Someone asked me the other day what the critical imperative is around demand generation as the recession eases.
In the ‘92 Australian recession recovery period, it was all about focusing demand generation imperatives around the critical selection factors that clients use to prefer suppliers….typically the same compelling issues that sit at the centre of their offers to their clients.
No rocket science there. But the element that gained best differential recognition was how the imperatives were executed….with flair, innovation; representatively across the segments and distribution network…and with adequate resources in place to get the orders and specifications.
It was, however, firstly about creating an emotional reason for the buyers to connect with the market offer. Get this right and growth projects flow nicely.
Consequently, competitors lost out. They were outgunned, out-innovated, out-offered , out-timed and consequently, were disconnected from the trade buyers’ wallets.
This recession is different because the downturn happened more quickly. Companies want to survive. You’ve gotta help them with initiatives to turn on their customers’ spending. Do that…and you’ll survive and grow.
My guess is that customers will still respond to an innovative offer around the compelling benefit they offer their clients. It’s up to us as business leaders to innovate around that space to get their attention, interest and loyalty.
What’s your view. Please comment…or click on the email link below.
cheers!
Pete Jeans
Director
SMO Sydney
http://www.linkedin.com/in/petejeans
Filed under: Uncategorized | Tagged: "business leadership", "innovation", "market offer", "Pete Jeans", "recession", "recovery"
interesting thoughts Pete…any product and service in the current climate has to meet a need as discretionary choices will be exercised by consumers. the Coles, feed yr family for $10.00 has been a huge success as the message is both emotional…we are here for you …and rational…good value . The results have been massive and one assumes the overall appraisal of the master brand is positive as a result. Regards,
Phil
I agree with Phil 100%. As consumers begin to step more carefully, it’s the burden of the merchant to think outside the box in a way that resonates with their target audience.
Good stuff,
-Mac