|
| |
-
- INTRODUCTION TO THE MAY
2008 ISSUE OF PURSUIT
-
- If you read the paper, watch
TV or listen to talk radio you have been told a thousand
times that we are in, or close to, an economic recession,
but what does this mean really? Well, in very simple terms
it means that the costs of goods and services are up, people
have less earning power and discretionary spending is way
down. Many of our readers are reporting a general slow down
in assignments as a result, which of course affects personal
income directly.
-
- In times of economic
downturn the knee-jerk reaction is to slash costs and stop
spending on ‘non-essential’ items altogether ion order to
maintain the bottom-line. Most oftentimes a business will
become so concerned with cutting expenses that they reduce
or trash their marketing and advertising budget too; while
at first glance it feels right, this is clearly a mistake.
When times are slow you need to refocus your marketing
efforts and double your advertising budget. The cost of
acquiring each new client may go up but it is the only way
to continue working in a slow market.
-
- Putting an actual
advertising budget aside there are several free or low cost
actions you can take today in order to maintain and increase
your exposure immediately:
-
- Focus
on your website. You do have a website, don’t you?
Now is the time to zero in on potential customers that may
not otherwise find you. Improve
your search engine visibility by taking several no cost
or very low cost steps to optimize your website and climb
the search engine rankings. I’ll show you how in this
issue.
-
Networking! Business to business marketing and
advertising is simple and not nearly as expensive as waging
a “retail” advertising campaign.
Social networking,
industry associations and newsgroups all offer a great way
to put your name out there and reinforce a professional
image. We’ll discuss key concepts and resources for you in
this issue.
-
Diversification. Offering a larger mix of products and
services may be the ticket to get you through tough times.
Make it easy for a client to do business with your company.
Take a look at your overall business, can you find areas to
improve upon? We’ll take a look at what is working and what
is not for one growing private investigation agency.
- Look to
your competition. If you are losing business to a
competitor then it is time to put your investigative skills
to work where it counts most. Investigate
your competition analyzing their strengths, weaknesses,
opportunities and threats. Then put a game plan into place
and crush them with the skill of Sun Tzu in the Art of War!
-
- We felt that marketing and
advertising was an important and timely topic for this issue
of Pursuit Magazine but we have some other essential
articles this month, too. Perhaps I am most excited about
our breaking story on the only
insurance policy currently in
existence written specifically for fugitive recovery
operations! Read our exclusive interview with Bill Hines of
Evolution Insurance Brokers and learn more about this HUGE
development in the bail enforcement business.
-
- I hope you enjoy this issue
and as always, I look forward to your feedback!
-
-
- In Pursuit of Your Success!
-
-
- CompassPoint Investigations
-
-
|
| |
|
