1. Industry Insights
2. Marketing Thoughts

Industry Insights

We all know that we are living in a difficult and sobering time. Indeed, the world which we have known changed, perhaps irrevocably, on September 11. Over the past few decades, we have weathered several recessions, albeit with some degree of personal and financial stress. Our country has been through war, even ones far more divisive than the one we face today, and we have survived. Without a doubt we face a difficult time now, yet we'll survive this too.

What does that mean to businesses, particularly those involved in education and learning? Do we continue to do business as usual? Do we need to modify what we do? How do we weather the increasingly turbulent economic waters? How does one cope with unprecedented challenges for which there are no expert solutions-in fact, no experts? We've been considering these and other questions for several weeks now and are beginning to have a glimmer of some answers.

In this month's newsletter, we share some of our thoughts on how to adapt to today's changed business environment.

• Current Issue
• December 2003: Update on Federal Anti-Spam Legislation
• November 2003: Direct Mail Tips
• October 2003: Impact of Spam on Direct Email; Value of PR (Part III)
• July 2003: The Value of PR (Part II)
• March 2003: The Value of Public Relations (Part I)
• December 2002: Reader Feedback on Hawthorne's 50 Tips
• November 2002: Making Sales in a Tough Economy
• September 2002: The Secrets of Effective Communication with Customers, Employees and Partners
• June/July 2002: ROI & Distance Learning
• May 2002 Newsletter: Accelerating E-Learning Adoption Inside Organizations
• March 2002 Newsletter: Trends in the Training & E-learning Industries
• October 2001 Newsletter: Marketing Thoughts
• August 2001 Newsletter: E-Mail Direct Marketing Tips
• June 2001 Newsletter: Marketing E-Learning Inside Organizations
• May 2001 Newsletter: Sales & Marketing Tips for Tough Times
• March 2001 Newsletter: Search Engine Visibility Tips
• February 2001 Newsletter: Trade Show Tips
  
• January 2001 Newsletter: Marketing Tips

Marketing Thoughts

1. Above all we must be flexible and resilient. What seems like an answer today may change, leaving us with a new set of variables.
   
   
2. Customers are more on edge and less able to think clearly about their own needs or plans. Just as the businesses of those selling to corporations has changed, so has the business of the corporations. What this means is that customers have shorter attention spans. They are thinking month to month. But at the same time Americans like to think longer term. That's why many of them will respond well to a conversation about the first quarter of 2002.
   
   
3. Customers are risk averse. They want to purchase products from companies that have a solid track record--companies that are trustworthy, reliable and responsible. Coming at a customer with a quick, cutting-edge solution (language used prior to September 11) may backfire. We are recommending that marketing language reflect the current needs and mindset-safety, security, reliability etc.
   
   
4. Now for some specific advice:
   
   • Consider selling parts of the larger solution: Some customers may hold back from the purchase of a complete "solution". Instead they may want to opt for a part of what you offer. -the part they need today. Salespeople should listen for that request. You may want to consider offering parts of the solution and even leading with your flexibility and a list of what you sell. This is one of those evolving observations which needs to be tested weekly.
     
     
   • Look outside the US: Companies outside the US have thus far suffered far less from the economic problems and are far more used to dealing and living with the threat of terrorism. We are recommending that, if possible, you increase your emphasis on attracting customers located outside the US.
     
     
   • Avoid Direct Mail if Possible: Direct print mail campaigns, at least for the rest of this year, are not the way to market. Any mailing involving an envelope has much less chance of being opened than ever before; postcards and self-mailers are preferable, at least for the time being. In addition, we suspect that many governmental and corporate mailrooms are simply dumping all third class mail and not delivering it. The option is direct opt-in e-mail which has proven to us this year to be a better response vehicle in some circumstances than print mail. In the spirit of Answer 1 above, recognize that this advice could change overnight if there is serious virus scare.
     
     
   • If you do undertake direct print mail here's some tips from the Direct Marketing Association . Click here to read the article.