Promotional Marketing Expert, Danette Gossett, Writes About How COVID-19 Has Contributed To Businesses Finding New Marketing Channels And Eliminating Others.
Owner and President of Gossett Marketing, a leading promotional marketing firm, Danette Gossett, touches on businesses that are re-inventing themselves, reevaluating customer and client bases and exploring new ways to move forward in the post-pandemic world.
MIAMI, FL– June 18, 2021 – Danette Gossett, Founder of Gossett Marketing Communications, Inc., Co-Founder of Promotions Resource, LLC, and co-author of the best-selling book, Transform, recently posted a new article on her website entitled, “How Covid-19 Has Contributed To The Shape-Shifting Of Business.” Ms. Gossett shares ideas and insights that she is implementing in her own business.
Gossett writes, “Way back in 2007 and 2008, some companies began intentionally dropping customers. The term was customer divestment. For instance,” she continues, “at that time according to Harvard Business Review, “Sprint Nextel sent out letters to about 1,000 people to inform them that they had been summarily dismissed—but the recipients were Sprint customers, not employees.” These were customers who were calling customer care hundreds of times a month about issues the company felt they had resolved. It turns out the company was losing money and could not adequately meet the needs of “this tiny subset of subscribers.” So, they let them go.” https://hbr.org/2008/04/the-right-way-to-manage-unprofitable-customers
As Gossett points out, “I wrote in this month’s blog (As We Move Forward It May Be Best To Leave Some Behind) about how I reevaluated my customer base many years ago and how the Covid-10 pandemic has given me the opportunity to reevaluate again.” She goes on to say, “Whether or not reevaluating your client/customer base is something to look at and address or not, without question the pandemic has provided numerous ways that businesses are shifting their focus and services. For instance, I recently read about a restaurant food wholesaler in New York who shifted to delivering food to residents when all the restaurants were required to close their doors.” She adds, “This has turned out to be a very profitable market and the company has learned more about its new customers. Subsequently, it has redesigned its website twice to make it friendlier for their new customers. In addition the company bought a fishmonger and partnered with a farm, both businesses were suffering early on in the pandemic but now have new life because one company learned how to shift its perspective.”
According to Gossett, “What I get from this example is the importance of embracing new business models and taking the time to thoroughly examine current sales and marketing channels to determine which ones are working best.” She poses, “Are there some channels that are shallow? Some that are barely navigable?” Gossett further adds, “Social media and digital channels are providing even more exciting new opportunities to expand and morph businesses. Some new marketing channels may open up to you accidentally, easily, and effortlessly, while others may occur out of necessity.”
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About Danette Gossett
Danette brings more than 40 years of experience developing advertising campaigns, direct marketing programs and sales promotions to her clients. Prior to starting her companies, she worked for New York advertising agencies including Saatchi & Saatchi & Lowe Marschalk. Her corporate experience included National Advertising Director for Avis Rent a Car Systems, Inc., and Director of Marketing Services for Royal Caribbean Cruise Line.
To find out more about Gossett Marketing LINK HERE
About Gossett Marketing
Gossett Marketing is celebrating its 28th year as a promotional marketing agency. We strive to become your partner in business, not just another vendor. We approach every project utilizing our more than 40 years of New York advertising agency and corporate marketing experience to bring creative solutions to all your promotional marketing needs. We know how to drive results with promotional marketing programs. We strive to understand your brand strategy and will ensure your message integrity.