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Evolution Theory

Your customers' tastes are always changing. Question is, are your marketing efforts doing the same?

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This story appears in the January 2003 issue of Entrepreneur. Subscribe »

Was 2002 a year of flat or lackluster sales? If you're predicting more of the same in the coming months, give your company a makeover using evolutionary marketing. It's Darwinism that rewards those who refuse to stagnate or follow the pack, and it comes down to anticipating and responding to changes in your audience, your products and services, the marketplace and the competition.

  • Study your audience. The clearest sign that your marketing needs a makeover is when it stops resonating with your target audience. Customers' tastes and lifestyles are continually changing, and only an evolutionary marketing approach will keep your messages relevant and your sales strong.

The first step is to understand your customers' hot buttons by reviewing published articles and research. Look beyond how and what your prospects buy. It's also vital to have input from B2B customers. Visit their job sites to discover the challenges they face and what they hope to gain by working with you.

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