Fulfilment

Hi

As we slip deeper into the general economic slow-down, we need to respond to the new threats and risks we face in business by adapting our strategies and tactics. So with a collection of ideas and anecdotes crammed into this month's Fulfilment, we hope you find the gem you're looking for that keeps the wolves from the door and sets you up to thrive when economic summer returns.

In our articles this month, Monita tells her story of how she weathered the economic storm in her facilitation and coaching business by staying positive, introducing complementary services and looking after her network.

In my article, I offer a check list of 40 things to do to survive the slump. Some are common sense, some are controversial, while others are from personal experience, like our cash flow scare after a much quieter than usual holiday season. Of everything we did to recover, my biggest lesson was a re-affirming belief in the power of strong relationships with our long-standing clients and asssociates.

Finally, Rochelle shares a review of the book, Killer Brands, by Frank Lane. In his book, Lane speaks to us in English, not the jargon of Marketish, and introduces a simple, methodical and powerful process for creating a true Killer Brand.

We always love to hear from you and this issue is no exception - why not write back and tell me what I've left off our checklist of 40 ways to survive a recession?

In next month's Fulfilment, we'll explore why your business' marketing function should include internal branding and taking care of your staff.

As ever, all the best!

WORKSHOPS COMING UP:

Conflict Mastery

Conflict is inevitable. It's how we deal with it that matters.

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Wed 18 June, 9am to 5pm
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Enquiries and bookings:
Greig Whitton: +27 (0)21 671 8225

Weathering the Economic Storm

By Monita Gutuza
29 May 2008

I was faced with the reality of not earning an income over the quiet season for a third of every year, from November to February. I had to think of an alternative, and fast. With my new alternate service offering, I could not only have my clients think differently, I could also offer them opportunities to refresh body, mind and soul. I could therefore offer services that included and transcended my corporate offerings and so level the dips in my otherwise quiet season every year.

Read more...

40 Ways to Survive the Recession

By Brent Combrink
29 May 2008

Some responses to a recession are logistically exclusive, for example, a policy to increase client credit (in order to increase sales) and a policy to increase cash payments to creditors (in order to increase discounts received). It is fairly obvious that reducing cash flow from debtors will stress cash available for creditors so, unless you have a wealth of cash in reserves - and not many organisations are in this boat when the economy hits the fan - it will be tricky to implement such conflicting strategies.

Read more...

Book Review: Killer Brands
Author Frank Lane

By Rochelle Harwin
29 May 2008

Lane breaks down the marketing process into clearly understandable concepts using everyday terminology - none of the jargon that is common in industry specific manuals - which makes for an engaging read. It also becomes an easy resource to use in economic down turns, such as we are currently experiencing, enabling getting back to basics so you can build on your current brand strategy.

Read more...