Things have been tough.  They still are.  They will continue to be so for some time.  That does not mean marketing stops, it means marketing must get smarter.  Here are some tips for today and tomorrow.  The smart moves you make today can help you prepare for continued cost-effective growth, as times get better.  Thumbs-Up!

1.  Hold on to your current customers.  Be proactive.  Do not take their business for granted.  Communicate with them; ask them how it’s going.  Thank them!

2.  Reign in the cost of new customer acquisition.  Don’t stop the process; just be sure to control the costs of it.  Measure activity and results. Measure your costs – twice.

3.  Welcome your new customers!  Formalize this process; make sure not one single person falls through the cracks.

4.  Communicate (at least twice) with any unhappy customer.  Remember the power of a Disenchanted Customer in a Digital World.  It takes a few minutes and a couple of bucks to perform this function.  The cost of an unhappy customer who goes viral? Unlimited.

5.  Integrated Marketing.  Look at the options in multiple channels for your organization.  This used to mean phone and mail, not any more… twitter, linkedin, FB.

6.  Triple check the math on your ROI.  Look at all the true cost of your growth.

7.  Empower your front line to resolve your customers needs and wants. Your customers want and expect solutions not excuses and the run around.

8.  Use technology to reduce costs not to add overhead.  Look at your processes, architecture and, configurations.   The driver here is what will reduce costs and provide better service – period.

9.  Survey your customers and prospects.  Be proactive.  Ask them what they want and how they want it.  Ask them if they are delighted!

10. Plan for smart growth.  As things improve, use what you have learned in these lean times.  Don’t go back to the old ways of expensive growth.  Be smart and lean in your growth initiatives.

Greg Johnston
President
Thumbs-Up Marketing

Mr. Johnston has been the president of Thumbs-Up Marketing for 20 years.  Thumbs-Up is 30 year-old, Call Center Marketing firm based in St Louis, Mo.