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ENS on SalesENS on Sales is Wayne's weekly media sales tip. You can signup below to get your free copy in your email every week, and you are welcome to view our archives. To request more information please complete the following form:**All requests are submitted only to Angela and Wayne of ENS Media Inc.**
Crisis BeneficiariesCrisis Beneficiaries I know it sounds cliché, but problems really are opportunities in disguise. The trick is to learn how to uncover and capture the opportunities in this economy.
Last week I sat on a plane beside a building contractor headed for Arkansas. I opened the conversation with, “I guess things are a little slow for your business right now?”
“No”, he said, “this economy has created all kinds of new opportunities.”
Looking for more ammunition for our seminars I inquired about those ‘opportunities’.
“I’m on my way to a plant in Arkansas right now that is doubling its staff and building a huge addition,” he said.
He went on to explain the factory that was booming made frozen waffles, pancakes and pastries. He said that people with large families were going to restaurants less and opting to prepare convenient low cost meals at home. The frozen waffle factory couldn’t keep up with new-found demand.
Sometimes it’s alternative products or services that capture opportunities in the face of adversity, and sometimes it’s simply developing new marketing strategies to capture the silver lining in the economic clouds.
R.L. Polk, the Michigan based automotive marketing consultants, reported that although overall vehicle sales in January, 2009 were down 37%, Hyundai’s sales jumped 14%!
Hyundai’s marketing strategy tapped into the uncertainties weighing on consumer spending. Their ‘Assurance Program’ simply offered to let buyers return their new Hyundai cars within one year if they get laid off.
It is often fear rather than reality that holds back consumer spending.
Hyundai’s offer wasn’t about discounts and rebates, it was about letting buyers sleep at night.
Our Winning in the Silver Lining Economy seminar helps advertisers and media salespeople, understand how to uncover opportunities like these and more.
The last seminar we facilitated resulted in 18 new clients coming on air for the host stations.
To learn more, or to schedule our Winning in the Silver Lining Economy seminar in your market, contact wayne@wensmedia.com .
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