Pittsburgh Arts & Lectures had a 'good' problem with the last lecture of their series. The evening for Bad-boy celebrity chef and author, Anthony Bourdain was sold-out! Jayne Adair, executive director of Pittsburgh Arts & Lectures, decided to add a few seats: the historic opera boxes in the Carnegie Music Hall. With only two weeks left in the season, the first box was sold quickly to a private citizen. But, how to sell the second... before opening night! Read more.
Wall Street's tanking. Credit's tight. Customers are cutting back. Sounds like a time for some serious belt tightening. The uncertain economy has led many firms to cut costs, lower prices and even compromise their marketing efforts. Although the economy might signal a crisis to many. it could also be a potential opportunity for better media buys and taking market share from competitors.
The Chinese character for crisis, weiji (危機), is a made up of two characters which translate to "danger" and "opportunity."
Tough Times...that’s the danger.
The potential opportunity? Many of your competitors are cutting back on marketing, customer service or the quality of their product or service... the best time to position for increasing your marketing share, as customers and prospects are open to options. Also, tough times mean better media buys and potential deals with all your vendors. Now is the time to refine your marketing plan, capture share and solidify your position with customers.
The article on Five Marketing Mistakes and How to Avoid Them tells you how to prepare. Also in this issue: examples of how to use eBay to get an extra marketing boost, a new book that creates a position of thought leadership, and some great press. And, if you've got questions...or are facing a 'weiji,' let us know or check out the site with lots of free advice, case studies and a great blog.
Happy Marketing.
John Wannamaker's quip, "I know my marketing works half the time, but just don't know which half," applies to many companies. They see marketing as a crap shoot. And when they're are not successful, they try other tactics... direct mail, new brochures, more AdWords or another trade show. And when the phone still doesn't ring, they throw up their hands and proclaim, "Marketing Doesn't Work!" Read more.
A big challenge that many clients face is how to differentiate themselves and their companies as leaders in their field. Droz client, Bob Bernstein, a creditors' rights lawyer, had the idea for a book on how companies could manage their credit policy. But he needed a structure and 'hook' to position himself and his firm as genuine leaders in the field. Read more.
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Droz & Associates ï Integrated Marketing ï Pittsburgh, PA
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