weakening, and buyers will certainly notice a new brand, especially if you try to correctly present its value. Work with small niches (this will reduce risks during a crisis), and when the economy starts to rise, you will be able to immediately expand more widely.
Action plan for the marketing department in a crisis
The task of marketers is to study the situation, to understand how the general economic downturn changes the state of affairs on the market (in the segment where the company operates) and consumer behavior. There is a danger of losing part of the market. It will be quickly occupied by competitors, and it will be extremely difficult to regain your positions later. Such problems should be foreseen.
Understanding the reasons for the negative economic situation is the job of the marketing department. Marketing in a crisis is, not least of all, collecting data on the state of the market (in your niche) based on your own research or using information from foreign institutes. This will give you the opportunity to understand how to continue promoting your product in the most competent and effective way.
Marketing in a crisis should become a support for the sales department. A drop in demand for your product will lead to retail chains significantly reducing their purchase volumes. And here the task is to convey to customers that your product is irreplaceable in all respects - then they will continue to buy only from you.
Read also!
"Head of Marketing: Types, Qualities, Business Skills"
Read more
And here it is the marketers who should conduct a comparative analysis of your products with similar products of competing companies. Plus, the task should be considered in perspective, that is, to foresee by what characteristics the client will choose the product in the foreseeable future. This will be a great help for salespeople: they will be able to quickly respond to changing market demand.
The ability to quickly restructure during a crisis is very important. It is precisely the thoughtful actions of marketers that can save a company in difficult times. Competent marketing during a crisis means the following:
put long-term measures aside for the time being and concentrate all efforts on those that will prove effective right now;
suspend projects that require serious investment and use more cost-effective tools.
Get clients from the site every month
In a guaranteed volume
Read more
Think through your actions, take all possible measures that will help the business survive:
pay more attention to pre-sales, direct sales, provide all possible support to the sales department;
form a group right in the department that will focus on telephone sales - this will allow you to attract new customers;
take care of publishing interesting and useful materials in publications that suit your profile;
postpone participation in conferences or other similar events until better times. They only provide so-called background awareness of the company - this is an unnecessary expense. Marketing in a crisis involves the use of other promotion tools.
This way you will be able to keep costs to a minimum and get the greatest return on your investment.
Gradually, the overall economic situation will improve, the downturn will pass, and it will be possible to once again focus on strategic issues. In the meantime, it is necessary to involve literally everyone in sales and keep the company afloat.
Explore new audiences
Source: insta_photos / shutterstock.com
Take a closer look at the industries that medical mail list always endure periods of economic downturns most resiliently. These are, as a rule, the medical sector and government agencies. Market ups and downs do not have a critical effect on them. Consider non-profit structures supported by the state as potential clients. They may turn out to be the most promising clients in a crisis.
Look for overseas buyers. In any recession, there are always countries that are experiencing less difficulties than others. Yes, the costs of exploring new markets and logistics will have to increase, but they will pay off if the situation in your own market is difficult and hard to predict.
What else should marketing include in a crisis? Work on creating and launching something new (a brand or even an entire business) on the market. Many are leaving the game, competition is weakening, and buyers will certainly notice a new brand, especially if you try to correctly present its value. Work with small niches (this will reduce risks during a crisis), and when the economy starts to rise, you will be able to immediately expand more widely.
Action plan for the marketing department in a crisis
The task of marketers is to study the situation, to understand how the general economic downturn changes the state of affairs on the market (in the segment where the company operates) and consumer behavior. There is a danger of losing part of the market. It will be quickly occupied by competitors, and it will be extremely difficult to regain your positions later. Such problems should be foreseen.
Understanding the reasons for the negative economic situation is the job of the marketing department. Marketing in a crisis is, not least of all, collecting data on the state of the market (in your niche) based on your own research or using information from foreign institutes. This will give you the opportunity to understand how to continue promoting your product in the most competent and effective way.
Marketing in a crisis should become a support for the sales department. A drop in demand for your product will lead to retail chains significantly reducing their purchase volumes. And here the task is to convey to customers that your product is irreplaceable in all respects - then they will continue to buy only from you.
Read also!
"Head of Marketing: Types, Qualities, Business Skills"
Read more
And here it is the marketers who should conduct a comparative analysis of your products with similar products of competing companies. Plus, the task should be considered in perspective, that is, to foresee by what characteristics the client will choose the product in the foreseeable future. This will be a great help for salespeople: they will be able to quickly respond to changing market demand.
The ability to quickly restructure during a crisis is very important. It is precisely the thoughtful actions of marketers that can save a company in difficult times. Competent marketing during a crisis means the following:
put long-term measures aside for the time being and concentrate all efforts on those that will prove effective right now;
suspend projects that require serious investment and use more cost-effective tools.
Get clients from the site every month
In a guaranteed volume
Read more
Think through your actions, take all possible measures that will help the business survive:
pay more attention to pre-sales, direct sales, provide all possible support to the sales department;
form a group right in the department that will focus on telephone sales - this will allow you to attract new customers;
take care of publishing interesting and useful materials in publications that suit your profile;
postpone participation in conferences or other similar events until better times. They only provide so-called background awareness of the company - this is an unnecessary expense. Marketing in a crisis involves the use of other promotion tools.
This way you will be able to keep costs to a minimum and get the greatest return on your investment.
Gradually, the overall economic situation will improve, the downturn will pass, and it will be possible to once again focus on strategic issues. In the meantime, it is necessary to involve literally everyone in sales and keep the company afloat.