Ideas for profitable
communication
by Baruch ter Wal

Lest we forget

We learned some useful things during the recession.

Yesterday I hung out with a room full of buzzing entrepreneurs who saw more opportunities than they had time to grab (I’m not quite sure what Auckland would do without The ICEHOUSE).

As much as it looks like 2010 will be a great year, it was clear that many of the opportunities spring from what we learned during the dark days of 2009.

We learned that marketing benefits – new or deeper relationships and sales – should be measurable.

We learned to seek lower cost channels that were just as effective as the old high cost ways of getting attention (one of my favourite stories was Turners Auctions tripling profits while cutting marketing spend in half to focus on a smart online strategy).

We learned to paint a clear picture of how our products and services would improve our customers’ lives and businesses.

Let’s not forget.