It seems like change has been in the air, especially with the whirlwind of our recent presidential election. For me, being the newest member of Jet Marketing, change has been at the forefront of my most recent days. Starting a new job is filled with a tremendous amount of change. Every day presents me with new information and knowledge to internalize, analyze and sift through. For some, the changes that come with starting a new career can be rather intimidating. There is no denying that change comes with a certain amount of discomforts; however, if you remain steadfast in your pursuit and open to change, your extra effort will be sure to pay off.
Just as in life, change in business happens too. Because of this fact, your marketing should too. By remaining open and accepting of change, a company has a better chance of staying current and finding new opportunities. With the ever-changing times (and the high frequency in changing consumer tastes), it’s not a bad idea to evaluate your marketing strategy on an annual basis. Through consistent analysis you can effectively make adjustments needed to remain current and find new opportunities otherwise overlooked. You may find that there is a brand new resource or avenue that can help you better reach your target customer and ward off competitors. Maybe there is a new social media tool or B2B product that can boost your appeal?
A change in marketing strategy can also help you increase your product’s natural life cycle and respond to any outside factors that may arise. In an article in the small business section of The Houston Chronicle, entitled, “Why Is There a Constant Need for Change in Marketing?” it was suggested that small companies should change their marketing strategies during different stages of the product life cycle. For example, in some cases a company may be forced to lower the price of a product in order to stay competitive as the market expands. On the flip side a need for marketing change may arise from fluctuations in law, technologies, or reductions in resources. One example being the scarcity of cork in the wine industry. Many wine producers are moving to alternate materials, such as, plastic and twist lids in order to combat the reduction and higher prices of cork.
In life and business change happens. Because change comes with a certain amount of discomforts it is a natural impulse to want to avoid it; however, it is imperative to remain steadfast in your pursuit and open to change. In the big picture, all of the discomforts due to change are only temporary and your extra effort will be sure to be rewarding.
Jenn Holm, Account Manager
Jenn has never been one to avoid the discomforts of change. She enjoys adventures both big and small and really, sometimes, what better adventure is there than challenge?