Yesterday I came across the potential to put together a proposal to create a website for a telecommunications business that does really well. Turns out that they have a horrible website that has not been updated in six years. I was approach by a Graphic Designer who is looking to re-brand, do a logo as well as a new brochure for them. She was looking at adding my services and expertise in Web Solutions because the client really needs help with the website. This client does not see the value in getting professionals to design and market their business. They have an awful logo that the owner put together and a printed brochure that is so bad the sales people in the company refuse to use it and send out emails instead.
You could argue that that company is doing well so who cares? My answer to that is that you need to grow and the one way to help that is to improve your overall marketing. If you change nothing then nothing will change. If you are doing well would you not want to do even better? You never know what will happen in the future with competitors or the marketplace. You cannot predict or control outside forces but you can control what you do.
I was not surprised to learn that the Graphic Designer asked the business questions and got no response or answers to the following. Who is your ideal client? Who are your main competitors? Where do you see your business in three years? Do you have specific goals for the amount of growth your company will do in the near or long term future?
Businesses that do well should invest in themselves in the form of branding and marketing. If the market turns or something happens that makes the business suffer they are unlikely to spend money at that time when they really need it most. It is similar to the idea that the businesses who increase advertising and marketing in a bad economy are much better off when the economy gets better. The reason why is because they are not only increasing their market share and potential client base but taking them away from the competitors who reduce or eliminate their efforts in a poor economy. Once the economy gets better guess who's going to benefit from the spending? My guess is that the gains are more than the savings incurred from cutting back.
The reason I wrote about this topic today (other than thinking about being approached by the Graphic Designer and business I mentioned) is this article I came across.
http://bit.ly/YQDnfu
It is not saying exactly the same thing but I wonder if luxury retailers who do well have ignored the internet simply because they are doing well? I do not know the answer but it made me think about yesterday's business who does really well and doesn't get or see the need to invest in branding/marketing/internet/etc.
Uson Consulting is based in the Princeton NJ Central New Jersey area in East Windsor, Mercer County, we serve the NY/NJ greater New York City area. Custom websites, website services, e-commerce marketing, web promotion and effective search engine optimization are all part of our web development services. We are a design company with graphic designers who love creating your custom website. Call (551) 265-8762 to see if you are eligible for a free site evaluation or a free website presentation.
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