Flexibility
Posted on June 3, 2008
Filed Under Branding You
Success at branding means being flexible in your response to unpredictable shifts in market conditions. What you offer can be a perfect fit for today’s economy and consumer needs and totally off the mark a year from now, when conditions change or your competitors may change the dynamics of the entire game.
Individuals and businesses often fail because they refuse to alter their approach in times of uncertainty. Travel agencies weren’t prepared for the advent of consumers having easy access to online booking. To succeed they’ve had to focus on areas where personal service is still an essential in the successful coordinating a trip, like group travel.
Similarly, the economy and the Internet are greatly impacting the fields of training, professional speaking and consulting. Rising costs are resulting in smaller budgets, as companies reduce their spending on expensive conferences and trade shows that require air travel and lodging.
Webinars and other less costly methods of electronic communication are becoming more commonplace. Participants log in rather than fly in and participate from the comfort of their home office, often while wearing their pajamas.
If you’re marketing your expertise to prospective clients in today’s economy, wait no longer on planning and implementing a strategy that involves video. Whether it’s a single streaming video greeting on your website, an entire series of video vignettes that you can email or a full-length program that you distribute via DVD – you’ll find that video is among your best calling cards. It allows you to concisely and professionally articulate and present your unique proposition to prospective clients in a compelling manner.
Strive for authenticity over style in your video presentations. Get comfortable with the camera lens and connect with your audience. Work with a company that will provide you with measurable data that track the results of your video marketing campaigns. Play close attention to what works in terms of response rates and sales conversions.
In all circumstances, remain flexible and willing to toss out what’s not working in favor of a fresh approach.
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Never say never.