A marketing lesson from Sandy

One good thing about Sandy is we had plenty of notice that the storm was forming and was headed our way.  The news reports gave us time to get ready.  Many of us create a mental or physical checklist in advance including:  groceries, water, batteries, charge the cell phones, test flashlights, stack wood for fires in case of power outage, and secure all outdoor items that could become airborne.  We do what we can to be ready, and then hunker down and leave the rest to Mother Nature.

In business, if you know your goals are to increase awareness of your products/services, retain existing clients and acquire news ones, what is your checklist to make that happen?  Does it include the following?

  • develop a clear, concise and compelling value proposition
  • define your target audience being as descriptive as you can
  • document stories that explain what you do and the benefits delivered to convey expertise and credibility
  • build and maintain a dream list; a segmented list of clients, prospects and suspects that need to be informed and aware of what you offer

Don’t wait for a disaster to build a solid marketing foundation.  Learn from Sandy and start with a plan. For more about the importance of a marketing plan, click here to read a recently published article written by Mary Honan, Principal of For Marketing Matters.

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