It has been completely manic in the last few months, with the run up to Xmas and the major brands marketing muscle planning for their fourth quarter and speculative first half of 2010. Are we facing green shoots………or weeds in terms of economic recovery?
Slowly but surely we hope for good news, as undoubted tougher times lay ahead with less resource and smaller margins. One principle which has always fared well in tougher times in marketing is the Pareto principle or the more widely used 80-20 rule, for brands this = laser targeting your best customer/prospects, as a dear old friend would say “Better to fish where the fishes are and not where they aren’t”. Time to pull out all the CRM hand books – focus on the facts and not syndicated research – who better to guide you in such efforts than those trusted sources in your wallet and the companies who send your monthly statements and who know the real day to day movements and financial clout of the remaining credit worthy customers in this difficult economic climate…take some time…. think about it…you know it really makes sense!
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