WHEN THE ORDER BOOK IS FULL

If you ask me…
There’s a common perception that when the order book is full to the gills and you’re wondering how to cope with demand, it’s time to relax the marketing effort. In reality, it’s time to increase it.

Beating the market
All markets suffer from dips in demand from time to time. You don’t have to go back far to find casualties from previous downturns, household names you would have assumed impervious to such a fall from favour.

I’ve spoken before about not ‘going dark’ in times of famine, but of equal importance is not taking your foot off the gas in times of feast. To position yourself in readiness for the largest slice of the action when the market slows down and when it recovers, you must keep pushing the peddle to the metal.

Future proofing your order book
As we have established in a previous Flower Power, at any given time between 5 and 10 percent of people are actively buying. It therefore pays to target future buyers and this is achieved by brand building.

Without wishing to go over old ground, placing your brand ‘front of mind’ can only put your business in pole position when future buyers are in the market. Building desire for your brand starts with making an impact. It’s what happens in between that ensures you end up with a sale.

Have you ever thought?
Unlike most races, the race your brand is competing in has no finish line.

Until next time…
Phil Westwood
Creative Director, Greensquare