Topic: Strategy

What To Do When Marketing Is Working Too Well?

Posted by angelquinn04 on 250 Points
For business reasons, my clients’ company needs to slow down sales in the next year. How do we employ an effective/unique maintenance marketing strategy while maintaining high customer awareness and satisfaction? We do not want to drive sales, but rather stay top of mind for next sales cycle. TIA
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  • Posted by mgoodman on Accepted
    To do justice to your question we'd need to know more details about the category, industry, primary target audience, current positioning, historical marketing strategy, pricing strategy, and category price sensitivity ... among other things.

    You can probably cut back on promotions and emphasize publicity and brand advertising /product placement.
  • Posted by telemoxie on Accepted
    I agree with mgoodman that it would be helpful to have more information about your company and marketing services and so forth...

    ... But as a general comment, I would suggest that you consider spending time and resources better understanding your customers and prospects, helping them to get maximum value from their relationship with you.
  • Posted by Jay Hamilton-Roth on Accepted
    Spend your resources to understand how they've used your services to produce "wins". These stories will help you to both highlight their successes in future campaigns and fine tune your marketing strategy.
  • Posted by chiron34 on Accepted
    From my experience, if you want to “slow down sales in the next year”, the quick fix is to substantially increase your product or services prices for new customers, while keeping your relationship with existing customers as they are at present. There will obviously be some difficult implications from such an action for your whole marketing strategy. I cannot comment further on that because you haven’t provided KHE with enough specific information for me to provide well considered advice.

    For example, when you say “How do we employ an effective/unique maintenance marketing strategy while maintaining high customer awareness and satisfaction?” are you referring to your existing customer base, who are already loyal but need periodic massaging, or are you referring to the creation of a new customer stream to be recruited at a slower rate than your past recruiting activities in this area?

    It really is difficult to give you useful advice without more detailed information.
  • Posted by Gary Bloomer on Accepted
    Without having more information, my immediate thoughts are to remove all calls to action and set up a waitlist sign-up option. This way, you still have leads coming in while building scarcity into the mix which in turn builds curiosity and FOMO (fear of missing out).

    For this, you tell potential clients there's a strict quota and that you'll only be accepting a limited number of clients in X timeframe.
  • Posted by Mike Steffes on Accepted
    You need to not "sour" people on your business, as you need them to remain very interested since you want them to show-up next year. Can you have something "under construction/in development" for a year?
  • Posted by Shelley Ryan on Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!


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