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Are you stuck in the feast or famine cycle of marketing? The majority of business owners I talk to struggle because they only market their businesses sporadically. They do some marketing and then stop when they get too busy with clients, and then when they encounter a lull they start scrambling to do more marketing and get new clients.

Here are some tips on how to stop Feast or Famine Marketing:

• Make a marketing plan. This sounds like a very simple thing, but many business owners skip this step and market by the seat of their pants. They advertise in whatever publication has a
sales rep. bang on their door, or they simply do the same marketing that they’ve done in the past.

• Your marketing plan needs to be strategically thought out. You need to determine:

• Who is my ideal client or buyer? If you are marketing to a specific niche you have already figured this out. If not this is a crucial step. You don’t want to market to everyone.

• For example, if you are selling B2B, what size company? Are they located in a certain area? How long have they been in business? What associations do they belong to?

• If they are selling directly to consumers, how old are they? Do they have children? Where do they live? What is their income? What activities do they participate in? What kind of car do they drive?

• Look at the top 20% of clients who buy from you now. What characteristics do they share? What products or services do they buy from you?

Take some time to start pulling together a strategic marketing plan, and next week we will look at the next step in stopping the feast or famine marketing cycle.

Stacey Hylen is known as the Business Optimizer Coach. For almost a decade Stacey has been helping 6-7 figure entrepreneurs with powerful marketing and sales strategies to get more clients, more profit and more time off to enjoy who and what they love. Stacey is the Founder and Host of the Business Optimization Week, an annual online event featuring leading edge business growth experts. She is a sought after international speaker who was chosen by Mark Victor Hansen and Robert G. Allen as a speaker for the promotional tour for their New York Times bestselling book, One Minute Millionaire. She is also a contributing author to Living An Extraordinary Life. Stacey also provides high level business coaching on sales and marketing through Chet Holmes and Tony Robbins’ business coaching division.
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Indian Pipe Industry
 
 The 2008-09 financial crisis had a limited impact on the Indian pipe industry affecting new oil and gas exploration and production (E&P) projects worldwide due to fall in global commodity prices including crude oil resulting into reduced orders. With the worst of the financial crisis behind us, we remain optimistic regarding the potential demand for the pipe sector. The E&P projects which were earlier stalled or revoked are being given a new lease of life based on the inevitable rise in crude oil prices. Replacement demand from developed nations remains ever so strong while domestic demand from the oil and gas sector is robust. Also, with the pipeline network of India for oil & gas transport being lower at 17,576 kms as on April 2009, (32% penetration level) it represents a huge scope for growth for the pipe industry. ( http://www.bharatbook.com/detail.asp?id=71529&rt=Indian-Pipe-Industry.html )
 
 As most of the Indian pipe manufacturers are converters, the industry is highly Raw Material (RM) intensive with the RM cost accounting for more than 70-80% of the total cost for steel and PVC pipe companies. These companies rely heavily on imports and hence many steel pipe companies have backward integration facilities to reduce dependency on imports and price volatility. Freight cost is another key cost component due to higher imports and exports. With the expected short-term increase in commodity prices and range-bound Baltic Dry Index (a barometer for shipping freight rates), pipe companies will be benefited in the coming quarters as customers will try to place advance orders at attractive rates.
 
 Indian companies produce a wide range of steel, cement and plastic pipes which are used in various critical and non-critical applications. Indian steel pipe manufacturing companies have won several certifications and accreditations from major oil & gas companies across the globe in the recent past. With the low-cost and high-quality products supplemented by various international certifications, Indian companies have augmented their export sales over the last three to four years.
 
 It expects the positive trend in the Indian pipe industry to continue for the next 3-5 years on the back of higher E&P activities due to resurgence in crude oil price, increased efforts by the Government of India (GoI) on infrastructure development for laying pipelines for oil & natural gas transport (e.g. the National Gas Grid project), replacement demand from North America and European countries, water & sewage transport and irrigation facilities. The growth will mainly be driven by steel pipes especially SAW pipes. The order-book position (currently equivalent to total of FY09 sales) of many steel pipe companies is sufficient for the next 9-12 months.
 
 Demand triggers for the growth are:
 
 * Private players like Reliance Industries Limited (RIL), Cairn India etc have shown interest in setting up pipe infrastructure for oil & gas distribution. National gas grid will also be set up requiring an investment of Rs.210 bn.
 * City gas pipe is currently available in 10 cities and the coverage is expected to grow to 40 cities in the next five years, entailing an investment of Rs. 250-300 bn.
 * In addition to the above, the replacement demand from the US and European countries, having a vast pipeline infrastructure, will be huge.
 * The GoI in its efforts to reduce crude imports has formulated the New Exploration Licensing Policy (NELP) for exploration and production of oil & gas. The GoI has awarded 256 blocks till date and the number is set to increase to 330 by 2010.
 * For the Eleventh Five Year Plan, the GoI is aiming to add 11 mn hectares of irrigational facilities, entailing an investment of Rs.1,580 bn.
 * The GoI increased the annual budget allocation under the Rajiv Gandhi Drinking Water Mission from Rs.65 bn to Rs.74bn in the previous Union Budget 2009-10.
 * The report elucidates the facts on the Indian pipe industry, backed by the latest available industry data. Emphasis is laid on the following topics to accomplish the report:
 
 Industry overview
 Industry features elaborated with respect to fragmentation, durability, capital intensiveness, accreditations and duty structure.
 Statistical information on all types of pipes – current installed capacities, planned capacities, demand projections from oil & gas segment, city gas pipe projects, replacement market, water & sewage, irrigation and replacement demand.
 Global information on capacities – existing & planned and global demand projection for pipes from oil & gas segment.
 Cost and pricing analysis with emphasis on Raw Material (RM) cost, Freight cost and Power & Fuel cost and comments on the industry margins and the average realizations of key players.
 A brief overview of seven key pipe companies with their latest three years data on financial and operational parameters, their strengths and weaknesses and corporate actions of these companies.
 Sales for leading players in Steel, Plastic and Cement Pipes for the period FY2004-05 to FY2008-09 along with the exports data of the industry.
 Outlook and Challenges for the pipe industry.
 
 To know more and to buy a copy of your report feel free to visit : http://www.bharatbook.com/detail.asp?id=71529&rt=Indian-Pipe-Industry.html
 
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