I am often asked what is the most important marketing action to take during an economic downturn such as the one we are experiencing now. Obviously they want to know where to spend what little budget they have on the most important area that will bring a return. Obviously there is no easy answer to this as it all depends on the activity of the company but there is one thing that consistently needs monitoring very closely – how your customers perceive you.

Many companies have a strong idea about how they see themselves and their offer and consequently how they fulfil their customers needs however, if you go and ask those customers the same question they often reveal something completely different. This gap between perceived and actual can mean a disslocation which can have a negative effect the relationship.

My advice is to get closer to your customers, ask them what they need and how you can help them. It doesn’t have to cost anything, maybe some advice, a bit of time or a favour to get something done. Remember they are all probably going through the same pain and if someone shows them a helping hand now they may just put a contract in it when things get better later on!

I took time out over the weekend to walk my dogs through a wood near where I live. Having not been there for a while it was magical to see a carpet of bluebells weaving through the trees. Set against the green backdrop it was really stunning to see such a splash of vivid colour. Enchanting! – The shot was taken with my iPhone so not great quality but it should give you rough idea.

Bluebell Wood

Big wheel keep on turning

This is a shot of the London Eye at night on the capitals South Bank… with a difference! This thing looks so fantastic at night but as it moves so slowly I decided to add a bit of my own movement into the shot by taking a long exposure and twisting the camera during the shot. The blue lights in the trees add to the ‘Close Encounters’ effect of the finished image, pure luck but a nice photo I think.