Embracing The Back To Basics Movement
Mar 29th, 2010 by David Svet
Shell shocked by the current recession, some businesses are resorting to extremes. Several large businesses recently told me that they are simply doing no marketing at all this year. They’d like to be called in November so that we can plan for 2011. Seriously, call me next year? Other businesses are seeing the downturn as a time to reset, a time to get back to basics. Even consumers are wisely getting back to basics. Seed and garden implement sales are up anywhere from 40% to 75% this year. It’s actually resulted in a shortage of onion seeds.
What does this mean? Well, it could mean that there will soon be a whole bunch of fat, suburban rabbits with bad breath. This would be great news for Bing and Lellow, my neighbor’s cats, who are in the business of thinning the neighborhood rabbit herd. They’re thrilled that everyone is sowing seeds.
From a business standpoint, sowing seeds and gardening have become essential skills. In a downturn you can no longer count on being able to rely on work walking in the door. Relationships matter. Knowing your customers’ needs matters. Keeping track matters. A comprehensive plan tied to a strong measurement system is the only real alternative to relying on luck. Businesses whose marketing systems were in place before the recession and who continued to press forward are surviving. If your systems could stand some refinement, and everyone’s probably could, now is the time. You will likely never have less to track. You will likely never be this lean again. Smart businesses are seeing this as an opportunity. Others would like to be called next year.
What are you doing to get back to basics?
Illustration: by Wallace Tripp, This illustration is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported license.
“You will likely never be this lean again.” i share the optimism in this sentiment, Dave. yet i also wonder, as we get deeply entrenched in rapidly evolving technologies meant to streamline workforce structures whether or not lean will in fact become the new black. in concept. the very notion of sustaining minimal headcount while maintaining or increasing productivity sounds like a bottom line freak’s dream..but to your point, are orgs (large mid and small) taking stock of the tried-true-and-tested marketing basics? in my view, are they at least consulting with in-house or longstanding experts in the field to properly evaluate opportunities, re-tweak strategies, re-visit ideas, etc. indeed, there is tremendous value (likely overlooked or ignored) in referring to learnings/outcomes borne of plans/strategies modeled after the basics..in *any* discipline
thanks for the thought share - gr8 to swing by and say hello again - a
Autom, I agree that this is a bottom liner’s dream. What seems to be happening is something like the way Hollywood does production — lots and lots of independents, small biz, and temps reporting to a small production company for the duration of the production only to disband when the work is done. All the more reason to have a plan. Otherwise it will be like herding cats.
David, what a wonderful post (I especially like the vision of the fat, foul-breathed lagomorphs! Nice drawing!). For me, getting back to basics means remembering that there must always be a plan (something that it’s easy for small business owners to overlook). Specialise in your focus, so that you’re not all over the place trying to be everything to everyone; nurture your connections and try to make the experience you provide the very best that it can be. If your clients/customers feel good when they do business with you they’re going to keep coming back. I really agree with you about the relationships - especially now that there are so many ways to deal with people without really connecting & the personal touch is probably more valued than ever.
Thanks Mary! Wow, foul-breathed lagomorphs! That’s awesome.
Yes, you’re right. Feelings matter so much. Most of business success is about delivering a consistent, excellent experience.