CRM

Positioning Crisis to Look Like a Clever Plan

Headshot of Gary Hennerberg
By Gary Hennerberg

It’s the holidays. And winter weather. Anything can happen to the best of our marketing plans, along with product or service delivery, no matter what time of year. So what is your plan if your biggest product shipment, event or other signature aspect of your organization is snared in a dizzying downward spiral because of circumstances out of your control? And how do you respond so, in the end, the boss says, “Your actions give the impression that this was a clever plan all along.”

If you’re like many direct marketing organizations, you don’t feel you have time to plan for crisis.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Headshot of Gary Hennerberg

Gary Hennerberg

Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, 'Crack the Customer Mind Code.' He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.

Recommended articles