In today's fast paced business climate, change is inevitable. Marketing people in touch with customers know that their customer today is just as likely a competitors' customer tomorrow. Gaining consumer loyalty is getting harder. Technology compresses product life cycles into months and sometimes weeks. Information is more accessible, immediate and current through channels such as the Internet and the ubiquitous world-wide-web. And new innovation claims appear daily. All these factors create customer confusion.

Findings creative ways to retain your customers' attention is an on-going and complex marketing problem.

Long-term strategic plans and programs must not be mortgage for short-term results. However, savvy marketers realize that part of a well thought out marketing strategy in the 21st century includes doing some things faster. Balancing the two is key to driving growth and enhancing profits for the organization.

In this article Global Marketing address' some short-term ideas to compliment your firm's longer term marketing strategy. These are simple to implement and will produce results.

Consider the following ideas:

Keep things fresh - constantly seek ways to add newness to your products, information and brand


Every time you add something new to your business you create an opportunity to get more sales. For example, something as simple as adding new information on your web site creates another selling opportunity when prospects and customers visit your site to see the new information. Don't forget to advertise these additions. Press releases are easy, low cost ways to keep your brand and name in front of customers. Use your timely newsletter ( if you don't have one create one today!) to mention these new additions.

Other quick ideas might include reconfiguring a product, or bundling two options together while charging a lower price, or changing the pricing for a limited time. All of these are news worthy and take little effort while creating new sales opportunity.

Position your firm's expertise

Look for ways you can be a resource for your prospects and customers. Supply them with free information. Today's web technology is easy to implement and exceptionally cost effective in allowing you to provide huge amounts of information. Let your web site provide application notes, product literature, or white papers on topical issues that add value to your customer relationship. Find ways to help your customer do things faster, easier, less expensively. Your programs should always make it easy for your customer to do business with you. How many times does the phone ring before someone in your firm answers it? Remember you get a fresh opportunity to sell something every time they come back to you for help.

Separate yourself from your competition - continually declare your Unique-Selling-Position

What is the reason you went into business? This usually defined your competitive differentiation or unique selling position. It is the reason you are different than what your competitor claims. In marketing terminology this is called the USP. For example, do you provide faster results, superior products, easier access, personal attention or a better guarantee? Whatever your USP it must be a common thread throughout all marketing and sales material.

Promote that advantage in all of your advertising. Give your prospects a reason to do business with you instead of with your competition and you'll automatically get more sales.

Promote benefit, not features!

Buying customers don't want your product or service. They want the benefit produced by using it. Construction workers want holes not a drill. Painters want a certain color on a wall, not paint. Car buyers want convenient transportation with a certain image. Dental patients want healthy and good-looking teeth without suffering any pain. Make your web pages, sales letters and marketing programs a consistent in message with fresh content as to the benefit your customer receives by doing business with your firm.

How many more ideas can you think of?



About the Author
Frank Williams is a marketer. With many post graduate courses in management, leadership, marketing and technology to his credit, Williams is a widely respected speaker, author and technologist. He has significant knowledge in marketing strategies and is the founder and CEO of Global Marketing, Inc. - a leader in business, marketing and sales consulting

Other valuable articles can be found at: http://members.cox.net/glmarketing/glmarketing/index.htm