QUE HACER Y QUE NO HACER
Contestando un post de Carlos Blanco sobre la crisis en los medios offline he pensado en ampliar el post que estaba preparando sobre estrategias de publicidad y marketing en tiempos de crisis.
En epocas difíciles de crisis y recesión, existen muchas empresas que realizan recortes siempre en el mismo area:
- Publicidad
- Marketing
- Atención al cliente
- Personal en esas áreas
Si se han planificado otro tipo de acciones por ejemplo en el área comercial podría resultar positivo, pero no siempre ocurre así.
Os dejo unos ejemplos de como afrontar la crisis:
QUE HACER:
-Estudio de eficiencia global que no agregue valor al cliente.
-Conocer al cliente y a sus respectivos clientes mejor que la competencia.
-Reducir las medidas de los envases y promociones, para vender a menor precio sin bajar la calidad.
-Vender soluciones.
-Posicionamiento.
-Alianzas estratégicas con otros socios en areas de negocio más debiles (joint ventures)
-Atención al margen operativo y el cash flow.
-En la medida de lo posible, reducir plantilla, no más de un 10%.
-Ser rentables.
-Focalizar en el negocio principal.
-Control centralizado.
-Outsourcing.
-Atención a los clientes más grandes e importantes.
-Agregar valor emocionalmente a la marca, producto o servicio.
-Innovar, presentar novedades.
-Renegocia tus contratos de publicidad con caracter de ampliar a menor costo.
-Mantener la inversión en Publicidad y Marketig es ampliar la participación en el mercado.
-Creatividad interna, estimulación de tus empleados con técnicas de premios y promos.
-Incentivar, motivar y premiar a tu equipo de ventas, que se sienta respaldado, entender sus dificultades.
-Pensar como el cliente, ponerse en su lugar.
-Estudio sobre la publicidad efectuada.
QUE NO HACER:
-Recortar los gastos de manera exagerada.
-No crear productos ni marcas baratas que no tengan un valor añadido.
-No bajar los precios, dos motivos principales
- Puede generar una guerra de precios que destruiría el mercado
- Baja percepción de calidad por parte de los clientes.
-Mantener las inversiones en Marketing y publicidad.
-No ejercer una presión excesiva en el equipo de ventas.
-No incitar al cliente con descuentos sin valor añadido o carentes de interes por mantener los objetivos.
-No desvies tu atención hacia la competencia, piensa en el cliente.
Esta crisis sera muy ventajosa para aquellos que llegan con el bolsillo lleno.
Comprar más publicidad y a mejor precio.
Las empresas que invierten en publicidad en tiempos de recesión y crisis, obtendrán ventajas sobre su competencia en cuanto bajen la guardia, un aumento de las ventas, más rentabilidad y porcentaje en el mercado.
No se trata tampoco de hacer más publicidad, la publicidad más cara es la publicidad inefectiva.
Pero de esto hablaremos en otro post.
¿Se os ocurre algo más?
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Pero que ocurre cuando la crisis te alcanza de tal manera que tus posibilidades de invertir en publicidad se agotaron y hacerlo compromete seriamente los ultimos recursos y subsistencia de la empresa???
El problema no es decir sigue haciendo publicidad, sino que se puede hacer con los recursos que ya se tienen y cuando los de arriba (el jefe) no te asigna presupuesto para publicidad. La crisis nos agarró de sorpresa a todos, estoy de acuerdo que la crisis es ventajosa cuando te agarra con dinero en el bolsillo, pero seamos realistas, a quienes o mejor dicho a cuantos nos agarró con dinero en el bolsillo, entonces lo que ahora debemos pensar es que estrategia vamos a seguir con los menos o nulos recursos económicos y como hechar mano de los recursos ya existentes y la infraestructura de la empresa.
Estoy de acuerdo contigo, si no bajamos la guardia vamos a salir a flote, no hay que seguir como borregos a todas las empresas que adoptan un bajo perfil como medida de protección, que dicen pues hasta que aguante (que tal y en eso termina la crisis y yo sigo vivo) y muy respetable pero porque no mejor invertimos todos los recursos ya existentes en la compañia para poder nadar contra corriente.
Me gustó mucho tu post felicidades!!!
@ Victor visto desde ese punto de vista puede parecer el fin del mundo.
No es necesario estar en crisis para tener un presupuesto ajustado o carecer de el.
Yo aplicaría estrategias de Marketing viral o de guerrilla que con costes muy reducidos se pueden hacer grandes cosas, dependiendo de la actividad de la empresa.
No obstante el poder de la imaginación es increíble.
Tenía un amigo que me decía siempre que ” con la barriga vacía no podía pensar”.
Yo le contestaba que normalmente los que no tienen recursos suelen ser los más espabilados en crear soluciones más eficaces.
Saludos y gracias por comentar.