Printers General in Sheffield
As we observe general market comments and discuss future plans with our clients the team at Rare is acutely aware of a growing nervousness about the near term prospects for the UK economy and its effects on the nation's businesses. These fears cannot, of course, be simply ignored. But it is all too easy to create a self-fulfilling prophecy.Yes the economy is tougher than at any time for many years. For many managers this is a new experience. They weren't around running businesses last time the UK experienced anything resembling a recession. So coping with the effects will be a new challenge.For sure, credit is tight and the various budget statements look gloomy.But what should you do when faced with potentially slowing sales and dipping confidence levels? For some the answer is to retract: cut costs, cancel initiatives and ride out the storm. But when business growth is tougher to achieve, is it not the time to be brave and to maintain a focus on customer acquisition, product launch support and market share gain?There is no single answer. Much will depend on market sector and on the strength of position of individual companies. But many businesses have gained during tough economies by positioning themselves as safe havens for consumers. Customers do not simply go away during economic downturns. But they do become more selective. Some will look for bargains. Others may spend less but spend more wisely.Rare works primarily in B2B and Public Sector environments. But we can learn a lot from a look at consumer markets. One clear current theme is a focus on premium markets.Only recently we heard an announcement of increase in profits At Standard Life, the CEO of Standard Life referred to industry leading customer service and consumers "flight to quality" as two critical factors in their success.Elsewhere, brands from cars to discount retail chase the premium consumer, who will is seen as more "recession proof" than most. Two of the more interesting moves involve discount retailers Netto and Poundland. Whilst the Big 4 supermarkets have all found success with their Value, Basics and similar ranges, arch discounter Netto recently announced a new premium range, Simply Irresistible.Meanwhile Poundland have announced an agency search for their first ever advertising campaign as they bid to secure their position as the best of the pound shops.So what about B2B? Well each situation will be different, but here is our take on a few basic ground rules:§ Examine your audience sectors and identify those who will be least affected by economic downturn. Make these sectors your priority targets.§ Don't stop prospecting, and if you don't prospect start now! § Be clear about what your business stands for. Focus on your points of differentiation and communicate them clearly. Business consumers are no different to domestic consumers. They want to choose brands and suppliers that are going to be around in the long term. They want quality, reliability and service as well as value. This is your chance to gain share from weaker, more vulnerable players.§ Don't allow fear to dictate your commercial policies. Maintain your brand values when chasing deals. Prices are far harder to increase than decrease.§ If you have a clear market focus, stick to it. Business that didn't make sense (or couldn't make money) in better times doesn't make any more sense today. § Continue with a proactive, positive marketing stance. Maintain spending and focus it well. Those companies who come through the next year strongest will be far better positioned for the upturn than those who neglect their brands during the downturn. For a no-obligation discussion about how Rare Creative Group can help your business with results-driven marketing communications programmes that are both strategic and creative, contact Steve Beaumont, New Business Director on 0114 282 3429 or complete our brief enquiry form.
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Whether it is a stand-alone project or the start point of an integrated campaign, we love creating strategic insight, brand positioning and messaging and delivering campaign planning 2 We're creative
Once the strategy and direction is fixed, our creative teams will bring the ideas to life with strong, impactful and effective designs that deliver results
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