Planning your marketing for ups and downs

One of the things that drew me to marketing originally was the element of planning – and the present situation is a great example. The media are all looking ahead planning what they can do over the next year and that is what we are also recommending to clients.
Marketing is always a matter of trying to understand your market and where it is going – for me the interesting thing often is that industrial markets run differently from the high street. This means that it is important to stay focused on the positive – when business is down then that is the time to make marketing plans and to initiate action.
There are timing lags in every system and industrial marketing is no different – what is the time lag in your business process?

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