Four communications strategies for a down market
October 09, 2008 | Internet Marketing
In a weak economy, price becomes an even more important purchase determinant. But using exclusively price-oriented promotions is a slippery slope that can result in permanently reduced margins.
By focusing on price, customers are trained to wait for the next sale. So sale- and price-related promotions should be used sparingly.
Marketers must change their communications to provide an open channel with their customers and prospects. This translates to creating a variety of ongoing messaging that moves beyond a sales promotion to build relationships and to continue to be read using a variety of means, including e-mailings, onsite content, blog postings, RSS feeds, and tweets. Remember, consumers may take longer between initial research and purchase, do more comparison shopping, and look for ways to reduce expenditures.
Consider the following four types of non-price-related communication to engage prospects and build relationships.
Get the full story at ClickZ
Related Articles
Six economic survival steps, sans discounts
02 Dec, 2008 | Internet Marketing
When the going gets tough, the tough don’t skimp on their ad budgets
02 Dec, 2008 | Internet Marketing
What airlines are doing right in email
02 Dec, 2008 | Internet Marketing
LinkedIn’s new search platform goes live
02 Dec, 2008 | Internet Marketing
Tour operator fishes on Facebook
01 Dec, 2008 | Online Travel
Effective online marketing in a recession
27 Nov, 2008 | Internet Marketing
Facebook, MySpace aren’t making the marketing cut
27 Nov, 2008 | Internet Marketing
Marketing in a multiscreen world
25 Nov, 2008 | Internet Marketing
Google makes search personal
25 Nov, 2008 | Internet Marketing
Amazon launches cloud-driven content delivery service
20 Nov, 2008 | Internet Marketing
Most Popular Articles
Travel: Weakening demand becomes falling demand
19 Nov, 2008 | Online Travel
The disturbing inaccuracy behind Google Analytics
18 Nov, 2008 | Internet Marketing
Expedia to restructure
18 Nov, 2008 | Online Travel
Luxury business-traveler segment going away with great speed
19 Nov, 2008 | Hospitality Industry
TripAdvisor wants your hotel website
20 Nov, 2008 | Hospitality Industry
Back-to-basics marketing tips for today’s challenging economic conditions
27 Nov, 2008 | Hospitality Industry
Hotels struggle, but guests less so
18 Nov, 2008 | Hospitality Industry
Expedia and Carlson Hotels launch flexible pricing pilot
25 Nov, 2008 | Online Travel
Marketers need to adapt to new economic conditions
19 Nov, 2008 | Internet Marketing
Vacation rentals: Gunning for the leisure hotel shopper
18 Nov, 2008 | Online Travel
Economic Downturn
Highflying days over for online travel sites
02 Dec, 2008 | Online Travel
European online bookings to jump 19% this year
02 Dec, 2008 | Online Travel
Six economic survival steps, sans discounts
02 Dec, 2008 | Internet Marketing
When the going gets tough, the tough don’t skimp on their ad budgets
02 Dec, 2008 | Internet Marketing
UK travel industry in for ‘white knuckle ride’ in 2009
01 Dec, 2008 | Online Travel
Strategies for booking hotels on a budget
01 Dec, 2008 | Hospitality Industry
Back-to-basics marketing tips for today’s challenging economic conditions
27 Nov, 2008 | Hospitality Industry
Effective online marketing in a recession
27 Nov, 2008 | Internet Marketing
In tough times for travel business, Europe holds steady
26 Nov, 2008 | Online Travel
Budgets shrink, and holiday fares follow suit
26 Nov, 2008 | Online Travel
Hotels: managing in a downturn
26 Nov, 2008 | Hospitality Industry
Zuji survey with insights on travel in a downturn economy
25 Nov, 2008 | Online Travel
Travel: Weakening demand becomes falling demand
19 Nov, 2008 | Online Travel
Luxury business-traveler segment going away with great speed
19 Nov, 2008 | Hospitality Industry
Marketers need to adapt to new economic conditions
19 Nov, 2008 | Internet Marketing
E-Mail Newsletter
Visit our sponsors:
