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

Was 2002 a year of flat or lackluster sales? If you'repredicting more of the same in the coming months, give your companya makeover using evolutionary marketing. It's Darwinism thatrewards those who refuse to stagnate or follow the pack, and itcomes down to anticipating and responding to changes in youraudience, your products and services, the marketplace and thecompetition.

• Study your audience. Theclearest sign that your marketing needs a makeover is when it stopsresonating with your target audience. Customers' tastes andlifestyles are continually changing, and only an evolutionarymarketing approach will keep your messages relevant and your salesstrong.

The first step is to understand your customers' hot buttonsby reviewing published articles and research. Look beyond how andwhat your prospects buy. It's also vital to have input from B2Bcustomers. Visit their job sites to discover the challenges theyface and what they hope to gain by working with you.

To make this your breakaway year, use forecasting to stay aheadof consumer and industry trends. By searching Web sites likewww.business.com, you can find forecast reports ontrends in everything from fashion and the restaurant industry tocommercial construction. Or subscribe to Forecast, anewsletter of demographic trends and business forecasts produced byAmerican Demographics magazine (www.americandemographics.com).

• Add value throughinnovation. Entrepreneurial companies excel atinnovation. New products and services are created and old ones aretweaked. Evolutionary marketers are always looking for ways topromote a "new wrinkle" to the old target group andexpand by taking on new niches that will be receptive to theirinnovations. So shake off last year's stagnant marketingapproach and find new ways to communicate the value of yourcompany's innovations to your target audience.

• Respond to the culturalclimate. The mood of the marketplace profoundly affectsa campaign's success. In response to the souring economy, forexample, affluent shoppers curtailed high-end department storepurchases and increased spending at discounters. Target Storesadapted by marketing low-cost, high-style items from renownedarchitect Michael Graves. Its advertising and PR brought affluentshoppers to the stores, as did the Todd Oldham Dorm Room campaign,which featured the designer's stamp on everything from lamps tofaux fur throws. Your messages must evolve with the shiftingmarketing climate-the environment in which your campaign mustsurvive.

• Set the competitive pace.Does your competition define your marketing strategy? If you spentlast year reacting to your competitors' marketing messages,it's time to start setting the pace. Monitor their innovationsand how they market, but develop your own campaign that addressesyour audience's hot buttons and focuses on adding value. Thekey is to create a campaign that will find a warm reception in thecurrent marketplace and allow your selling message to evolve.Dell's memorable "Dude, you're getting a Dell"campaign, which featured a young, pugnacious spokesperson, is agood example of providing a recognizable framework for thecompany's continually changing promotions.

Begin the new year by breaking away from the crowd withevolutionary marketing. After all, it's a jungle out there.