Marketing the 'un-marketable'
This week I had the great pleasure in meeting the owner/ director on an Insolvency & Debt Collections Company who was interested in bettering their Customer Relationship processes. My first impressions when I drove up and saw the 0800 CLOSED sign was that the owner must have a least a slight sense of humour when he picked this number to represent the business.
As a marketer I also smiled as they aslo would have known that the number would stick in peoples mind and clearly represent what they stand for.
When I met the owner, in spite of the type of business, he was a delightful, knowledgeable person, who clearly knew a good business and how to sell and market and the importance of customer relationships. He also mentioned that he is constantly in the media, not all positive, yet this still drove more business to them.
Yes, I agree, any press will certainly raise your profile, but behind the press, you still must have a company that can deliver and has proof points for its work.
The meeting this week made me realise how lucky I am to continually get insites into such different businesses on a daily basis as well as remembering that no matter what you do, you must never stop marketing, when you are flat out busy or in quieter, tough times. The "pedal should be to the metal" at the same speed through out, never get complacent and stop your marketing, its a vital part of every business success. There is always a way to market every product and service, but the key thing is to make sure you keep communicating messaging, ever if its not your best work, someone will get it and ask more questions and in turn purchase your products and services.
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