East Arlington, TX (PressExposure) September 28, 2009 -- I would d swear that some customers seem to specifically wait until I think I know what it is that they want to change on me. People are changing all the time. Each day can yield some very different results.
This is so, especially if you are not paying attention. This creates a difficult situation between two different important parts of marketing: planning ahead and changing customers.
You simply have to plan ahead if you want your marketing to flourish. The best ad campaigns can take a lot of time to develop, and if you aren't planning far enough in advance a single mistake might set back your entire ad campaign for months or more, harming your image and removing your presence in the marketplace. This is one of the worst case scenarios for most companies, and something to avoid if at all possible.
In order to avoid it you will need to stay on top of your marketing and get as much done well in advance. That way if things get delayed your marketing itself won't be delayed, because you're handling it well before it will be due.
But what do you do about your customers quickly changing on you?
The first thing you do is set up a strong system of research that keeps track of the market and any changes in it. This system needs to be designed to follow all of your current marketing along with what other companies are putting out there as well.
You have to keep track of what is being used, how it is being used, and how successful it turns out to be with your customer base. This is particularly important because if your competition puts out a new type of marketing that works wonders, you're going to have to alter your own marketing to compensate for it.
Okay, so you have your system in place, what else can you do? The use of things like templates will give you more room to maneuver. Say you are planning to use posters. Develop a number of strong poster templates you can use that cover the basic design of the posters. Now you can alter certain key features on your poster template without having to design a completely new one. You can keep up with changes in the marketing without altering all of your marketing plans.
From poster templates to a strong level of research in the marketplace, you just have to have a marketing system in place that can adapt quickly, and that keeps close attention to everything going on around you. If you stop paying attention you might find yourself being quickly swept aside before you realize it, or find your previous research becoming dated quite fast.
Once you have the system in place all you have to do is sit back and keep it updated to be sure you never are left behind the others in your industry.