|
Posted on Thursday 05 March 09 |
|
|
The Ferret on: Relationships |
|
Being in retail in 2009, whether that's as a shopkeeper, landlord or marketing specialist, is no picnic. Everyone from ... |
Being in retail in 2009, whether that’s as a shopkeeper, landlord or marketing specialist, is no picnic. Everyone from the consumer on the street up to some of the blue-chip international property owners that Toolbox Marketing and this ferret ultimately works for, are feeling the economic pinch. The pressure is on to deliver – and quite often for us marketers, delivering silky campaigns on some less-than-silky budgets.
Seeing as we were doing a pretty fine job before, where can we get this extra from now?
The answer, as in so much in life, came to me the other day when a meeting over-ran – and my concentration with it.
It’s all about loyalty – and relationships. Most relationships are built up over time and with constant reinforcement. We have always worked hard at retailer relations – and now find ourselves able to work with our retailers for the greater good of all, sharing promotions, information, costs and the like. Need a Tombola for a Village Fete: pick up the phone to Waitrose and let’s have a chat about a joint promotion, for instance. But for those who haven’t got this bedrock of trust, and for us with new clients, it’s time to build relationships – fast.
Service, targeted campaigns, core catchment. These are the catchwords for marketing in a recession. And because ferrets are now third only to cats and dogs in America’s Most Popular Pet list, let’s add honesty, transparency, authenticity.
Create a relationship – win trust - succeed in marketing.
|
OPTIONS
More views from The Ferret >> |
|