While the economic climate is in a constant state of change, great marketers understand they must stay remarkably in tune with their communities.
While many people say the recession is over, that doesn’t mean the recovery will be spectacular. In fact, there will be nothing fair about the recovery ahead. To the contrary, it will heartlessly divide those who are prepared for a transformed world and those who are not. While each of us is worried about a host of things, the biggest concerns are normally centered on our ability to increase sales. We wonder where our next sale will come from and whether or not we will have anything of value in the future. The gist is that our economy gained strength in 2014 and is likely to keep that momentum in 2015. But even among the greatest marketers, there is widespread unease that margins for error are wafer-thin. If we take our eye off that key account, even for a moment, it may be gone. Get a little careless with costs, and profitability could take a hit. Think for a minute that you have it all figured out, and you may quickly learn otherwise. In Epicomm’s recent “Printing Business Conditions” survey, marketing services executives say the future of print will be targeted. In other words, they believe that customized content delivers unique value and allows you to connect more deeply with your clients. And the more you connect with them, the more resistance there is to drop you as a provider. So, while the economic climate is in a constant state of change, great marketers understand they must stay remarkably in tune with their communities. They realize that if the rate of change on the outside is greater than the rate of change on the inside, they are in trouble. As we continue to preach about going deeper with clients, we ask you to spend some time with our latest issue. In our cover story, “Corporate Jungle,” entrepreneur and author Dr. Colby Jubenville discusses how to truly stand out as a brand. In our second feature, “Brand Police,” marketing and legal experts weigh in on the disciplines of protecting your brand and its reputation. So, while the recession may be over, the recovery will not be a rising tide that raises all boats. We will need to focus on our clients and remain open to the changes that inevitably lie ahead.