Winter has been brutal in these parts. In the month of January, we had 25 days with below-normal temperatures. On many of those days, the high temperature was 10 or even 20 degrees below normal. Nearly 31 inches of snow fell, just shy of the all-time record for the month. Needless to say, we’re ready for Spring. With the arrival of Groundhog Day, it would be an understatement to say that we want that furry rodent to predict a quick end to this most-dismal season.
The problem is the calendar. It shows that Spring begins in late March, year in and year out, regardless of the prognostications of Punxsutawney Phil. There’s no fighting it. So, rather than hoping for an early break from Old Man Winter, it makes more sense to expect the worst and plan accordingly to ride it out.
That’s the same approach you should take to your marketing during our current “economic winter.” It’s been brutal for many of us, and, despite the efforts coming out of Washington, it’s far from over. It’s no time to be doing anything but staying the course through these icy waters.
Here in “The Great Recession” (or whatever you choose to call it) customers want value, but that’s not the same as low prices. Value means getting the most for your money, and great service is a big part of that equation. Remember your unique selling proposition and promote its value. Then back it up with service that beats the competition, and you’re less likely to lose customers who are forced to make difficult decisions about spending.
Hang in there, because this “winter” is not over yet. Forget the fortunetellers -- above and below ground -- and keep your marketing focused on surviving the deep freeze for as long as it lasts.
