Manizesto

This is the second in a series of three on marketing to money-strapped customers.

Previously, we talked about the importance of truly understanding your customers during tough economic times, and then I discussed how Ford is showing their understanding following a disastrous tornado in Iowa last month.

So what is next? It’s simple.

Once you understand your customers’ problems, find a way to solve them. Generally, with a weak economy, people are more hesitant to make big commitments with their money, so as a marketer, it’s your job to think about how to ask for smaller commitments from customers than before.

Instead of asking for payment up front, consider down payment options or payment plans. Instead of just giving your price, show your price compared to those of competitors. Instead of asking customer to educate themselves on your products, offer free information (such as white papers, free samples, trial versions, newsletters or webinars) to help them make good decisions. The best solutions are ones that will lead to a long term, mutually beneficial relationship between you and your customers. Think about that as you find ways to reach out to customers in this tough economy.

Stay tuned for part three where we’ll discuss marketing to existing customers in a tough economy.

(photo courtesy rougerouge)