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Marketing in a Time of Turbulence

Peter Drucker once said that “The greatest danger in times of turbulence is not the turbulence; it is to act with yesterday’s logic.” Drucker could not possibly have envisioned the turbulence we are experiencing today, yet his words are very applicable. If you have not started to strategically examine and realign your marketing, you might want to do so now.

Every market experienced some change over the past few years. It’s time to look at the impact of these changes on your business and realign your marketing strategy. When the market changes, you cannot continue doing what worked before and expect it to work as well today or tomorrow if it works at all anymore. Look at your entire operation, and consider the changes or adjustments you may need to make to your product line, pricing, and overall marketing strategy.

This is a great time to reassess your marketing, since business planning for 2024 is right around the corner. Here are some questions to help guide you as you consider the pivot(s) you may need to make to your strategy and plan:

Market Considerations:

Many, if not all, markets have changed in some way this year.

  • Is your market the same size?
  • Are there new opportunities or market subsegments?
  • Has there been a change in demand (increase or decrease)?
  • How have changes in the market affected your business model?
  • What has the effect on your competition been? Is it greater or less than the impact on your business?

Product Considerations:

You need to look at the relevance of your products and services too.

  • Is your product or service still relevant?
  • Does your target demographic want or need different products, features or services?
  • Are your offerings still affordable to the market?
  • Have your offerings grown with your clients, or are your clients outgrowing your offerings
  • Does the market still trust your product and company?

Pricing Considerations:

Lastly, the value proposition may have changed, and your pricing model – or offerings – may need to be adjusted in response.

  • What economic challenges are you facing?
  • How much revenue do you need to remain profitable?
  • Will you need to adjust your pricing (again)?
  • Can you adjust your price profitably, or do you have to realign your offerings?
  • Has your value proposition changed?
  • Do you need to choose a different pricing strategy and model?

The best approach would be to start with a reference point of today and look into the future to make decisions about pivots. We have been helping a myriad of clients strategically respond to the new realities with their marketing. We’d be delighted to work with you as well. You can schedule a call with us here.