SPURspectives

Oh, woe is me. These are the worst of times. What ever shall we do? Sound familiar? It seems that everywhere I turn I hear people obsess about the poor state of the economy. Hey, it’s really bad. I admit it. But, you shouldn’t let it limit your marketing effort. Why? Because the times are what the times are — you can’t change it. Instead, make it an opportunity.

I often write in this blog about marketing’s 5 W’s (and a H) — What, How, Who, Where, Why and When. I don’t talk about When very much, so here goes. When is now — it is the time in which we live. When helps to define the zeitgeist. It drives the mood of markets. It’s as important to know When you are working as it is to know What you are doing or Why you do it. As the climate of your market shifts it impacts your ability to succeed. You need to adapt.

Currently, When is a time of great economic upheaval and uncertainty. In the late 1990’s When was a time of, “irrational exuberance.” Both cases are extreme. Extreme is better than in the middle. Extreme is different. Extreme is an opportunity. Now we have economic uncertainty. That’s an opportunity to offer reassurance. What is it that you do that is desirable in a time of economic uncertainty? Perhaps your era isn’t tied to the greater When affecting us all?

What defines your era? If you are an organization fighting polio, your era is nearing its end — the disease is nearly defeated. Fundraisers could hang their heads and go home, but the savvy ones will have us rally around When. Now is the time to defeat polio. We have never been so close. Now you are needed most.

When is an opportunity, just like the other W’s and the H. Relax. Look around. When is now and it is helping you to have a compelling story to tell. What will it be?

Photo: http://www.flickr.com/photos/8011986@N02/ / CC BY-SA 2.0

Tags: marketing, positioning, strategy, timing