Last night I had a dream….


(I am quite a vivid dreamer and often dream the strangest things so bear with me ok?)

My dream was that I was working on the marketing strategy of a middle sized manufacturing company that was experiencing lots of difficulties due to the current economic climate, both in and outside their company.

Outside: their sales were falling, customers were looking elsewhere for cheaper products and costs were rising.

Inside: their employees were getting nervous about being made redundant and so morale, productivity and quality were all falling having a knock-on effect on the operations of the business.

Weird right – but I told you I dream the strangest things!

So, I was looking at their marketing strategy and knew that I needed to address both the outside and the inside problems.  OK , the dream ended here and I woke up….

But I couldn’t stop thinking about what I would have done had this company been one of my clients……

Now I have a holistic view of marketing, in that it isn’t just advertising or direct mail, so I believe that marketing is everything you do to promote your business and keep it successful, and that marketing can affect every part of a business.

So now wide awake, I began thinking of what I would have done for that business and what strategies I would have implemented to resolve their problems.

Back to dreamland…
The first thing I thought of was to introduce a company communication strategy whereby the management could communicate with staff in a friendly and informal way, thus telling them what was happening within the business and easing their worries by keeping them in the picture.

This was done by introducing two things: an internal newsletter and the appointment of a member of staff as management liaison.  This had the immediate effect of calming the redundancy nerves and resulted in morale picking up, production going more smoothly and quality increasing.

Fresh ideas sign in the skyThe knock-on effect of this was that the management felt more confident about their company too and began to look more positively and proactively at their situation and possible solutions.

The second thing I did was to introduce a programme of public relations for the business.  I identified unique properties of the business and used these to create a press campaign and a customer communication campaign – basically telling the media and reminding their customers what was so special about this company.

This resulted in a higher profile for the company within their particular trade press and improved awareness of their strengths and attractions to their customer base.

The overall effect on the business was that it was running more smoothly, staff morale was high, production quality and speed improved, customer relations improved and reminded them of just why this company was their first choice, and the business’s profile and brand was strengthened within their industry and above their competitors.


So from this you can see how a combination of strategies, both internal and external and seemingly completely unrelated, had an enormous impact on this business.  OK so it was a dream and I made it all up, but the principles are there.

For your marketing to be successful, especially in difficult times, it must be thought through (not knee jerk) and it must be, above all, multi-faceted.  There is NO point just placing an advert and hoping the orders will come flooding in or that customers will come bursting through your door.

Any marketing you do must be part of an overall plan that looks at all the requirements your business has and that promotes your business in a variety of ways and through a variety of channels.  This will get you the results you are looking for.

Have a look at how I have helped ‘real live’ clients on the Just Too Busy website.