50 Strategies For Winning In Tough Times By Peter Fisk 2008
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50 Strategies For Winning In Tough Times By Peter Fisk 2008

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50 strategies for winning in tough times - how to retain customers, focus propositions, manage price, leverage brands, drive innovation, deliver performance in a economic downturn

50 strategies for winning in tough times - how to retain customers, focus propositions, manage price, leverage brands, drive innovation, deliver performance in a economic downturn

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50 Strategies For Winning In Tough Times By Peter Fisk 2008 50 Strategies For Winning In Tough Times By Peter Fisk 2008 Presentation Transcript

  • 50 strategies t t i for winning in tough times peterfisk@peterfisk.com www.theGeniusWorks.com www theGeniusWorks com
  • 50 strategies for winning in g Products Messages Channels Customers Propositions Pricing Sales & Services S i & Media M di & Partners P t tough times 1 8 15 22 29 36 43 Retain and Find more Be the Rearticulate Design lower Do more with Reward Tell a different Relationship Smarter grow the best profitable customer your brand price entry fewer, better behaviour chg story building customers markets champion story points partners not retention 2 9 16 23 30 37 44 Understand Break Target the Drive physical Stimulate with Franchise Meet more Changed Faster the changing solutions into premium and virtual short, select and license to people and priorities priorities components downshifters advocacy promotions new markets more often 3 10 17 24 31 38 45 Connect with Introduce Innovate for Participate in Time to More self Become the Innovative the new new business the upturn customers’ challenge the service and trusted agendas models now networks regulation user creation advisor 4 11 18 25 32 39 46 Target your Make more Find new Focus on Reengineer Sell through Use Win and Reengineer to Distinctive competitors free, charge applications what makes for the “99” Share risk unusual everything to winback price points customers for services for products you special price points channels sell 5 12 19 26 33 40 47 Emotionally Personalised Educate Be human, Extend your Enhance the Use staff as a Real empathise becomes customers to passionate payment total customer trusted with people normalised achieve more and caring terms experience salesforce 6 13 20 27 34 41 48 Stop doing Combine Find a niche Streamline Define the Sell direct to Forget share, Retain and Focused unprofitable Accelerate luxury at and be special variable costs Go green now new value your best focus on Profit grow business low cost for it proactively points customers profitability 7 14 21 28 35 42 49 Create a new Time to Give people Be the Customers Cut costs Be bold, Maintain Get our Inspiring vision for the launch new a reason to spokesperson choose the unrelated to be brave, confidence there market products smile for your world price customers be brilliant © The Genius Works 2008 peterfisk@peterfisk.com www.theGeniusWorks.com
  • Customer strategies for winning in tough times 1 Retain and grow the best Smarter customers 2 Understand the changing Faster priorities Best Buy 3 Connect with the new Innovative agendas 4 Target your competitors Distinctive customers Tool 1: Customer Immersion 5 Emotionally empathise Seeing your business from your customer’s perspective, what they are seeking to Real R l achieve, and what matters most. with people 6 Stop doing unprofitable Focused business 7 Create a new vision Inspiring for the market © The Genius Works 2008 peterfisk@peterfisk.com www.theGeniusWorks.com
  • Product strategies for winning in tough times 8 Find more profitable Smarter markets 9 Break solutions into Faster components 10 Introduce Innovative new business models 11 Make more free, charge Distinctive for services Tool 2: Market Maps 12 Personalised becomes Example of market R l Real analysis of your core normalised and adjacent markets, understanding the 13 relative growth and Combine luxury at profitability within each Focused Accelerate low cost potential market (defined by category, 14 geography or customer Time to launch new segment). Inspiring products © The Genius Works 2008 peterfisk@peterfisk.com www.theGeniusWorks.com
  • Proposition strategies for winning in tough times 15 Be the customer Smarter champion 16 Target the premium Faster downshifters Zara 17 Innovate for the Innovative upturn now 18 Find new applications Distinctive for products Tool 3: Energiser Pyramid 19 Educate customers to Consider what matters most R l Real to customers, in terms of achieve more essentials, what more you 20 enabling them to do, and what really energises them Find a niche and be emotionally. Then match Focused special for it products and services d t d i against each tier. 21 Give people Inspiring a reason to smile © The Genius Works 2008 peterfisk@peterfisk.com www.theGeniusWorks.com
