Thirty-five years is a long time. That’s how long I’ve run my company, Mid-Hudson Marketing. Enough time to see all sorts of economic climate. Fortunately, throughout each of them marketing continued to provide a livelihood.
Economies are growing and falling, spinning, but marketing is a discipline practiced by the most successful businesses. Marketing is one of those professions that relies on innovative thinking, creativity and psychological manipulation. Using such techniques, a smart marketer finds ways to circumvent obstacles such as intimidation tactics used by some media outlets in an economic downturn. When the masses are convinced that the end is near, a savvy marketer sees this as an opportunity to give exactly what is needed: a way to restore life, freedom, and the pursuit of happiness.
One way to do this is to ignore the storm of negativity in the media and stand firm in your commitment to the product or service you offer. While you may have seen a drop in demand for what you sell, you know that you still supply what you need, whether your market prefers to buy it now or not. The trick is to present its availability in a fresh, new way, unexpectedly hooking intimidated markets. Creativity and innovation come into play here. Some may call it guerrilla marketing, but I like to consider it a new level of appeal. If they want it hard enough (translate: if you make it desirable enough), they will buy!
The other day I got a call from one of my clients to say that marketing has changed. As a result of the annual dental marketing workshop, he now knows that social marketing is a new method of business marketing. of the day but with one big one reservation. He said you should address your vulnerability to competitors by posting negative comments about you, the results of which you will not have under control.
Another one of my clients enjoys Google’s ubiquitous dominance over e-commerce. Following Google’s success rules, my client’s site found itself at the top of several search results, giving it an edge over the global competition it had never dreamed of.
Yes, yes. We live in an age where sole proprietorship can compete on an equal footing with an international amateur if marketing is truly inspired. Is it possible to become part of today’s global business culture while remaining objective enough to fall behind and see the forest behind the trees? Can a marketer use the wisdom of his experience to develop new recognition strategies in uncharted waters?
One need only look at the success of such incredible entrepreneurs as Larry Page and Sergei Brin, co-founders of the company Google; Evan Williams and Biz Stone, co-founders Twitter; or Chad Harley, Steve Chen and Jowd Karim, who created YouTube; don’t forget so many others such as AppleSteve Jobs and Stephen Wozniak; MicrosoftBill Gates and Paul Allen; Amazon‘s Jeff Bezos; either eBayPierre Amidier. All of these people had a vision to create entities that would meet the needs of the new culture. In fact, some may say they created rather than met the need for culture thanks to brilliant marketing and an amazing business acumen. While all of these businesses continue to grow as time changes, how can we, as members of this society, respect the audacity of their successes?
Surprisingly, each of them moved through unexplored waters and in the process opened new horizons of technological excellence. Again, I ask, can a low business owner be inspired by such geniuses to elevate their own commerce to a level of constant prosperity despite economic uncertainty? I say that anything is possible because we are constantly in a state of economic uncertainty, be it 1975, 1995 or 2015. All you need is the belief that your work has no limits and that self-confidence is the most powerful force in accomplishing the impossible. “That you yourself were real …” – Shakespeare, Hamlet