With a recession typically comes a reduction in consumer confidence and a trend to delay or cancel big-ticket spend items. Building projects are the biggest ticket of them all. To combat this you should be looking at increasing your marketing. If you have been using “word-of-mouth” as your only marketing strategy over recent years, it’s time to review your activities in this space and put together a more comprehensive plan.
The first place I suggest you start in putting a marketing plan together is picking a market segment or two in which to focus your energies. Segmentation is the most fundamental of marketing concepts. To quote marketing guru Theodore Levitt, “If you’re not talking segments, you’re not talking marketing”. Furthermore, there has never been a greater need for effective segmentation, due to several factors: