Links for 2009-08-08

In last week's column, it was noted that the businesses that thrive in a recession are typically those that customers consider necessary. Knowing this, what can a business do to promote its products and services if they are considered to be wants rather than needs?
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I posed this question to one of the area's foremost marketing experts, Dana VanDen Heuvel, owner of MarketingSavant. According to VanDen Heuvel, it's all about making your business "relevant."

"You need to communicate so that people understand the value of what they're buying," VanDen Heuvel explained. "It's not just the pricing. It is the total value of ownership of that thing we're selling so we can make it relevant and necessary."