Market Expansion or Market Focus to Grow Revenue

by Kurt Ballard |07.30.2009

You can grow revenue during a recession in one of two ways;

Tighter focus on existing market segments with more defined solutions
Expanded market focus in new segments that leverage existing solutions

Which approach is better for your company? Here are some guidelines.

Market Focus Strategy
If you've been operating in the "be everything to everyone" mode your products probably have lots of features for lots of customer types but may lack closed loop solutions that address specific needs that are suddenly critical because the economy.

Your approach: quickly determine the market segments that are spending the most in areas where you're relevant, focus your product development efforts on a few high-impact solutions then utilize every marketing resource available to tell these market segments why they need it. Revenue will come.

Market Expansion Strategy
If the markets that were lining your coffers prior to the recession have new priorities and you've suddenly become irrelevant, it may be time to expand your market focus.

Your approach: look to other markets segments where your existing solutions have higher value because of the current market dynamics. For example, grocers and other specialty food retailers are now targeting frequent diners with prepared meals as money saving alternatives to dining out.

ZIGZAG Marketing offers the following training & consulting services to help grow revenue.

Market Assessment & Strategic Planning - We'll help you determine the top priority markets, the most relevant solutions and the organization structure to execute.

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Market Assessment & Strategic Planning course schedule

Product Positioning & Messaging - A one-size-fits-all message is relevant to no one. Each of your target markets buys your products for different reasons. We'll help you craft a differentiating value message in the language of each market segment for maximum relevance and reach across all sales and marketing media for consistency. Best of all, it will be plain simple English everyone can understand and repeat.

This e-mail address is being protected from spam bots, you need JavaScript enabled to view it about positioning and messaging consulting services
Product Positioning & Messaging course schedule

No one makes it easier to grow revenue than ZIGZAG Marketing.

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Last Updated ( 07.30.2009 )

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