  • Communication strategies for winning in tough times 22 Rearticulate your Smarter brand story 23 Drive physical and Faster virtual advocacy 24 Participate in Innovative customers’ networks 25 Focus on what makes Distinctive you special Tool 4: Marketing Networks 26 Be human, Participating in the networks p g R l Real which customers belong to – passionate and caring associations, affinity brands, 27 social networks. Use network marketing techniques eg Streamline variable email, blogs, etc to drive Focused costs proactively advocacy and referrals. d d f l 28 Be the spokesperson Inspiring for your world © The Genius Works 2008 peterfisk@peterfisk.com www.theGeniusWorks.com
  • Pricing strategies for winning in tough times 29 Design lower price Smarter entry points 30 Stimulate with short, Faster select promotions Tchibo 31 Time to challenge Innovative the regulation 32 Reengineer for the Distinctive “99” price points Tool 5: Market Disruptions 33 Extend your payment Define the conventions of Real R l terms your business, then consider ways of changing them (such 34 as inversing them) and how this sparks innovative ideas Define the new Focused value points 35 Customers choose Inspiring the price © The Genius Works 2008 peterfisk@peterfisk.com www.theGeniusWorks.com
  • Distribution strategies for winning in tough times 36 Do more with fewer, Smarter better partners 37 Franchise and license to Faster reach new markets Smart 38 More self service and Innovative user creation 39 Sell through unusual Distinctive channels Tool 6: Customer Experiences 40 Enhance the total Mapping each step of the customer (client and end user) experience experience. Real R l customer experience Eliminating what does not add value to them, adding ideas from other sectors and ways to add more value. 41 Sell direct to your Focused best customers 42 Cut costs unrelated Inspiring to customers © The Genius Works 2008 peterfisk@peterfisk.com www.theGeniusWorks.com
  • Sales strategies for winning in tough times 43 Reward behaviour change Smarter not retention 44 Meet more people and Faster more often Avon 45 Become the trusted Innovative advisor 46 Use everything Distinctive to sell Tool 7: Leadership Profile 47 Use staff as a trusted Understand your role as a y R l Real leader within your business, salesforce within your partnerships, and 48 within your industry. Define a vision, and engage people in Forget share, focus working towards it, in tough Focused on profitability ti times as well as good ti ll d times. 49 Be bold, Be brave, Inspiring Be brilliant © The Genius Works 2008 peterfisk@peterfisk.com www.theGeniusWorks.com
  • 50 strategies for winning in g Products Messages Channels Customers Propositions Pricing Sales & Services S i & Media M di & Partners P t tough times 1 8 15 22 29 36 43 Retain and Find more Be the Rearticulate Design lower Do more with Reward Tell a different Relationship Smarter grow the best profitable customer your brand price entry fewer, better behaviour chg story building customers markets champion story points partners not retention 2 9 16 23 30 37 44 Understand Break Target the Drive physical Stimulate with Franchise Meet more Changed Faster the changing solutions into premium and virtual short, select and license to people and priorities priorities components downshifters advocacy promotions new markets more often 3 10 17 24 31 38 45 Connect with Introduce Innovate for Participate in Time to More self Become the Innovative the new new business the upturn customers’ challenge the service and trusted agendas models now networks regulation user creation advisor 4 11 18 25 32 39 46 Target your Make more Find new Focus on Reengineer Sell through Use Win and Reengineer to Distinctive competitors free, charge applications what makes for the “99” Share risk unusual everything to winback price points customers for services for products you special price points channels sell 5 12 19 26 33 40 47 Emotionally Personalised Educate Be human, Extend your Enhance the Use staff as a Real empathise becomes customers to passionate payment total customer trusted with people normalised achieve more and caring terms experience salesforce 6 13 20 27 34 41 48 Stop doing Combine Find a niche Streamline Define the Sell direct to Forget share, Retain and Focused unprofitable Accelerate luxury at and be special variable costs Go green now new value your best focus on Profit grow business low cost for it proactively points customers profitability 7 14 21 28 35 42 49 Create a new Time to Give people Be the Customers Cut costs Be bold, Maintain Get our Inspiring vision for the launch new a reason to spokesperson choose the unrelated to Be brave, confidence there market products smile for your world price customers Be brilliant © The Genius Works 2008 peterfisk@peterfisk.com www.theGeniusWorks.com
  • Action Labs … smart thinking, practical action ... in one day Attracting and retaining Market your best customers shaping strategies g Customer “a crisis is a turning point… when customers and competitors change, Champions and when new strategies are created” g Improving faster smarter innovation marketing g effectiveness seizing the opportunities of disruptive change g in your markets Marketing for growth, profitability and value creation … Selling more by spending less … focus, measure, improve
  • peterfisk@peterfisk.com www.theGeniusWorks.com www theGeniusWorks com