Manizesto

This is part three in a three-part series on marketing to money-strapped customers.

Now that we’ve gone over how important it is to understand your customers and find ways to solve their problems, let’s talk about what may be the most important aspect of marketing in a tough economy: taking care of existing customers.

Here’s what you should work hard to do.

1. Show you understand the circumstances. Nothing is more frustrating to consumers than feeling like a company does not understand them. Companies show this attitude by not being flexible, by having continuously high rates and otherwise communicating indirectly that you’re “business as usual” when the economy says it’s not.

2. Go out of your way to alleviate their difficulties, even if it means losing money initially. Ford is doing this with their payment deferment program, you can think of ways to do this for your customers.

3. Consider a loyalty program. If you’ve thought about it and haven’t developed a loyalty program yet, now is the time to do it. Show you care by providing perks to your best customers to keep them coming back.

4. Make paying easier. Offer monthly payment options, down payments, and other payment plans, and if you don’t accept every form of payment, do it now.

5. Offer stripped-down versions of products & services. Think about how you can simplify your offerings so you can offer them at lower prices. If you have a sandwich shop, offer a sandwich with less toppings; if you have a consulting service, offer less in-depth packages at a lower price point - you get the idea.

6. Give stuff away for free. Free consulting, free samples, free information, free trial memberships. Whatever value you can provide customers that won’t cost them money will help you position yourselves as a company that adds real value to them.

7. Have outstanding customer service. This is the ultimate way to show you care (and it’s free!). Work hard to please every customer, take care of problems, provide deliverables ahead of schedule, and always, always answer the phone. Showing you’re there for customers cannot be overemphasized.

8. No doomsday talk. The last thing you want to keep reinforcing to people is how difficult the economy is. They already know that; no need to keep bringing it up. Keep your messaging positive, understanding and always, always add value.

Photo courtesy dziner.