Remember your high school chemistry? When you heat a gas, the molecules move more and are more likely to collide?
Same thing happens in a bad economy. It might not be visible to the naked eye, but consumers are moving more, and there is a greater opportunity for you to collide with them.
Case in point: tomorrow, I’m changing my eye doctor. I have been going to my current eye doctor for nearly 20 years, and I thought (and still believe) that he is one of the best. I also always thought he was a little on the pricey side, but for the better part of 20 years that wasn’t part of my decision making on this purchase.
But things are different now. Consumers (and I’m one of them) are re-examing every purchase. So, this new economy made me stop and re-think what had always been a habitual decision. I started thinking, “What am I getting for his higher price”? That combined with the fact that his office isn’t very convenient to where I work or live, suddenly put me in play as a consumer.
I heard an ad for a local eyeglass store that was offering a free exam with an eyeglass purchase plus they were offering two glasses for the price of one. There was a time that even if I heard that ad, I wouldn’t have paid attention because I was satisfied with the relationship I had with my eye doctor.
Today, this economy has consumers re-evaluating almost every one of their buying relationships. This means consumers are moving more. You can get the attention of someone today that you had no shot at one year ago. You have to match their movement with your own through aggressive marketing and experimenting with new offers. Do that, and you will increase the amount of “collisions” you have with new customers.
There’s no better place to start than your website. When consumers are researching alternatives for their existing relationships, they go to the web. You simply have to have an effective website that either by paid search engine marketing or natural search engine optimization, appears on the first page of the results for the phrases your consumers are using. You’ll be amazed at how many consumers you can collide with.