News May 2008
This month, Mervyn King, Governor of the Bank of England announced that the NICE economic years (Non-Inflationary, Consistently Expansionary) would be replaced by a VILE ones (Volatile, Inflation, Less Expansionary).
But that doesn’t mean there aren’t positive business opportunities around, says Technology Sales and Marketing Coach, Terry Forsey. He is convinced that when the economy slows it allows the smart marketers to really excel and transform the fortunes of their companies, by using all the tools in the marketing mix.
“With a potential recession and tough times lasting well into 2009 - if not 2010 - effective, planned marketing activity should be considered to secure a solid market position,” comments Terry. “Business gurus and practitioners alike agree that of all the marketing functions PR can be one of the most effective, indeed, Bill Gates and Richard Branson are big fans of PR – and see how successful their companies are!
But what about PR for the small and medium-sized businesses, is it worth the cost and does it really work?
Terry believes so, and has just published two white papers to prove the point!
“Many managers and owners of smaller companies are put off using PR as the results are not clearly quantifiable - but for building a reputation and influencing buying decisions, PR has a very definite role to play.
“For example, for a successful ‘sale’, a business has to make 7 valuable contacts with the purchaser. This not only includes sales meetings, white papers and proposals, but positive coverage in the media, where the prospective customer reads, sees or hears good things about the product or company. It enforces sales massages and as it comes from a third party, is an endorsement from an objective source.”
Terry has worked with specialists to produce these white papers using their expertise and experience to show the effectiveness of PR, if used as part of a planned and costed media campaign.
“For a long time, PR has been misrepresented and has therefore been misunderstood,” added Terry. “It was seen as an ‘optional extra’ when devising marketing plans and viewed as being a luxury only enjoyed by blue-chip organisations. That simply is not the case, PR is an effective tool and one that should be used to support the sales team, especially - as Mervyn would say - in VILE conditions.”
For more information call 01536 771440 or email, terry@terryforsey.com.
ENDS
But that doesn’t mean there aren’t positive business opportunities around, says Technology Sales and Marketing Coach, Terry Forsey. He is convinced that when the economy slows it allows the smart marketers to really excel and transform the fortunes of their companies, by using all the tools in the marketing mix.
“With a potential recession and tough times lasting well into 2009 - if not 2010 - effective, planned marketing activity should be considered to secure a solid market position,” comments Terry. “Business gurus and practitioners alike agree that of all the marketing functions PR can be one of the most effective, indeed, Bill Gates and Richard Branson are big fans of PR – and see how successful their companies are!
But what about PR for the small and medium-sized businesses, is it worth the cost and does it really work?
Terry believes so, and has just published two white papers to prove the point!
“Many managers and owners of smaller companies are put off using PR as the results are not clearly quantifiable - but for building a reputation and influencing buying decisions, PR has a very definite role to play.
“For example, for a successful ‘sale’, a business has to make 7 valuable contacts with the purchaser. This not only includes sales meetings, white papers and proposals, but positive coverage in the media, where the prospective customer reads, sees or hears good things about the product or company. It enforces sales massages and as it comes from a third party, is an endorsement from an objective source.”
Terry has worked with specialists to produce these white papers using their expertise and experience to show the effectiveness of PR, if used as part of a planned and costed media campaign.
“For a long time, PR has been misrepresented and has therefore been misunderstood,” added Terry. “It was seen as an ‘optional extra’ when devising marketing plans and viewed as being a luxury only enjoyed by blue-chip organisations. That simply is not the case, PR is an effective tool and one that should be used to support the sales team, especially - as Mervyn would say - in VILE conditions.”
For more information call 01536 771440 or email, terry@terryforsey.com.
ENDS
